MetalTek International

Improving Search Visibility & attracting Qualified Prospects.

Project Brief.

MetalTek International manufactures highly engineered metal components for demanding applications and specialized industries. Its broad portfolio of alloys, processes and applications created an equally complex digital marketing challenge: connecting highly specific customer needs with the right MetalTek expertise.

Ascedia partnered with MetalTek to improve search visibility, attract more qualified prospects and create clearer paths from discovery to conversion.

MetalTek homepage Screenshot

Client Details.

  • Organization: MetalTek International
  • Industry: Manufacturing
  • URL: www.metaltek.com

Services Provided.

  • Digital Marketing
  • Strategic Planning

Project Solution.

Ascedia’s work with MetalTek evolved into an ongoing digital marketing partnership spanning SEO, paid search, audience targeting, content strategy, analytics and conversion optimization.

Rather than treating traffic growth as the primary measure of success, the program focused on generating qualified opportunities for MetalTek’s sales team, particularly within applications involving corrosive environments, high wear and high heat.

MetalTek’s customers often search for highly specific alloys, manufacturing processes and solutions to difficult engineering problems. That created thousands of potential paths into the website, but those visitors were not always reaching the most relevant content or being given a clear next step.

Ascedia’s analysis identified opportunities across technical SEO, site search, content organization, landing pages, calls to action and paid media. Behavioral analysis also showed that alloy detail pages represented more than 40% of recent landing traffic, making those highly technical pages particularly important conversion opportunities. 

Ascedia helped MetalTek move beyond simply attracting more website traffic toward a data-driven acquisition program focused on the quality and intent of that traffic.

SEO, paid media, content and conversion optimization worked together to connect specialized prospects with relevant MetalTek expertise while continually using performance data to identify the next opportunity for improvement.

The integrated program improved both visibility and the efficiency of MetalTek’s digital acquisition efforts.

  • 50% increase in PPC conversions Q3 2019 compared with Q3 2018.
  • 51.7% decrease in PPC cost per conversion Q3 2019 compared with Q3 2018.
  • 1,000+ additional organic search clicks Year over year by November 2019.
  • Nearly 140,000 additional search impressions Year over year on MetalTek.com.
  • 31% increase in clicks to Sand Casting content Related-query clicks increased from 515 to 677 following topic cluster optimization.

Project Outcomes.

Search Strategy & Content Optimization
 Ascedia conducted technical and content audits, ongoing keyword research and on-page optimization to better connect MetalTek’s expertise with the terminology prospective customers were using. Topic clusters, internal linking and content relationships helped users and search engines move between alloys, processes, applications and industries more effectively.


Paid Media Optimization
Google and Bing campaigns were continuously refined through keyword and conversion monitoring, bid and budget adjustments, new ad creative and A/B testing. Ascedia also developed industry-specific remarketing strategies and expanded targeting into channels including LinkedIn.


Audience Targeting
Campaigns and content were tailored around the needs of specific industries rather than treating MetalTek’s highly technical audience as a single market. LinkedIn targeting, for example, reached engineering and operations audiences across industries including aerospace, defense and industrial engineering, generating more than 300 clicks and recorded conversions in a single reporting month.


Conversion Optimization
Behavioral data and analytics informed improvements to landing pages, calls to action and conversion paths. Visitors could more easily move from technical research to requesting a quote, finding a sales representative or contacting MetalTek’s experts. Testing and ongoing analysis allowed those experiences to continue improving over time.