Ever since the COVID-19 pandemic, the topic of supply chains - and its disruptions - has been a leading story. Thankfully, one company is doing something to solve supply chain issues. Wiliot's IoT Pixel technology gives instant visibility to a product's location from the manufacturer to its final destination. This insight enhances supply-chain effectiveness, while reducing costs and benefiting the environment. Our challenge was to make this breakthrough product famous.
There’s one problem when developing an SEO plan for a cutting-edge company: traditional SEO tactics fail to work because they depend on search history. For Wiliot, we had to take out our SEO crystal ball and identify high-value keywords before they became popular. However, even as this strategy starting yielding results, we couldn’t simply set it and forget. To ensure Wiliot continues to appear in search, we’re constantly developing new terms related to their product vertical, related technologies and industries.
In an effort to fix low click-through rate from the homepage, the Byer team developed an innovative and interactive animation. This solution not only visually told a story, it encouraged the audience to dig deeper into specific categories of the site. This work has won a 2024 w3 Award for Marketing Features.
To maximize SEO results, we had to go well beyond keywords. After analyzing their original site and fixing structural, code and performance issues, we determined that only a rebuild and redesign of the site could exponentially improve results. Because of this process, Wiliot now ranks and scores well on Google’s Core Web Vitals.
When no content exists for a brand-new technology, you have to create it. That’s exactly what we did…with a twist. Instead of simply generating content, we executed a strategy to support their high-value keywords. This included developing content clusters around new and emerging terms and structuring the content on the site to give higher-value content more prominence. As a result of this strategy, Wiliot has seen a substantial increase in both site traffic and in attracting new audiences.
At the end of the day, a perfect SEO strategy is useless if it doesn’t generate revenue. As site traffic grew, we focused our attention on Wiliot’s ecommerce store. To maximize the site’s conversion rate, we identified sticking points in their user flow and optimized the flow to high-value information and form submissions. Like the SEO strategy, we continually look for ways to enhance the tactics that best boost engagement and – more importantly – sales.
We knew our product had the ability to transform the supply chain industry, but we didn’t know how to actually make people aware of it. That’s where Byer Company came in. They immediately understood our product’s impact and what challenges we would face marketing such a new technology. Their strategies and tactics have put Wiliot firmly on the world map.
- Wiliot