« Back to Work


Prioritizing the PPC and SEO powerhouse to increase organic search rankings for one of the largest boiler parts suppliers in the nation.


Our partner WARE, an industrial and commercial boiler rental and service company that specializes in boiler equipment rentals and sales, training, and much more, has been a long-time client of VIA Studio. Over the years, we've provided digital strategy, website management, content generation, design, and especially search engine optimization (SEO) among many other services.

There are three components of the WARE parent brand. BoilerWAREhouse is WARE’s e-commerce shop that supplies over 40,000 boiler parts. All inventory from BoilerWAREhouse is shipped to customers from WARE’s Louisville, KY location.

This case study explores a project completed for WARE’s BoilerWAREhouse brand.

WARE eCommerce site on a laptop display.

The Challenge

In early 2022, we saw an opportunity to improve WARE’s search engine rankings for their product categories. WARE’s product category pages weren’t garnering as much traffic and VIA’s recommendation was to build out pillar page content and prioritize SEO keyword research.

Pillar page content is essentially content that provides an overview of a main topic with in-depth information about the topic — in this case, boiler part categories and terms. We identified that these product categories were high-converting entrance pages to the BoilerWAREhouse.com website and gave us the opportunity to crosslink with the parent website, WAREInc.com through blog articles and video content from WARE’s YouTube channel.

Our strategy team laid out two overarching objectives — the primary one being that this organic content would be indexed by organic search engine results, and the second is making educational and informative content for the end user.

The Approach

Previously, WARE’s product category pages were limited in content and detail. The previous format was: product categories, subcategories, manufacturers, and most popular products.

Our team worked collaboratively with WARE’s internal team to develop highly technical content while monitoring keyword performance using SEMRush and Google Search Console.

The pillar page content now follows the following format (see below): What the product is, the effects, things to consider, helpful resources (blogs and videos), and an FAQ.

In tandem with this work, we revamped an existing pay-per-click (PPC) campaign in July promoting BoilerWAREhouse.com products.

Completing both tactics on a similar timeframe gave us leverage in organic search, which typically takes a while to garner results and often takes trial and error. The PPC campaign helped elevate the pages that were underperforming the most.

The Results

We introduced these changes to pillar page content in Q3 and early Q4 of 2022, and have since seen great performance.

Since their implementation, the pillar page work has been a great success for the website. Organic search entrances to the updated pages increased by nearly +120% in the 28-day period following their publication. Additionally, revenue from users entering the updated pages also increased by more than +800%. Finally, on average, in the 28-day period after publishing the pillar page content, product category pages saw a one-position improvement in average SERP rankings.

Customer page revenue increased by over 800%.

If you need a partner in PPC or SEO work, contact us today. Let's talk about your short-term and long-term business goals and how we can help you achieve them.