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increase in site conversions.
increase in blog traffic.
conversions from paid search.
“The team at Brafton are highly knowledgeable and are very responsible and reliable. They feel like an extension of our marketing team.”
– Christianne Davis, Campaign Manager at Rubbermaid Commercial Products, Australia
If you’ve ever packed dinner leftovers, you’re familiar with the Rubbermaid brand.
While you might not be as familiar with the B2B side of the brand (Rubbermaid Commercial Products), you’ve likely encountered its sanitation products such as hand sanitizer stations, rubbish bins and disposable microfiber cloths in commercial settings. If you passed by, or even used them, without noticing the logo, it’s only because you’re not the target market.
We set out to help Rubbermaid Commercial Products, Australia get the attention of folks who do notice these things (such as administrative staff at hospitals and other healthcare facilities).
How? Targeted, organic SEO with paid search peppered in for good measure.
Rubbermaid Commercial Products, Australia, approached Brafton because it feared it was slightly behind the competition in the digital marketing arena.
At the time, their main goal was to create content that would earn a spot on Page 1 for highly relevant topics. We made it our mission to get them there.
Our Work:
We’ve worked with Rubbermaid Commercial Products, Australia on various campaigns over the years, such as social media management, blog content creation and landing-page builds, many of which are still generating strong results for the client.
But for our most recent campaign, run in 2021, we created 9 blog posts. The on-page content for each of these blog posts was written based on Brafton’s Search Performance Briefs (SPBs). Each SPB provides in-depth analysis of a particular keyword, including advanced SERP evaluation. Writers use these briefs to create a piece of content with a high likelihood of ranking on Page 1 for the target keyword.
We supplemented these organic SEO efforts by managing an ongoing paid search campaign, from start to finish. This included:
Organic (year-over-year)
Paid search management
In 2021, organic search accounted for 62% of all sessions. Eight of 9 blog posts we published made it to Page 1 of Google in Australia.
| TARGET KEYWORD | POSITION (Q1, 2022) | VOLUME | URL | DATE LIVE |
| disposable mop heads hospital | 1 (new) | 70 | The benefits of using disposable mop heads in hospital settings | 28/05/2021 |
| Infectious disease cleanup | 1 (new) | 70 | Infectious Disease Cleanup Best Practices | 18/10/2021 |
| hospital environmental services best practices | 7 (+32) | 70 | From floor to ceiling: Maintaining environmental hygiene in hospitals | 4/05/2020 |
| how to keep school canteen clean | 4 (new) | 70 | How to keep a school canteen clean: Guidelines and best practices | 20/07/2021 |
| are all microfiber cloths the same | 5 (new) | 50 | Are all microfibre cloths the same? | 15/03/2021 |
| infection control procedures in aged care | 6 (new) | 210 | What is Infection Control in Aged Care? | 5/05/2021 |
| medical practice cleaning checklist | 6 (+99) | 50 | Medical center and hospital cleaning checklist: how to ensure a hygienic hospital | 2/01/2021 |
| future of hotel industry | 9 (+56) | 70 | What does the future of the hotel industry look like? | 6/08/2021 |
In total, organic accounted for a whopping 62.3% of all website traffic. Paid search, for its part, pulled in 15.7% of all sessions. Combined, these channels account for 78% of traffic to the site.
But the most impressive, and important, outcome is that we helped increase conversions by approximately 55% year over year.
Overall, the SEO and SEM campaigns did exactly what they were supposed to: Get Rubbermaid Commercial Products, Australia, on Page 1 (organically and via ads) with the end goal of earning more traffic and winning more conversions.
These successes were more than enough to please Rubbermaid Commercial’s Senior Marketing Manager – APAC, Christianne Davis:
“Brafton successfully outperformed the company’s 2020 performance with increased blog acquisition by 222% yearly, keywords ranking by 22%, and more submissions.”