How Solid Innovation Increased Traffic by 2900% After Being Burned 3 Times [Case Study]

Solid Innovation provides Solid Route Accounting™, a comprehensive software solution for direct store delivery (DSD), mobile sales, van sales, inventory tracking, and route accounting.

Despite having a robust product tailored for distributors, their website failed to generate meaningful traffic or leads, largely due to failed partnerships with (3) prior SEO agencies.

These agencies wasted time and resources on:

1. Futile Technical SEO: Fixating on backend details with minimal impact on traffic or rankings.

2. Scammy Backlinks: Deploying risky link-building tactics that jeopardized site credibility.

3. Irrelevant, Inconsistent Content: Producing generic topics that failed to attract Solid Innovation's niche audience or convert visitors into leads.

In just 100 days, we helped Solid Innovation achieve a 2900% increase in organic traffic by focusing on what their previous agencies overlooked: targeting low-competition, high-buying-intent keywords that spoke directly to their ideal customers—niche distributors.

The Problem: Misaligned Strategies and Unrealized Potential

When Solid Innovation came to us, their content was scattered and irrelevant. Despite being a leading route accounting software provider, their online presence did not reflect their authority or appeal to the specific industries they served. Key challenges included:

• No Focus on Buying Intent: Content wasn’t targeting the high-value keywords their ideal customers were searching for.

• Failure to Address Niche Needs: Industries like bottled water, propane, and food distribution weren’t addressed in their content strategy.

• Lack of Consistent Publishing: Infrequent posting made it difficult for search engines to recognize the site as a trusted source.

Our Solution: Hyper-Focused, Product-Led Content Strategy

We approached Solid Innovation’s content strategy differently by aligning every piece of content with their product features and the needs of their target audience. Here’s how:

1. Targeting Niche Keywords with High Buying Intent

We identified keywords with low competition and high intent to attract specific types of distributors—Solid Innovation’s ideal customers. Examples included:

• Bottled Water Delivery Software

• Propane Delivery Management Software

• Fuel Oil Delivery Software

• Bread Distribution Software

• Milk Distribution Software

• Snack Distribution Software

Each of these keywords represented a clear opportunity to attract traffic from distributors actively seeking software solutions for their industries. By focusing on these underserved topics, we created content that drove qualified traffic and conversions.

2. Creating Informational Content for Top-of-Funnel Awareness

To build familiarity with Solid Innovation early in the decision-making process, we targeted educational topics that appealed to distributors researching solutions. Examples included:

• “How Do Distributors Make Money?”

• “Route Management for DSD Operations”

• “Inventory Control Best Practices for Distributors”

• “Benefits of Direct Store Delivery”

This mix of educational and product-focused content ensured Solid Innovation became a recognized authority among distributors, even before they were ready to buy.

3. Optimizing Content for Conversion

Every blog post, landing page, and guide was designed to tie directly back to Solid Route Accounting™. For example:

• A guide on “Food Distribution Software” explained how Solid Innovation’s system simplifies inventory management, invoicing, and route planning.

• A post about “Bottled Water Delivery Software” highlighted features like order entry, van sales, and central management, positioning Solid Innovation as the go-to solution.

4. Building a Scalable Content Framework

We organized keywords into clear pillars and clusters to build topical authority and enable long-term growth. For instance:

• Pillar: Distribution Management

  • Sub-Cluster: Inventory Control

    • Keywords: “Truck Inventory Software,” “Multi-Warehouse Inventory Management.”

  • Sub-Cluster: Direct Store Delivery

    • Keywords: “Milk Distribution Software,” “Produce Distribution Software.”

• Pillar: Technology and Tools

  • Sub-Cluster: ERP Integration

    • Keywords: “QuickBooks for Trucking,” “What is Distribution ERP.”

This structure ensured Solid Innovation could continue building content to dominate entire niches over time.

The Results: A 2900% Traffic Increase and a Dominant Online Presence

In just 100 days, Solid Innovation achieved:

1. 2900% Organic Traffic Growth: From near-zero traffic to ranking for over 60 high-intent keywords.

2. Dominance in Niche Searches: Solid Innovation ranked in the top positions for terms like “Bottled Water Delivery Software” and “Bread Distribution Software,” attracting ideal customers.

3. Increased Brand Recognition: Informational content helped Solid Innovation build trust and familiarity with distributors early in the buying journey.

Key Takeaways: What You Can Learn from Solid Innovation’s Success

1. Target Low-Competition, High-Intent Keywords: Focus on keywords that speak directly to your audience’s needs and tie back to your product.

2. Balance Product-Led and Informational Content: Educate your audience while positioning your solution as the answer to their problems.

3. Build for Long-Term Authority: Organize content into clusters and pillars to grow traffic sustainably over time.

4. Don’t Rely on Shortcuts: Avoid technical SEO gimmicks and focus on strategies that bring real business value.

If your SEO efforts have stalled or failed, consider rethinking your approach. By focusing on strategy, precision, and consistency, Solid Innovation transformed their organic traffic—and you can too. Ready to grow? Let’s talk.