Our founder, Shane Eubanks, worked with Shaw Industries’ commercial division from 2006-2013. During that time, he implemented what would evolve into our Compound Organic Growth System, which created 10X growth in organic traffic for Shaw’s commercial brands.
Using this strategy, Shaw became the most visible brand for commercial carpet, carpet tiles, hospitality carpet, and numerous other commercial flooring searches and categories. Shaw dominated the industry with growth month-over-month, year-after-year with this system.
VIEW THE STRATEGY & RESULTS BELOW
Scope
- Optimize & Grow 3 Primary Brands:
- Shaw Contract
- Shaw Hospitality
- Patcraft
- Technical Optimizations
- Content Optimizations
- Competitive Analysis
- Analysis of Industry & Consumer Trends
- Optimize for Leads & Engagement
Wins
- 10X Growth of Search Engine Traffic
- 725% Growth in Non-Brand Search Traffic
- 171% Growth in International Search Traffic
Phase 1
Strengthen the Technical & Content Foundation
Shaw was one of the first brands that Shane built on the Compound Organic Growth System.
The first phase began with a deep audit to uncover issues and opportunities in both the technical and content aspects of the websites. After the initial audit, tasks were prioritized & categorized by factoring in what we like to call the ROE (Return on Effort). The amount of effort for each task was determined and then calculated against the impact it would have on the site. High-impact, low-effort tasks were prioritized first to generate quick wins, while establishing a strong foundation for growth.
Phase 2
Industry & Competitor Analysis
With the foundation laid, the next phase centered around Industry & Competitor Analysis. This phase included:
- Evaluating Shaw’s top product offerings
- Matching those product offerings with industry demands
- Uncovering opportunities to change product names based on how consumers searched for those products
- E.g. “modular carpet” was changed to “carpet tiles” due to consumer search volume
- Competitor Gaps were analyzed to discover opportunities to create or modify products & content to gain organic market share
This phase is continual throughout the Compound Organic Growth System as trends and demands are constantly fluctuating.
The optimizations that were implemented in this phase led to constant, record-breaking growth, year-after-year.
Phase 3
Analyze Results & Optimize Constantly
The third phase began the long game of analyzing results & monitoring competitors as well as industry and economic data. Every month involved seeking new opportunities to build upon the growth of the previous month. This consistent focus led to record-breaking growth for Shaw’s commercial brands.
- Shaw Contract became the organic leader in Commercial Carpet & Carpet Tiles
- Shaw Hospitality became the organic leader in Hospitality Carpet
- Patcraft broke records and solidified their authority in commercial flooring
10
X
Organic Traffic
725
%
Growth in Non-Brand Traffic
171
%
Growth in International Traffic
