Case Study:
Murphy Rigging

A rigging and millwright company lifts their traffic with targeted keywords


growth in overall organic impressions


growth in total ranking keywords


growth in target page organic impressions


growth in target page organic clicks

Key Strategies

  • Custom Strategy
  • SEO
  • PPC
  • Content
  • Web Design & Development
  • Analytics and Insights


  • Total ranking keyword growth
  • Total organic traffic growth
  • Increase in sales opportunities

The Client

Murphy Rigging and Erecting has been the top millwright services, machinery moving, and rigging company in the Upper Midwest for more than 110 years. With an impressive and ever growing list of projects on its resume, both domestically and abroad, Murphy continues to be one of Minnesota’s top specialty rigging and machinery moving companies. Murphy Rigging sought to enhance its online presence and drive organic traffic to its website. Collaborating with BizMatchery, Murphy Rigging embarked on a custom digital marketing strategy focused on organic SEO. Through meticulous keyword research, competitor analysis, content evaluation, and strategic content creation, Murphy Rigging witnessed remarkable growth in online exposure, organic site traffic, and new customer acquisition.

SMB Website Design - Murphy Rigging

The Situation

When a long-time employee bought the company, Murphy Rigging, which was formerly a part of Murphy Warehouse Company (Murphy Logistics), faced the need to separate their marketing initiatives. The new owner turned to BizMatchery to help him establish his own business identity in the digital realm. 

While part of Murphy Logistics, much of Murphy Rigging’s business was funneled through the senior company’s existing marketing efforts. This meant that, apart from Murphy Logistics’ efforts, a unique strategy was required to help Murphy Rigging establish itself in the rigging and millwright industries. Before partnering with BizMatchery, Murphy Rigging faced several challenges in its digital marketing efforts. The company struggled to rank prominently in search engine results, lacked visibility among its target audience, and had limited online lead generation capabilities. Recognizing the importance of a robust digital presence, Murphy Rigging sought assistance in developing a tailored strategy to address these challenges effectively.

The Solution

We began with our proprietary BizBoost custom digital marketing strategy. Through this thorough process, we were able to identify the many ways the rigging site had grown stagnant and was failing to reach its ideal target audience. We began by conducting exhaustive keyword research. This involved identifying keywords relevant to Murphy Rigging’s industry, services, and target audience. By delving into the search intent of potential customers, the team pinpointed high-potential keywords with substantial search volume and manageable competition. These keywords served as the cornerstone of Murphy Rigging’s SEO strategy, guiding subsequent content creation and optimization efforts.

Next, thorough competitor research was conducted to gain insights into industry trends and effective tactics. Analyzing competitors’ digital marketing strategies enabled BizMatchery to identify areas of opportunity and refine Murphy Rigging’s approach to outperform rivals in search engine rankings. This competitive analysis remains pivotal throughout the campaign, informing strategic decisions and ensuring Murphy Rigging maintains a competitive edge.

As part of the strategy, Murphy Rigging’s existing website content underwent meticulous evaluation and refreshment. Outdated or underperforming content was revamped and optimized to align seamlessly with target keywords, thereby enhancing relevance and maximizing its potential to rank higher in search results. Ongoing content refreshes continue to be part of the overall optimization strategy as we continue to refine their targeted organic reach.

Additionally, BizMatchery developed a content calendar for the creation of new blog posts. These posts addressed common pain points, industry trends, and frequently asked questions, positioning Murphy Rigging as a thought leader in the rigging and millwright sectors. Each post was meticulously optimized for target keywords, driving organic traffic and bolstering search engine visibility.

To further showcase Murphy Rigging’s extensive range of services, BizMatchery created new, tailored service pages. These pages provided comprehensive descriptions of services, emphasized key benefits, and featured compelling calls-to-action to encourage conversions. By expanding its online footprint with targeted service pages, Murphy Rigging effectively communicated its expertise and attracted prospects seeking specialized rigging solutions.

As traffic has increased and sales have grown, Murphy Rigging has been able to add paid media (PPC) strategies to their ongoing digital marketing work. New ad conversions have added additional leads to the funnel and positioned Murphy for ongoing success.

The Results

MR 12 month organic progress

The success story of Murphy Rigging illustrates how a tailored and strategic approach to digital marketing can propel growth for a company. Through collaboration with BizMatchery, Murphy Rigging leveraged organic SEO to expand its online presence, attract qualified leads, and convert prospects into customers. By embracing innovation and adapting to evolving digital trends, Murphy Rigging solidified its position as a leader in the rigging and millwright industry, paving the way for continued success in the digital landscape.

Some of the highlights of their performance include the following metrics:

  • +115% growth in overall organic impressions
  • +263% growth in total ranking keywords
  • +390% growth in target page organic impressions
  • +316% growth in target page organic clicks

Additional Insights

With heightened online visibility, Murphy Rigging witnessed an increase in organic traffic. This surge in website visitors translated into a notable uptick in qualified leads and inquiries, signaling a marked improvement in the company’s lead generation capabilities. The optimization of website content, coupled with the creation of informative blog posts, has played a pivotal role in attracting and engaging many new prospects. The strategic emphasis on showcasing Murphy Rigging’s extensive service offerings through dedicated service pages proved fruitful, resulting in enhanced conversion rates and a steady influx of new sales conversations. 

BizMatchery is an SMB digital marketing agency that creates custom digital marketing strategies to grow businesses organically and sustainably. Custom digital marketing strategies provide a business with the benefits of targeted approaches, cost-effectiveness, increased brand visibility, data-driven decision-making, enhanced customer engagement, flexibility, adaptability, and measurable results. By utilizing customized strategies, businesses can flourish in the constantly changing digital environment, successfully connect with their target audience, and accomplish their goals. Schedule a call to learn more.

Ready to write your own success story?

Work with us to discover and implement the right strategy for your business goals

Get Your Custom SMB Digital Marketing Strategy

Tell us about your goals