National Oilwell Varco (NOV)
The context
NOV is a global oil-and-gas technology leader headquartered in Houston, operating across 500+ locations. After a prior agency under-delivered, the team engaged us to rebuild organic visibility, standardize technical hygiene, and support brand awareness with Paid Social. Success meant fixing fundamentals at scale and aligning content to how engineers, procurement, and operators actually search.
We anchored the program to NOV’s business structure. Each unit needed clear keyword coverage, clean templates, and location signals that worked globally. BrightEdge became our source of truth for opportunity sizing, rank movement, and share-of-voice against category competitors.
Site performance and crawlability held the program back. We found speed issues, 404/500 errors, duplicate URLs, and inconsistent canonicals that split authority and wasted crawl budget. Indexing lagged for key page types; schema usage was uneven, limiting rich-result eligibility.
Content signals were fragmented. Product lines were complex, but pages lacked consistent headers, internal links, and terminology that matched buyer queries. Local presence was under-optimized across hundreds of locations, and conversion paths were thin—navigation and on-page modules didn’t guide users to the right spec sheets, contacts, or quote forms.
Our discovery showed NOV’s content wasn’t matching how buyers searched. Engineers and procurement teams used spec-based queries — part numbers, certifications, applications — but the site emphasized brand-led messaging instead of detailed answers. Valuable long-tail traffic was missed, and critical elements like spec tables, manuals, and standards were buried too deep to drive conversions.
On the technical side, crawl and authority signals were scattered. Duplicate URLs, inconsistent canonicals, and slow-loading templates limited indexation. Schema was incomplete, so product and FAQ snippets rarely surfaced in SERPs. Local visibility was also weak, with hundreds of Google Business Profiles missing consistent data, which hurt searches for service and repair. Even when buyers found NOV online, weak CTAs and unclear navigation meant too many left without taking action.
We executed an enterprise SEO plan built for scale and clarity—technical first, then content depth, local signals, and CRO guidance.
Technical SEO audit (BrightEdge + crawls)
Prioritized fixes for LCP/CLS, 404/500 cleanup, canonical consolidation, and duplicate path rules. Standardized robots/index logic and submitted focused sitemaps for critical templates.Content optimization by business unit
Built a keyword roadmap mapped to 7 units and their customer segments. Rewrote headers, tightened copy to buyer terms, and added internal links from solutions → products → resources to concentrate authority.Local SEO enhancement
Normalized Google Business Profiles for international sites: names, categories, UTM tagging, hours, and geo-pages. Aligned NAP data and embedded location schema to strengthen proximity relevance.
Schema and structured content
Audited current types and deployed Product, Organization, Breadcrumb, and FAQ where eligible. Recommended spec-table patterns to improve machine readability for complex equipment pages.CRO recommendations
Delivered a navigation mock-up adding “Brands” and “Capabilities,” on-page tables of contents for long assets, and an interlinking pattern to surface related products and applications. Defined contact/quote CTAs by intent stage.Ongoing reporting & consult
Custom dashboards for ranks, new keyword acquisition, SOV vs. competitors, and indexed-page health. Monthly working sessions to prioritize the next technical and content sprints.
Organic coverage expanded materially. We captured 2,145 new organic keyword rankings, driven by canonical fixes, structured data, and tighter mapping of topics to business units. Visibility improved against the competitive set, with share-of-voice up 28% vs. key competitors, indicating healthier rankings across priority terms.
Navigation and page-level changes improved discoverability and user flow. Engineers and buyers reached spec content faster, while location updates boosted local discovery for service and support. Internal teams reported smoother site maintenance thanks to standardized templates and clear governance for future content.
