Bridgestone Commercial provides tires and fleet management solutions for commercial trucks, off-the-road vehicles, and agricultural vehicles. We have partnered since 2015 to increase visibility, traffic, and revenue across the commercial portfolio of five brands, eight websites, and three distinct business units.
Content — By launching new, unique, and optimized content additions to 26 product category pages, we helped drive a 42% increase in organic search entrances to these pages, and a 33% traffic bump sitewide.
Category Content — To capitalize on nonbranded search traffic, we used search behavior data to adjust product names to reflect the category and optimized page content across three sites, which yielded a 40% increase in product page traffic.
Schema Markup — We added structured data markup to the press release content on the corporate communications site newsroom, which drove a 22% improvement in newsroom organic search traffic.
Redesign — In 2018, we redesigned the Firestone website, improving the navigation, search engine optimization and other usability components. Since the launch, we have increased organic search traffic by more than 33%.
Local — We created and optimized unique content for local store GCR destinations, which increased store page views by 208%, increased organic traffic to location pages by 266%, and netted a multimillion-dollar increase in call revenue.
Jobs — The new Google Jobs functionality for BeBridgestone has become the highest converting driver of job applications, with more than 600 new applicants in just three months. It now outperforms paid Monster and Indeed.
The Drum Awards 2019: Best B2B Campaign of the Year
AMBIT Awards 2019: Organic Search Marketing Gold
The Drum Awards 2018: Highly Commended Best B2B Campaign
AMBIT Awards 2018: Organic Search Marketing Silver
U.S. Search Awards Shortlist: Best Use of PR in a Search Campaign