SUCCESS STORIES

How Paragon Outpaced the Competition with SEO Torque and Traffic

Located in Waukee, Iowa, Paragon Performance offer a wide range of sports car performance products such as exhausts, turbo kits, intakes, tuning and more, specializing in the Corvette C8 and other models. With over 60 years of experience in the automotive world, they balance selling the right products with providing the best advice to their customers.

Need a HPDE set up, or have questions on tires or brakes? They’ve done it all, so know what works well and what doesn’t. What they didn’t have was an established online presence despite working in such a niche industry, with many of their competitors who sell aftermarket and OEM parts outranking them for key terms like “c8 accessories” and many more. They partnered with StudioHawk to grow their online visibility and get in front of more customers across the US looking for new parts and mods for their Corvettes.

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188%

increase in top 3 positions

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for all “corvette accessories” related keywords

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24%

increase in organic traffic

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The Need

Paragon Performance approached StudioHawk to elevate their online presence and organic performance.

Their key objectives included:

1. Increase organic visibility for main collections

2. Increase organic traffic by at least 10% YoY

3. Rank on page 1 for core terms related to "c8 accessories"

This required a complete overhaul of the site’s existing copy across collection pages, basic SEO fundamentals like meta data optimization, and driving more authority to the site targeted at some of the site’s most important pages.

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The Plan

Content Strategy
Optimize existing collection pages and build new collection pages to improve keyword rankings and drive conversions.

Technical SEO
Conduct regular technical audits and resolve site-wide technical issues including site speed optimization, internal linking and meta data optimization.

Offsite
We integrated strong links into the campaign and pointed them towards our target collection pages.

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Content Strategy

A bulk of the SEO campaign was going to be in overhauling the site’s existing content and adding new, comprehensive and better optimized copy to each of the collections. The site was struggling with a lack of content and the content that was there was brief or duplicated across multiple pages. After conducting detailed keyword research and mapping to identify the main opportunities for each collection page, which helped us to prioritize the order in which we tackled the collection pages, we worked closely with the Paragon Performance team, providing detailed content briefs to help better structure the pages. Once the content was created and uploaded to the site, we QA’d this and provided feedback on structure, internal linking and optimization improvements to ensure we were closely balancing the brand, the audience needs and the SEO-optimization needed to boost visibility.

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Technical SEO

A major challenge on the site was the simplicity of its CMS, meaning a lot of the backend functionality was inaccessible and we were not able to make a lot of major changes - for example with site speed optimization, we were limited to manual image optimizations rather than being able to rip out unused scripts simply because we couldn’t access what we needed.

That being said, we spent a lot of time testing and working on meta data optimization to encourage a higher click through rate when we did get ranking in higher positions, as well as other technical cleanup like fixing broken pages and internal links. The next stage for the campaign will be collaborating on a migration to Shopify where we can have more flexibility and control over the website AND be able to track online revenue and conversion data!

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Offsite

A major area where the site needed some assistance was the lack of authority. Although there weren’t many players in their niche who were specializing in C8 Corvette parts and accessories, Paragon Performance had a significantly lower authority than the other players in their niche. We focused on gaining strong links and mentions in relevant publications and articles to help drive more authority to the site’s individual collection pages.

95%

Increase in transactions

Increase in revenue

How Paragon Outpaced the Competition with SEO Torque and Traffic

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