Nico Digital used a powerful omnichannel marketing strategy to boost The Blue Hose’s Domain Authority (DA), resulting in a remarkable increase in clicks, impressions, and organic traffic.
This case study explores how strategic digital interventions helped The Blue Hose expand their reach, attract a broader audience, and strengthen their position as a leader in the pressure washer hose industry.
Company Overview
The Blue Hose stands as a global leader in the manufacturing of pressure washer hoses, hose reels, and accessories. With a relentless focus on innovation, they have pioneered the production of rubber hoses that challenge the norms by being lighter than typical offerings.
Their aramid braided hoses, which are bulletproof, exemplify the company’s dedication to exceptional durability.
Moreover, their products are sold in more than 20+ countries which reflects their commitment to excellence on a global scale.
Challenges Faced
Before partnering with Nico Digital, The Blue Hose encountered several significant challenges that are common among companies striving to strengthen their online presence.
They were a new entrant to the digital space with a freshly launched website and had no established web traffic, or visibility on Google SERPs.
Moreover, they wanted to rank for commercial keywords like “pressure washing hoses”, “garden hoses” and “air hoses” which had high competition in the US market.
Despite their industry leadership and innovative product line, they struggled with low organic visibility. Their website suffered from poor click-through rates (CTR) and minimal traffic, limiting their ability to reach potential customers.
The image from Google Search Console shows the initial clicks, impressions and the average position on the SERPs page.
Additionally, The Blue Hose faced challenges in increasing their Domain Authority (DA), which is crucial for ranking higher in search engine results.
The lack of strong backlinks and optimised content further worsened their visibility issues, making it difficult to stand out in a competitive market.
The image shows sparse product titles on the website
The image shows sparse product descriptions on the website
The combines images show a lack of optimized content which negatively impacts SEO performance and slows down page loading times, ultimately affecting user engagement.
The image shows poor performance of website, leading to slow loading times
Moreover, website responsiveness and loading time were quite slow leading to a poor user experience and high bounce rates.
These SEO difficulties hindered their ability to fully capitalize on their status as a global leader in the pressure washer hose industry.
Nico Digital’s Intervention
To address the challenges faced by The Blue Hose, Nico Digital crafted a comprehensive and omnichannel SEO strategy designed to enhance its online presence and drive measurable results.
The intervention began with an in-depth audit of The Blue Hose’s website, identifying critical areas for our omnichannel marketing.
We primarily focused on these key areas:
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Keyword Optimization
: Use relevant keywords across all channels—search, images, products, and voice search.
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Content Strategy
: Develop high-quality, diverse content tailored to different platforms, such as blogs, product descriptions, and optimized images.
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Technical SEO
: Ensure fast load times, mobile-friendliness, and proper schema markup to improve search visibility across all Google services.
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Voice Search Optimization
: Incorporate natural language and question-based keywords to rank for voice queries.
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Link Building
: Build a strong backlink profile to boost authority across channels.
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Keyword Optimization
At Nico Digital, we believe in going beyond traditional keyword research, ensuring that every strategy we craft is designed to drive meaningful and measurable results.
Thus, to discover the actual keywords people use when searching for pressure washing hoses , air hoses & garden hoses, we ran a Google Shopping ad campaign for 10 days.
This campaign gave us valuable data and insights into keywords that traditional tools like SEMrush and Ahrefs missed.
The image below displays the Google Ads dashboard from a shopping campaign we ran to uncover hidden, high-performing keywords in the pressure washer category.
We used these search terms to meticulously update the website product titles, SEO titles, and meta descriptions, which resulted in our client ranking for extremely competitive keywords like –
“best pressure washing hoses”, “garden hose”, “pressure washing hose”
Example of an updated product description with keyword insertion.
Example of updated Meta Title and Description with keyword insertion.
Instead of just focusing on keyword stuffing in SEO titles and product titles, we prioritized the following:
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Increasing site load speed
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Using advanced conversion rate optimization
: We utilized heatmap tools like Microsoft Clarity and Hotjar to understand exactly where drop-offs were occurring in the sales funnel.
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- Identifying and fixing issues: For example, while reviewing Microsoft Clarity recordings, we discovered that customers were dropping off on the product page due to a video causing a JavaScript error on mobile. We immediately fixed the issue, which resulted in a 20% increase in conversion rate the following month.
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- Creating helpful content: We focused on fulfilling search queries and improving the actual conversion rate on the website.
Strategic SEO and Content Framework Implementation
We employed advanced SEO techniques to help our client rank for targeted keywords. Rather than relying solely on keyword research tools, we engaged in in-depth discussions with the client. This allowed us to fully understand the type of content their target audience was seeking.
With these insights, we created content that directly addressed their customers’ pain points. To structure this content effectively, we used a content pyramid framework. This ensured a strategic and layered approach that aligned with the client’s goals.
Focusing on real impact rather than just keyword difficulty when choosing keywords
Instead of focusing solely on keyword difficulty when selecting blog topics, we invested time in identifying gaps in our competitors’ content on Google SERPs. We spotted golden opportunities where search intent wasn’t fully met and created content to fill those voids.
