Custom + Calculated: Gaining Market Share With Smarter Search Strategy

Brooks Instrument, a leader in the flow control and measurement space, turned to Godfrey to develop a plan for capturing search market share with key terms across organic and paid channels, supporting products that drive measurable business outcomes.

This request involved several variables, including tight budgets for PPC campaigns and strong competition across both the paid and organic search landscapes, which set the stage for a highly customized plan of attack. This also required an elevated tracking approach to ensure both Brooks and Godfrey were following the greater digital story being told through search data and how that delivers measurable results.

Due to the nature of product feature crossover, some of the existing Brooks product pages lacked complexity and variety, creating the risk of content cannibalization—a scenario in which several web pages optimized for the same keyword set compete for search rankings. Effectively addressing this concern would involve developing a fresh keyword strategy that prioritizes relevant but untapped keywords.

The Godfrey team implemented a multi-faceted approach to gain ground:

• Rigorous competitive analysis helped inform a data-driven plan. These insights were used to create clear, on-page optimization paths.
• Revamped site search methods such as web design updates and supportive keyword research based on Analytics data helped align SEO efforts and improve functionality.
• A comprehensive YouTube SEO guide helped amplify future initiatives on the platform.
• Parsing of Salesforce lead data and call tracking allowed for the connection of sales information to PPC campaign performance.
• Expanding German PPC campaigns, which generated immediate positive results for in-language markets.
• Regular strategic check-ins and ongoing campaign optimizations helped identify key areas for refinement. As a result, Godfrey explored new keyword opportunities, reworked ad extensions to align with timely business updates, optimized for desktop users (who were more likely to convert) and exploited efficiencies across PPC campaigns.

This large-scale refinement of the digital strategies employed by Brooks helped place them in a more competitive position in the broader market, refreshed their messaging and improved website functionality that supported organic search results.