Triangle Manufacturing
4,000-Hour E-Commerce Discovery & Build
Overview
Triangle Manufacturing approached us with a seemingly straightforward request: update their aging website. However, a standard revamp quickly became a data-driven e-commerce overhaul that influenced everything from product taxonomy to the company’s ERP structure.
Using data uncovered with keyword research and competitive comparisons, I worked with the team to reimagine how Triangle’s customers search, filter, and explore bearings, linkages, and other industrial components.
Discovery & Strategy
Analytics Audit & Digital Footprint
I began by analyzing Google Analytics and search console data to identify how users navigate the site and where they drop off. I also audited competitor approaches, noting patterns in industrial product filtering.
Market & Competitor Research
A thorough look at the bearing and manufacturing sector, focusing on how industry players structure product catalogs. This informed the approach to both site architecture and SEO content strategy.
Pillar Strategy & Keyword Clustering
Effective SEO starts with a strategy rooted in intent. We begin by conducting deep keyword research and organizing search terms into thematic clusters—grouping related phrases by their semantic connection, user behavior, and potential conversion value. These clusters are then aligned under primary, secondary, and tertiary content “pillars” based on business priority and search demand. The result? A scalable content architecture that’s easy for users to navigate and even easier for search engines to understand.
From Keywords to Conversions: Predicting ROI
Once the pillars are in place, it brings clarity to the fuzzy stuff—like impressions, MQLs, and what those keywords are really doing for your bottom line. By assigning measurable KPIs to each cluster, we track the full journey from search to conversion, not just vanity clicks. Even when the path feels not so Krystal klear, we use industry benchmarks and historical data to project ROI, estimating how many visits will turn into leads—and how many of those will actually turn into sales. It’s SEO with purpose, grounded in numbers, not just hope.
I mapped product categories and filters directly to user search patterns. For instance, many queries started with the type of bearing—like “Flange” or “Pillow Block”—so I anchored the main navigation around those core distinctions. Secondary filters (material, load capacity, etc.) allowed deeper refinement.
Implementing the New e-commerce search Experience
Post-Launch Results
Beyond the Build: Redefining How the Business Operated
Post-launch, Triangle adopted the same product taxonomy for its ERP system. This unified approach meant fewer data silos and smoother internal operations.
The impact of our work with Triangle went far beyond a website launch. During discovery, we didn’t just map out categories—we unraveled a product data mess that had been limiting both customer understanding and internal clarity. By structuring the catalog around real-world user behavior and aligning it with how customers searched (e.g., by application, material, mounting type), we gave buyers a clearer view into Triangle’s full range of capabilities—many of which were previously buried or misunderstood.
But the real transformation happened post-launch.
The product taxonomy and attribute strategy we developed for the website became so effective that Triangle adopted it wholesale as the foundation for their new ERP system. This decision marked a turning point: for the first time, their internal product, sales, and production teams were working from the same playbook as their customers. It eliminated internal data silos, streamlined quoting and manufacturing processes, and laid the groundwork for smarter forecasting and inventory management.
“That kind of end-to-end impact is the reason I approach every site not just as a digital project, but as an opportunity to reshape how a business operates.”
Despite the Gains
I discovered:
Much of the organic traffic was still off-target (poor intent).
Users weren’t navigating deeply enough into the product catalog.
To address these challenges, we:
Refined Navigation based on year-one data, further optimizing categories and sub-filters.
Re-Optimized On-Page Content to align with better-intent keywords.
Improved Technical SEO & Site Speed (e.g., minifying assets, leveraging caching).
Redesigned Main Category Landing Pages, offering clearer entry points for each product line.
Resulting Gains
46% increase in pageviews on second-level categories
34% increase in pageviews of product detail pages
Better alignment between user intent and actual site content, driving more meaningful leads