Building awareness with +805% organic growth

The challenge

FBM’s site infrastructure historically kept all rankable content behind a login page, meaning there was a lot to be desired from an SEO perspective. Taking on the big project of ungating the website, FBM wanted IDHL to drive new audiences once the migration was complete, particularly those in the B2Pro (business to professional) space.

The brand was also looking to launch a full paid strategy piece to further support awareness and new audience performance. 

Our approach

SEO migration and ongoing excellence

Our SEO campaign began with an SEO migration, ungating previously restricted website content and building content on key category pages: drywall, insulation, ceiling tiles and steel framing.

To improve information visibility and rankings post migration, our SEO experts work closely with client teams to create content and build backlinks to key commercial areas.

Reaching new audiences

We utilised paid media channels including PPC to boost brand awareness and audience profiling. As part of our audience targeting, we focused on both large contracting firms and smaller independent contracts to understand the market and media mix while expanding FBM’s B2B and B2Pro audiences. 

The results

The quality of the campaign speaks for itself. Since work began, the increase in organic visibility has enabled FBM to surpass its competitors.