When a leader in advanced microscopy and metrology solutions realized paid ads weren’t generating the high-quality leads they needed, they turned to a smarter, more sustainable strategy: Search Engine Optimization (SEO).
About the Company
This long-standing, trusted distributor of advanced microscopy and metrology systems serving highly technical industries across North America. Their marketing goal is simple but vital: when someone searches for a solution, they should be the expert they find.
The Challenge: Paid Ads Fall Short—SEO Offered a Smarter Option
The company had previously invested in Google Ads to drive website traffic, but the campaigns were costly and inconsistent. Despite the spend, they failed to produce enough qualified leads to justify the investment.
As a specialized distributor representing multiple global manufacturers, the company knew its success depended on owning its lead-generation strategy. While many partners operate internationally, those global marketing efforts didn’t reach the niche U.S. audience searching for advanced microscopy and imaging solutions.
“Driving lead generation is the absolute most critical piece for us… We spent money on advertising (Google ads), but it didn’t really work. SEO did work.” — Company CEO
Rather than continue relying on paid campaigns or manufacturer visibility, the team sought a more measurable, long-term approach—one that could use their technical expertise to reach customers organically and keep the company visible at every stage of the buyer journey.
Why RUNMARK: Data, Strategy, and Trust
The company recognized that its customers were actively researching solutions online. They partnered with RUNMARK because of the agency’s data-driven, strategic approach and proven ability to turn technical content into measurable SEO performance.
Several factors made RUNMARK the clear choice:
- Understanding Search Intent: RUNMARK identified the specific keywords and technical terminology that real customers use. This insight was “critical” to understanding what their audience is interested in and how they are searching for information.
- Trust and Expertise: With search algorithms constantly changing, the company valued RUNMARK’s ability to focus on what truly works. RUNMARK takes responsibility for knowing the right strategies and best practices so their clients don’t have to keep tabs on yet another moving target.
Once the partnership began, the focus shifted from theory to execution—turning insights into a structured, sustainable SEO program designed for measurable growth.
The SEO Strategy that Changed the Game
RUNMARK built a strategy around one core strength the company already had: deep product expertise. The goal was to make that knowledge discoverable, authoritative, and visible to the right audience.
Demand-Driven Keyword Research
RUNMARK moved beyond the narrow focus of late-stage buying terms to include keywords across all stages of the buyer journey—from broad educational queries to highly specific product searches. By targeting phrases with monthly volumes ranging from 10 to 4,000, the company began attracting both niche researchers and decision-makers ready to buy.
SEO for Every Stage of the Buyer Journey
The strategy balanced technical product pages with educational content, positioning the company as both a supplier and a trusted resource. This mix expanded domain authority and ensured the site performed well for a wide range of searches.
Strategic Content Architecture
RUNMARK guided the restructuring of the company’s website to make every page work harder for SEO. Technical articles, educational resources, and product content were connected strategically, helping search engines understand the site’s full expertise while creating a better user experience for visitors.
Building Search Authority
The ongoing SEO effort focused on consistent visibility. By appearing in search results again and again, they built lasting credibility. When prospects were ready to buy, the company was already top-of-mind—the trusted name they recognized.
This SEO foundation quickly became the company’s second most valuable marketing channel, generating new leads that complemented the engagement driven by its strong email program.
Results
The shift from paid ads to a data-driven SEO strategy delivered measurable, sustainable growth:
- 340% increase in search visibility
- Website traffic doubled (from ~2,000–2,500 to more than 4,000 monthly visits)
- Higher-quality leads that outperformed trade show and ad-generated contacts
“You might have a customer that doesn’t remember the name of our company… but if you’re tracking the right keywords, they’ll find you.” — Company CEO
By consistently ranking for key search terms, JH Technologies ensures that both new prospects and long-time customers can easily find them—right at the moment of intent.
Conclusion
For niche B2B distributors, paid advertising can be expensive and unpredictable. This advanced microscopy distributor proved there’s a better way.
By partnering with RUNMARK and committing to a data-driven SEO strategy, they transformed their website from a static product catalog into a high-performing lead engine—doubling traffic, increasing visibility by 340%, and fueling their sales pipeline with better-qualified prospects.
SEO didn’t just replace their ad spend—it delivered lasting authority, brand recognition, and measurable business growth.