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Case Studies/Bluetex
Bluetex, a leading US provider of metal building insulation, partnered with us almost three years ago after experiencing stagnant organic performance and no long-term marketing strategy in place. Like many business owners, their founder was heavily focused on ranking for one specific keyword, the biggest, most competitive term in the industry.
To his credit, he put his trust in our process, allowed us to execute the strategy properly, and stayed patient through the foundational months. That trust paid off.
We focused on the keywords with the strongest commercial intent and highest industry demand:
These terms directly align with their core products and deliver the highest-quality traffic.
01
Full SEO Audit & On-Page Fixes
Bluetex’s original site had significant SEO blockers, including:
✔ Keyword cannibalisation between blogs and collection pages
✔ Multiple H1 issues across critical pages
✔ Weak metadata and inconsistent headings
✔ Poor internal linking
✔ Thin or outdated content across high value pages
We resolved all foundational issues to create a clean, search-friendly structure.
02
Deep Collaboration for Industry-Accurate, User-Focused Content
Because the owner is an industry expert deeply involved in installations, we adopted a collaborative content model:
The result: premium, authoritative content that aligns perfectly with what installation professionals and building owners search for.
03
Merchant Center Optimisation
For e-commerce performance, we:
✔ Fully optimised their Merchant Center setup
✔ Improved product data quality
✔ Ensured structured feeds for better visibility
✔ Earned the store badge, significantly increasing trust and click-through rates
This became a powerful supporting signal for both SEO and conversion rates.
04
Monthly Backlinks to Build Authority
We implemented a structured monthly backlink strategy designed to strengthen Bluetex’s authority in a slow, steady, and sustainable way exactly how Google rewards it.
Rather than chasing volume, we focused entirely on quality and relevance. Every backlink was secured through manual outreach, targeted only to websites that were contextually aligned with the client’s industry. This ensured each link offered both SEO value and topical authority: no mass produced links, and no automated placements.
Each month, we:
This consistent, relevance-led approach compounded over time, helping Bluetex steadily climb to, and maintain, #1 positions for all key commercial terms while reinforcing Google’s confidence in the site as the industry leader.
Bluetex has held #1 positions for all main terms, including “metal building insulation,” for over 18 months straight.
This level of ranking stability is a direct result of strong foundations, consistent optimisation, and a well-structured content strategy.
One of the strongest indicators of Bluetex’s long-term success is the consistency of their growth curve.
This is exactly what sustainable SEO looks like: a reliable curve trending upward, driven by long-term authority, strong content, and a well-structured website.
Organic has become one of Bluetex’s largest and most profitable channel, responsible for 41% of all yearly revenue.
This means organic now offers predictable revenue with significantly higher margins.
Bluetex’s investment into SEO has delivered exceptionally strong ROI:
This is substantial year-over-year growth and a testament to the compounding nature of long-term SEO done correctly.
The longer the campaign runs, the more powerful the returns become.
This kind of performance curve is extremely rare without paid ads and it reflects our experience and ability to execute long term SEO the right way – The ClickSlice Way.
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