The Challenge

Kirby Corporation, a Fortune 1000 company, recently launched Diesel Dash. The Diesel Dash e-commerce site ships diesel engine parts, oil, kits, and equipment to mechanics, truck drivers, and other diesel operators across the country. Diesel Dash’s business model filled a niche in the diesel engine service industry by providing access to tens of thousands of products available for quick shipping to customers. 

As a new e-commerce site, we created an SEO strategy that would focus on quick wins and long-term gains. Our strategy combined two areas of improvement: technical SEO optimizations and content expansion. We aimed to improve the technical performance and crawlability of the site to give each product page the best chance at ranking on page 1 of Google.

 US Search Awards Winner 2022 Brightedge Awards Winner 2022

The Client Diesel Dash
  • Industry E-Commerce
  • Location Houston, TX
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Our solution.

Best SEO for E-Commerce Winner - US Search Awards

Our expert SEO team developed a comprehensive plan to improve the organic performance of the site with the ultimate goal of increasing revenue. The major initiatives that led to success were technical SEO optimizations and content expansion for key product pages.

Forthea helped Diesel Dash experience explosive and ongoing organic growth, with organic traffic increasing an average of 25% each month.

Brightedge showed an average 50% month-over-month increase in page 1 keywords from Jan 2021 to May 2022, for a total of 70 (+775% YoY).

Diesel Dash Keyword Growth Chart - Forthea

Diesel Dash e-commerce transactions increased 224% YoY, with an average MoM increase of 21% from the account launch, which was 3x more than our goal.

Diesel Dash SEO Growth Chart - Forthea

3xincrease in revenue from organic search
What Makes This Solution Great
1,526% increase in organic traffic YoY
775% increase in page 1 keywords
91% of website traffic from organic search
US Agency Awards: Best SEO Campaign 2022
US Search Awards: Best Use of Search: E-Commerce SEO 2022
Brightedge: SEO Performance + Results 2022
Implementation & Creativity
Technical SEO Audit

One of the greatest challenges we faced was the size of the website (over 21,000 HTML pages and over 55,000 internal URLs, including images and other file types). Tens of thousands of errors, duplicate URLs, and redirected pages were reduced to only a few hundred over the course of several technical audits. Our team conducted a technical audit of the e-commerce website and produced an implementation plan to address site speed, canonicalization, and site architecture.

Content Optimization

Since the majority of web pages are individual product pages, making specific content optimizations across 20,000+ products was not a practical or efficient tactic. Instead, we developed on-page recommendations for 60+ brand and product category pages to attract traffic from broader search terms (for example, customers looking for “diesel transmission fluid” rather than “transynd 15e2e1”). 

Target Audience

Diesel Dash’s target audience is owners, operators, and technicians of diesel engines in the United States. They ship diesel engine parts, oil, kits, and equipment to mechanics, truck drivers, and other diesel operators across the country. Typically, these customers are looking for the fastest way to acquire specific OEM (Original Equipment Manufacturer) parts that are compatible with their engine make and model.

SEO Roadmap

Our team created an SEO roadmap with phases broken out over 12 months that included technical analysis and implementation plan, keyword research, content additions and updates, backlink analysis, competitive analysis, and schema markup.

We brought Forthea in as a partner very early on in our journey to re-build our marketing program. It was without a doubt one of the best early decisions we made and since then have become an indispensable part of our extended marketing team and ongoing strategy. We've seen tremendous growth across all of our brands and they set the bar in terms of their professionalism and approach to their work. I would recommend the team at Forthea for any organization looking for a trusted partner to get them to their next phase of growth.

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Inc. 5000 Google Premier Partner 2023 US Search Awards Winner 2022 BrightEdge Edgie Award Winner 2022 US Agency Awards Winner 2022
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