How EZ-Flo Grew Organic Traffic
Roughly 4x and Became the Name
to Beat in Fertilizer Injection
EZ-Flo makes fertilizer injection systems for homeowners, growers, and irrigation pros, competing with long-established names like Chapin and Venturi. When we started, the brand was barely visible in organic search. We rebuilt and migrated the site, sharpened its product and fertilizer content, improved speed and schema, and optimized its Amazon listings. Organic traffic grew roughly fourfold, and EZ-Flo now owns the top of Google for the searches that define its category.
The Results
By rebuilding the site and deepening its content, we turned a brand that was hard to find into the organic leader for fertilizer-injection search.
The Problem
EZ-Flo had a strong product line and a loyal base of growers and irrigation pros, but online it was hard to find. For the fertilizer-injection and fertigation searches that define its category, the brand sat well behind established competitors, so new customers researching options rarely came across it.
The site also needed technical work. It was due for a migration, its speed and structure were holding it back, and its product and fertilizer pages were not built to rank for the way people actually search. For a company selling a considered, technical product, that meant losing buyers at the research stage to better-optimized competitors.
Grow EZ-Flo's organic presence so it could compete with the biggest names in fertilizer injection and capture the buyers researching these systems online.
We started with an SEO roadmap, then migrated the site to a stronger foundation and improved its speed and structure. We optimized and expanded the product and fertilizer pages so they spoke to how customers search, and added schema so search engines could understand the catalog. We also optimized EZ-Flo's Amazon listings, so the brand competed both on Google and on the marketplace where many of these purchases happen.
THE CHALLENGES
Out-ranking entrenched national brands meant rebuilding the site's foundation and its content at the same time.
Out-rank established brands
Names like Chapin and Venturi had years of authority for the core category terms. EZ-Flo had to earn its way to the top against them.
Migrate without losing ground
The site needed to move to a stronger foundation and get faster, all without disrupting the rankings and traffic it did have.
Win on Google and on Amazon
Many buyers research and purchase on the marketplace, so the brand had to be optimized in both places, not just on its own site.
- Low organic visibility: the brand was hard to find for its core fertilizer-injection searches.
- A site due for migration: speed and structure were limiting how well the site could rank.
- Under-optimized product pages: product and fertilizer pages were not built for how customers search.
- Marketplace opportunity: Amazon listings could capture buyers who research and purchase there.
The Bottom Line
- Roughly 4x organic growth: annual organic sessions grew from about 28K to more than 100K, peaking near 125K (Source: Google Analytics 4).
- Category-leading rankings: now ranks number one for 35 terms and holds 54 in the top three (Source: Advanced Web Ranking).
- Ahead of the establishment: out-ranks long-standing competitors like Chapin and Venturi for core searches (Source: Advanced Web Ranking).
- Stronger on every front: a faster, migrated site, optimized product pages, and optimized Amazon listings.
The Results
By rebuilding EZ-Flo's site and deepening its content on Google and Amazon alike, we grew its organic traffic roughly fourfold and made it the brand to beat in fertilizer injection. EZ-Flo now ranks number one for 35 category searches and holds 54 keywords in Google's top three, ahead of far older competitors.
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