For instance, before Father’s Day, we published a blog listing potential gifts to give your dad. We did this while our nearest competitor was preoccupied with updating old content. By writing this timely blog, we captured traffic from people searching for Father’s Day gardening gift ideas for 2024.
Content Marketing
We implemented a comprehensive content strategy to support every stage of the buyer’s journey, ensuring potential customers receive valuable information from initial need recognition to final purchase.
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- Awareness Stage: We created informative blog posts, guides, and how-tos to address common problems and introduce relevant solutions, establishing our brand as a trusted resource.
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- Consideration Stage: We provided in-depth comparisons, product features, and benefits through buying guides, top product lists, and detailed reviews, helping customers evaluate their options.
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- Decision Stage: We offered content that aids in the final purchase decision, including detailed product descriptions, customer testimonials, and case studies. We also included FAQs and after-sales content to build confidence in the purchase.
Garden & Watering Equipment
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- Buying Guides & Recommendations:
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- Top 10 Best Garden Hose Nozzles to Buy in 2024
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- Innovative Features to Look for When Buying a Modern Garden Hose Reel
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- Garden Hose Buying & Maintenance Guide 2024
Top 10 Best Garden Hose Nozzles to Buy in 2024
Innovative Features to Look for When Buying a Modern Garden Hose Reel
Garden Hose Buying & Maintenance Guide 2024
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- Usage Tips & How-Tos:
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- Master the Art of Watering Your Garden
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- Increase Garden Hose Water Pressure
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- How to Repair a Garden Hose
Master the Art of Watering Your Garden
Increase Garden Hose Water Pressure
How to Repair a Garden Hose
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- Seasonal & Gift Ideas:
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- Top 10 Unique Gardening Gifts for Father’s Day
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- Top 10 Unique Mother’s Day Garden Gift Ideas for Moms Who Love Gardening
Top 10 Unique Gardening Gifts for Father’s Day
Top 10 Unique Mother’s Day Garden Gift Ideas for Moms Who Love Gardening
Air Hoses & Compressors
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- Buying Guides & Recommendations:
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- 10 Best Air Compressor Hoses to Buy in 2024
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- Best Air Hose Reels to Buy in 2024
10 Best Air Compressor Hoses to Buy in 2024
Best Air Hose Reels to Buy in 2024
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- Usage Tips & How-Tos:
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- Top 7 Creative Air Hose Reel Ideas
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- 10 Tips to Choose the Right Air Hose
Top 7 Creative Air Hose Reel Ideas
10 Tips to Choose the Right Air Hose
Pressure Washers & Accessories
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- Buying Guides & Recommendations:
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- Top 10 Best Pressure Washer Spray Guns
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- Pressure Washer Hoses Buying Guide 2024
Top 10 Best Pressure Washer Spray Guns
Pressure Washer Hoses Buying Guide 2024
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- Usage Tips & How-Tos:
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- How to Wash Your Car at Home the Right Way
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- How to Clean a Wooden Fence with a Pressure Washer
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- Pressure Washing for Your House
How to Wash Your Car at Home the Right Way
How to Clean a Wooden Fence with a Pressure Washer
Pressure Washing for Your House
General Equipment Maintenance & Tips
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- Master the Art of Watering Your Garden
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- Garden Hose Buying & Maintenance Guide 2024
Master the Art of Watering Your Garden
Garden Hose Buying & Maintenance Guide 2024
Example of an FAQ section we created
Rather than getting caught up in writing lengthy articles and obsessing over getting all the boxes ticked on Yoast and RankMath, we focused on delivering content that truly serves our readers. Our priority was to provide all the information someone needs to make an informed decision in one place. After reading our content, we wanted readers to feel confident that they have everything they need, without needing to search further on Google for any missing details.
Backlink Building
We used the article to create backlinks and boost SEO.
Schema Markup Added
We added schema markup to enhance search engine understanding of the content which further help to improve visibility in search results.
Impact and Growth
The partnership between The Blue Hose and Nico Digital yielded outcomes that significantly enhanced the company’s online presence.
Within months, The Blue Hose saw a substantial increase in organic traffic, with more visitors engaging with their website than ever before.
Their Domain Authority (DA) improved markedly, propelling their site to higher positions in search engine rankings.
Before
After
Search Console Data
Before
After
Ranking for commercial keywords on the first page of Google
We even managed to achieve ranking for coveted high-traffic informational keywords
Our strategic keyword insertion across all channels like search, images, products and voice search helped us show up for the corresponding results.
The company appeared in a Google image search, ranking for the keyword “garden hose”.
The company ranked in voice search for the keyword “water hose”
The company appeared in search results with the keyword “garden hose”.
Ready to blast away your competition, transform your online presence and captivate your audience?
Let’s power up your SEO like we did for The Blue Hose.
Get in touch today, and let’s turn your brand into the go-to resource in your industry!
