Food Processor Captures B2B Search Market with Full SEO Overhaul
A Springdale poultry processing equipment supplier was entirely dependent on trade shows and cold calling. Our SEO program built a digital pipeline that now generates the majority of their new business inquiries.
The Challenge
What this business was facing.
This Springdale-based company manufactures and supplies specialized equipment to poultry processing plants across the southern United States. Their entire lead generation model was built on trade show presence (5 shows per year at $35,000-$50,000 each) and an outbound sales team making cold calls. They had a brochure-style website with no organic search presence, zero first-page rankings for any industry term. When COVID-19 canceled trade shows in 2020, they realized their complete dependency on in-person marketing was an existential risk. By the time they engaged us, they had recovered trade show attendance but wanted to build a complementary digital channel that could generate leads independently.
Our Approach
What we did, step by step.
- 1
Mapped the complete B2B buyer journey for poultry processing equipment, from initial research ("poultry processing line efficiency") to specification comparison ("stainless steel deboning equipment specifications") to purchase-intent queries ("poultry processing equipment supplier").
- 2
Created 42 pages of technical product content, each page targeting specific equipment categories with detailed specifications, application guidance, and comparison information that procurement managers need during vendor evaluation.
- 3
Built a resource library of technical guides, maintenance documentation, and industry compliance resources that established the company as a knowledge authority in the poultry processing equipment space.
- 4
Launched a targeted link building campaign focused on food processing trade publications, agricultural technology blogs, and industry association websites.
- 5
Redesigned the website with an engineering-focused aesthetic that communicated technical credibility while implementing all SEO best practices for site architecture, page speed, and structured data.
The Results
Documented outcomes.
B2B lead volume increased 275%, from 12 to 45 qualified inquiries per month, with organic search becoming the highest-volume lead channel by month 8.
The website went from zero organic visibility to first-page rankings for 210 industry-specific keywords, including position 1-3 rankings for 34 high-purchase-intent equipment queries.
Trade show dependency decreased by 60%, the company reduced annual trade show participation from 5 events to 2, saving approximately $140,000 per year while generating more total leads.
Average deal size for organic leads was 22% higher than trade show leads, attributed to the self-education that prospects completed on the website before contacting sales.
The resource library content generated 1,400+ backlinks from industry websites, trade publications, and university food science departments, building domain authority from 8 to 38.
"When trade shows shut down, we had nothing. Now we have a website that generates better leads than any trade show booth we ever staffed. Our salespeople are closing deals with people who already know our products inside and out."
, VP of Sales. NW Arkansas Poultry Equipment Manufacturer
More Case Studies
Similar results for other Arkansas businesses.
Supply Chain Firm Grows Organic Traffic 412% in 14 Months
Northwest Arkansas · Retail & Supply Chain
Reputation ManagementRestaurant Group Recovers from 2.8 to 4.6 Star Average
Northwest Arkansas · Food & Agriculture
National SEOTourism Business Ranks #1 for National Vacation Planning Keywords
Central Arkansas · Professional Services
Want results like these?
Let's discuss what a campaign like this could look like for your business.