Search and Analytics for a Domestic Steel Pipe Manufacturer

Ready for the Buyers and Engineers Looking It Up

Background

Fields HDM manufactures domestic spiralweld steel pipe for piling and deep foundations, serving heavy civil, transportation, bridge and port projects across North America. A Fields Company, it grew out of a partnership between JD Fields and the pipe maker HDM that has supplied more than 200,000 tons of structural pipe piling, and it runs fabrication and coating alongside the mill. Its Texas Gulf Coast mill is dedicated solely to structural pipe and piling, and its new $50 million mill at Tradepoint Atlantic in Sparrows Point, Maryland was announced by the governor of Maryland.

Approach

Fields HDM is part of our full partnership with The Fields Companies, so its site gets the same care as the group's flagship sites: measurement, search groundwork and regular QA. We set the site up to describe the company the way buyers, engineers and AI answer engines look for it: what it makes, the standards it meets and the group it belongs to.

Execution

Project highlights include:

• Google Analytics and Google Tag Manager, verified end to end, with Search Console on the company's domain
• A meta description written for every page, and a unique title on each
• Descriptive alt text on the product and mill photography
• Accessible names on links and buttons
• Organization structured data carrying its ISO 9001 and AMPP QP3 credentials, its LinkedIn page and its place in The Fields Companies
• Periodic QA of every page, link and image on the site

Outcome

Fields HDM's site tells search engines and AI answer engines clearly what the company makes, what it is certified for and who it belongs to, and the team can see how the site performs. With the Maryland mill in the news, the site is ready for the buyers and engineers looking it up.