Case Study Overview
Answering the Search: How a Strategic FAQ Page & Rich Snippets Drove 2,100+ Organic Sessions for Excel Dryer
Excel Dryer is a distinguished family-run business renowned for producing the XLERATOR® hand dryer. As the only hand dryer “Made in the USA” Certified, it offers a compelling 95% cost saving over paper towels, positioning it as a leader in efficiency and innovation in public and commercial restrooms.
- Manufacturing
- SEO/Site Optimization
The Challenge
Cutting Through the Clutter in a Competitive Digital Landscape
The hand dryer market is fiercely competitive online. Numerous organizations aggressively vie for top rankings around a core set of highly coveted keywords (a quick Google search for “hand dryer” immediately reveals this intense competition). While already engaged in ongoing content creation, Excel Dryer sought innovative and distinctive strategies to significantly boost high-quality organic traffic to their website and stand out.
The Big Idea
Leveraging User Intent & Schema for Enhanced Organic Visibility
Site-Seeker recognized that in a saturated keyword market, directly addressing the questions potential customers and specifiers have about hand dryers, hygiene, and product specifics presented a unique opportunity. The “Big Idea” was to create a comprehensive, authoritative resource that answered these questions thoroughly and utilized rich snippets (schema markup) to clearly communicate this valuable Q&A structure to Google, thereby increasing its chances of prominent organic display.
The Results
Significant Organic Traffic Gains from Targeted Content
The strategically developed FAQ page delivered impressive and sustained results, contributing significantly to Excel Dryer’s overall organic search success:
Targeted Traffic Magnet
The year-and-a-half after its publication, the FAQ page alone drove more than 2,100 sessions to the Excel Dryer website.
Dominated by Organic Search
Crucially, 70% of these 2,100+ sessions originated directly from Google organic search, validating the effectiveness of the content and rich snippet strategy in capturing user queries.
Contribution to Overall SEO Success
As an integral part of Site-Seeker’s comprehensive SEO and content strategy—encompassing page optimization, linking, article writing, and other rich snippets—this initiative has helped organic search drive more than 45,000 visitors to the Excel Dryer site each year.
Site-Seeker's initiative helped organic search drive more than 45,000 visitors to the Excel Dryer site each year
This was just one example of how Site-Seeker helps clients meet (and exceed) their business goals. Through a thoughtful mix of strategy, creativity, and data-driven decisions, we deliver results that make an impact. Let’s explore how we can help move your marketing forward.
Our Insights & Strategy
From Questions to Qualified Traffic
Our approach was rooted in understanding user behavior and search engine algorithms:
Insight 1
Users frequently turn to search engines with specific questions. A well-structured, information-rich FAQ page could capture this high-intent, long-tail search traffic that more general keyword targeting might miss.
Insight 2
Google’s Knowledge Graph and its preference for content that directly answers user queries mean that structured data (like FAQ rich snippets) can significantly improve a page’s visibility, potentially leading to appearances in “People Also Ask” boxes or enhanced search listings.
Insight 3
In the specific context of hand dryers, questions around hygiene, cost-effectiveness, environmental impact, and product features are paramount for potential B2B customers and specifiers.
Site-Seeker’s strategy was to:
- Develop an Authoritative FAQ Resource: Create a single, comprehensive FAQ page that would serve as a go-to resource for anyone seeking information about hand dryers.
- Implement Technical SEO for Enhanced Discoverability: Utilize FAQPage schema markup to explicitly define the question-and-answer format for search engines, making the content more easily digestible and eligible for rich results.
- Integrate into a Holistic SEO Approach: Ensure this new content piece complemented and amplified Excel Dryer’s existing SEO efforts, including content marketing and on-page optimization.
Execution
Building and Optimizing a High-Impact FAQ Page
Site-Seeker meticulously executed this strategy through several key actions:
In-Depth Research & Content Creation
- We identified various frequently asked questions about hand dryers, hand hygiene, the XLERATOR®'s specific benefits, and comparison to paper towels.
- This research resulted in producing a substantial, 1,750-word, information-rich FAQ page designed to provide comprehensive and valuable answers.
Strategic Rich Snippet Implementation
- We carefully injected FAQ Page rich snippets into the website’s code for the newly created page.
- This involved structuring the content as clear question-and-answer pairs and marking them up with the appropriate schema.org vocabulary, effectively "telling" Google the specific nature and utility of the information provided.
Synergy with Overall SEO Efforts
- The FAQ page initiative was integrated as a key component of Excel Dryer's broader SEO and content strategy, which also included ongoing page optimization, strategic internal and external linking, regular article writing, and other relevant rich snippets across the site.
By deeply understanding user intent and leveraging technical SEO best practices, Site-Seeker enabled Excel Dryer to carve out a valuable niche in organic search, attract highly qualified visitors, and reinforce its authority in the competitive hand dryer market.
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