// manufacturing · since_2022
Search into qualified leads.
+234%
impressions
+338%
sessions
157
rankings_earned
+2,100%
yoy_engagement
// services
- Website Design & Development
- Search Engine Optimization (SEO)
- Performance Marketing / Paid Media
- Content Marketing
- Social & Lead Generation
- Graphic Design / Creative Retainer
// industry
Manufacturing
// engagement
Ongoing retainer
// timeline
since_2022
Pixels matter
Every design, every piece of content, every ad, every report, every strategy The Nine ships is built on the pixel. Pixel- perfect isn’t a tagline — it’s the discipline of pouring the same care into a thought, a layout, a sentence, and a line of code, because all of it carries meaning.
The Nine’s manufacturing marketing team delivered the following disciplines to Shapiro under a single retainer: SEO, performance marketing and lead generation, content marketing, graphic design, website design, and website development — coordinated cross-departmentally instead of handed off between agencies.
Turnaround & strategy
The Nine was brought on after Shapiro’s previous agency struggled to keep pace with a brand that was actively changing identity and launching new divisions. With the rebrand already underway, Shapiro needed an agile, manufacturing-fluent partner that could ship strategy and execution at the same speed.
The site, as inherited, didn’t accurately represent the business. Net-new pages were missing across the structure, and SEO was leaning heavily on brand recognition rather than non-branded discovery. In the first sprint:
- Google Business Profile
- All thirteen location profiles rebuilt with consistent NAP, accurate categorization, and review-prompt automation.
- Title & meta rewrites
- Page-by-page rewrite of titles and meta descriptions across every main service page — tied to actual search intent, not inherited boilerplate.
- Plant-location pages
- Dedicated pages for each plant location, so regional queries land on the right facility instead of the home page.
- Industry pages
- Structured pages for each of the primary industries Shapiro serves — the verticals the sales team actually wants inbound from.
- Material details
- Specification pages for the materials Shapiro handles, so technical buyers can self-qualify before contacting sales.
- Sustainability story
- Net-new content covering the sustainability and circular- economy initiatives at the center of the rebrand — and ranking for it.
Our approach
With the structural work mapped, The Nine moved into the rebrand itself: identify the baseline messaging needed to carry Shapiro into a sustainability-first identity, get the narrative right, then optimize against it with a results-driven mindset. Execution tactics — website development, performance marketing, and SEO — followed the strategy, not the other way around.
Solution
Agility was evident from week one. The Nine took over mid-flight from the previous agency and demonstrated a one-to-two-week project turnaround on substantive work — a step change from what Shapiro had been accustomed to.
The retainer covers a creative retainer, SEO, performance marketing and lead generation, and — indirectly through the creative retainer — social media management. Internally, the team coordinated across seven departments at Shapiro, delivering speedy results at an enterprise level. The combination of fast response times and the agency’s manufacturing fluency made the working relationship easy in both directions.
Impact
The results showed up across every channel Shapiro was actively investing in:
- Search visibility
- +234% impressions and +338% sessions — the redesigned site, rebuilt around real search intent, finally showing up for non-branded queries instead of leaning on name recognition.
- Rankings
- 157 keyword rankings earned across local, commercial, and national intent. Branded vs. non-branded mix dropped from 91% branded to 75% in ten months — exactly the trajectory an SEO program is supposed to produce.
- Paid media lift
- +2,100% YoY engagement on paid social — the rebrand creative finally giving paid media something to amplify, against a clearly-positioned business.
- Attributed leads
- +175 attributed leads from social and organic forms — feeding the sales team an actual pipeline, self-routed by location and material. The engagement rate held at 13%+, well above B2B benchmark.
Conclusion
The Nine’s ability to adapt quickly to a dynamic brand and ship a broad range of marketing services has been instrumental in Shapiro’s rebranding journey. The engagement is a clean expression of the agency’s versatility, agility, and accountability to outcomes — and the role of a real partner during a moment of strategic transformation.
// keyword movement
| keyword | before | after | volume |
|---|---|---|---|
| metal recycling springfield mo | page 3 · #21 | page 1 · #5 | 260/mo |
| metal recycling springfield missouri | page 2 · #17 | page 1 · #7 | 210/mo |
| scrap metal st louis | page 3 · #26 | page 1 · #6 | 50/mo |
Want results like Shapiro?
~$nine init --audit
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