The Business
Multiple Glass Manufacturing Capabilities Under One Roof
Swift Glass has been growing in its hometown of Elmira, New York, for more than a century. The company began as the Swift Lubricator Company in 1881 and transitioned to glass fabrication in the 1940s. In 1952, co-owner Charles Burke took full ownership of Swift Glass, and the business has been a family affair ever since. “The fourth generation of Burkes started working here last year,” said Vice President Sheila Burke Reynolds, who works alongside her father, President and CEO Daniel Burke, in addition to her siblings, nephews, and niece.
The company has grown from fewer than 10 employees at the beginning of her father’s tenure to about 100 employees today. Its footprint in Elmira has also grown over the years to serve the needs of its expanding client base. Swift Glass specializes in glass fabrication for a wide range of industries, including aerospace, optical, medical, petrochemical, and the semiconductor industry.
The Solution
Driving Growth with SEO Upgrades, New Content Strategy
“Thomas helped us do our website and we completely became present in the digital world, which we weren't before. I mean, we had a website, but it was essentially a single picture, and I don't think there was any navigation. You couldn't go anywhere on the site. It had our contact info, and that was it. But now, we've reached so many customers…we’ve seen our database of contacts grow from just 900 to more than 17,000 now. It's been amazing.”
By working with TMS to increase the amount of informational content on its website, Swift Glass improved its organic search presence with stronger keyword rankings and positioning. Focusing new content on industries where the company wants to grow has helped bring in leads in key markets.
The Results
Strong Keyword Rankings, Quality Content Attract Engaged Visitors
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Before the redesign, Swift Glass’ website averaged about 739 visitors per month. By 2023, website visitors increased by 1,100% to more than 8,800 per month, with 31% year-over-year growth between 2022 and 2023.
Stronger keyword rankings play a major role in this steady rise in traffic. Between 2022 and 2023, the website saw a 19% increase in organic keywords and 16.5% increase in keywords that appear on the first page of Google search results.
“The number of keywords that we rank on the first page — there's so many of them, it's fabulous,” Burke Reynolds said.
Swift Glass’ website ranks for 3,621 organic keywords, including a No. 1 ranking for the search terms “glass fabrication” and “custom glass fabrication.” These impressive rankings mean Swift Glass is front and center in the search results of customers looking for glass fabrication solutions or information. The company has earned featured snippets on Google for several search terms, positioning them as both a top supplier and a thought leader.
By working with TMS to improve SEO, Swift Glass has earned featured snippets on Google for several search terms.
Organic search has been a key source for new leads, and conversions rose by 6.4% year-over-year in 2023, indicating higher quality, more engaged visitors.
Email has also been an important source of engagement and new leads. Swift Glass uses email to promote the eBooks and other content that TMS produces as part of the company’s content strategy, which focuses on specific industries identified as growth opportunities. Within a week of sending an email promoting a medical eBook, Swift Glass booked new business with a medical customer they had previously been unsuccessful in connecting with. “They got [the email] and we got a quote from them. It was amazing,” Burke Reynolds said.
In 2023, TMS helped Swift Glass grow its foothold in the semiconductor industry with an email campaign promoting the semiconductor application page, blogs, infographic, and eBooks. Burke Reynolds meets with the TMS team weekly to review leads and plan future campaigns and content. This real-time monitoring coupled with an eye on the future is one of the things Burke Reynolds likes best about working with Thomas, and she believes a forward-thinking approach will continue to help Swift Glass grow.
“Thomas has been so thorough and done so much for us with marketing and SEO,” she said. “They’ve helped our program change to keep up with the times, which is so important. They aren’t stagnant in what they do.”
How can Thomas help your company grow?
Whether you need help with keyword ranking and SEO, social media management, blog content, email strategy, or website design, Thomas can create a plan that suits your needs. Check out Thomas’ programs and customizable advertising.
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