CASE STUDY

Producing Performance & Visibility Wins for EOS GmbH — A Global 3D Printing Leader

Brafton’s ongoing relationship with EOS has so far facilitated notable boosts in site health, total ranking keywords and SERP feature ownership.

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EOS GmbH — or simply EOS — is a global leader in industrial additive manufacturing (AM), commonly known as 3D printing, specializing in metals and plastics. They are pioneers in developing fully integrated end-to-end solutions from advanced 3D printers to proprietary materials and finely tuned process parameters.

THE CHALLENGE

Sustained SEO Success for Better Brand Awareness

SEO is a changing game. AI-powered SERP features can slash website impressions and clicks, especially if your brand isn’t showing up there.

SEO strategy is ever important — though its approach slightly different — from its legacy requirements, necessitating a twofold strategy that addresses both fundamental SEO and emerging generative engine optimization (GEO) best practices.

Done effectively, married SEO and GEO give brands the best shot at not only ranking traditionally, but winning AI attention too.

Before our ongoing relationship, EOS faced challenges developing and implementing an effective SEO strategy that delivered steady wins over time. Unsure where to begin or what worked best in today’s search landscape, they reached out to Brafton for advice and action to boost search visibility across core pages and general brand awareness.

THE SOLUTION

Search engine optimization (SEO).

Generative engine optimization (GEO).

Technical SEO, meta information & content audits.

Content strategy development.

Over the past year, Brafton’s SEO team sought out, developed and implemented key SEO strategies and projects to directly support EOS’s goals of better search and brand visibility, rankings and AI SERP feature ownership.

To begin, technical SEO, meta information and content audits gave Brafton an understanding of EOS’s current standing, including what was good and what needed improvement. Throughout these projects, we identified actionable opportunities to improve EOS’s overarching SEO strategy, including:

Establishing baseline monitoring for SEO performance.
Identifying technical SEO opportunities to improve website performance.
Revealing content opportunities for net-new and re-optimized content to close keyword gaps and improve visibility.

THE OUTCOME

Mending Site Health & Rising Brand Visibility

+5%

increase in site health score.

+106%

increase in total ranking keywords (including 43 in Position 1).

+63%

increase in SERP feature ownership (including 43 AI Overview rankings).

+26.6%

increase in brand visibility.

Though Brafton’s efforts are ongoing, we’ve already set forth a motion of measurable wins in EOS’s SEO department. Continuous site health checks help us identify and remediate degradative site aspects like toxic backlinks, ineffective metadata and broken elements, which have — so far — boosted site health by +5%.

Content optimization efforts are driving more robust rankings and SERP feature ownership, too. Mentions in Google’s AI overviews jumped from just 8 last year to 43 this year. Traditional ranking metrics are also seeing a steady increase, with 709 total keywords ranking on Page 1, including 143 in a top 3 position.

In the coming months, Brafton’s continued strategy development and technical SEO work will begin to include Search Performance Briefs (SPBs) and content creation for search- and LLM-optimized output that directly supports the SEO and GEO work we’ve been doing with EOS over the past year.

Modern SEO strategies — with evolving GEO bits thrown in — can be overwhelming. Let Brafton’s experts discern and deliver what your website needs to succeed, whether that’s a top-down strategy or à la carte service.