Superior's Break Through Performance

Superior Well Services, a public company operating in the highly competitive oil and gas exploration market, provides technology and services to facilitate access to natural resources. DROZ assisted Superior in developing a marketing strategy and accompanying tactics to position the company more favorably in the market, featuring their advanced technology and capability to improve well performance. In particular, a new brand infrastructure, Web site, SEO strategies, product descriptions, and public relations, helped to increase their visibility and competitive position, drive more traffic to their Web site and provide a more seamless connection between their divisions and customers.

The Challenge:
Superior's market is dominated by both large integrated service providers (including Schlumberger and Halliburton), and dozens of undifferentiated smaller firms that compete in local/regional markets. To attract additional business and qualified personnel to fuel the company's growth, Superior needed both a strategy and execution tactics to:

• Differentiate itself in their market in both products and services.
• Increase Visibility to create awareness of their differentiated position.
• Revise Materials to appropriately communicate their mission and value.
• Drive Traffic to their revised site and make it more user friendly.

Our research showed that over 50% of people looking for well services started their search on the Web. Because of that, the decision was made to also create and execute an Search Engine Optimization (SEO) campaign to increase Superior's ranking with Google and other search engines.

The Solution:
To achieve this, Droz provided:
1. Research. Conducted market research to identify key competitors and evaluated their services and Web presence as compared to Superior's.
2. Brand Promise, "Superior Performance," based on their name and what research showed was the core customer need (Well Peformance).
3. New Web site, that provided seamless connections between personnel and customers, integrated the brand and critical product information and provided relevant dynamic content to stockholders, staff and customers.
4. Differentiated Product Descriptions that highlighted their unique technology and its applications.
5. SEO and Web strategy that would increase Superior's visibility on the Web, including: keywords, strategic copy placement and online links to a broad range of channels.

The Results:
Within days Superior was ranking better on Google than they had been previously, and within weeks it made the first page of hits. Superior eventually acheived number one search position for the most desirable search words well before their goal date. They were consistently ranking better than their larger competitors and consistently ranking number one on Google searches that mattered the most to their business. In addition, Superior saw an increase in overall business, improved investor relations, and an increase in highly qualified candidates for open job positions. Current employees were better engaged, and prospective clients more quickly identified Superior's core strengths. Superior successfully differentiated themselves from their competitors.

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For more information about how DROZ can improve your search engine optimization, contact us at 412.338.1818, or ddroz@droz.com.