Malta Dynamics, founded in 2015 and headquartered in Malta, Ohio, is a full-service provider of fall protection equipment, rentals, and safety solutions used across construction, aviation, and manufacturing. With a broad catalog of harnesses, anchors, lifelines, and compliance kits, the brand needed to grow online sales and stand out in a competitive safety market.

20North built a full-funnel program that paired paid media and email with a large SEO and content foundation, then evolved to lead AI-driven search as that channel grew. The work carried through a full site relaunch in early 2026, keeping revenue and traffic climbing while the new site established itself in search.

Key opportunities included:

• Growing online sales across products and rental offerings
• Building organic authority in a competitive fall protection market
• Reaching contractors researching compliance and equipment before buying
• Maintaining momentum through a full site relaunch
• Establishing leadership in AI search and answer engines

20North deployed a full-funnel strategy that combined immediate-impact paid media with long-term SEO and answer-engine growth.

SEO and Content Expansion

• Optimized collection pages across harnesses, anchors, self-retracting lifelines, guardrails, and compliance kits
• Produced a large library of blog content on fall protection, roofing safety, ladder safety, and equipment inspection
• Built internal linking between educational content and product pages
• Extended reach through video content and infographics

Paid Advertising

• Ran Google Search Ads on non-branded terms to drive new leads for the XSERIES and rental offerings
• Launched Google Shopping Ads to capture immediate online product sales
• Built Meta Ads campaigns for lead generation and priority product promotion
• Scaled spend strategically as campaign performance improved

Conversion and Email

• Built dedicated, high-converting landing pages tailored to campaign goals
• Deployed targeted email flows to nurture leads and drive repeat purchases
• Ran monthly competitor audits to identify new opportunities

AEO

• Structured pages and content to be read and cited by large language models
• Built an AI-visibility program tracking prompts across core products and topics
• Targeted high-intent queries around fall protection equipment and compliance
• Monitored AI Visibility, Share of Voice, and Citation performance against competitors

Momentum Through a Site Relaunch

• Carried the content and authority program through a February 2026 site migration
• Preserved and rebuilt rankings on priority product and collection pages
• Kept revenue and traffic growing while the new site indexed

The strategy produced growth across the board. Year over year, organic sessions grew 35.3%, from 18,629 to 25,208, and organic users grew 32.9%, from 13,220 to 17,569, with page 1 keywords up 5.7% even as the site worked through its relaunch. Revenue followed sharply, with organic revenue up 444%, from $14,419 to $78,445, and online orders growing from 35 to 401.

When the pandemic hit, demand for their commercial cleaning and, more specifically, electrostatic disinfection services skyrocketed. The problem was they had a disjointed, fragmented, and absent online presence in many markets. A lack of digital infrastructure combined with shelter-in-place orders meant they couldn’t rely on just outbound sales anymore and all of this demand was going to the competition.

Enviro-Master needed to create an inbound lead funnel as quickly as possible. They had the opportunity to reach new clients and required an enterprise-level website for their brand, microsites in every market, digital advertising, and search engine optimization to do so.

20North was called in to completely turn around Enviro-Master’s digital presence. This included a full SEO & Advertising Campaign.

Our goal was to optimize their content based on specific keywords and find qualified customers while tracking their conversions and adjusting our efforts along the way.

First, we designed and developed a conversion-friendly website complete with microsites in all 88 markets within a record 20 days.

Next, we kicked off SEO campaigns at the corporate and individual market levels to build organic leads that included:

• Designed and developed a conversion-friendly website complete with microsites in all 88 markets within a record 20 days.
• Created Google search, display, and discovery advertising campaigns in each market to start capturing demand fast.
• Kicked off SEO campaigns at the corporate and individual market levels to build organic leads that included:
  ○     Google My Business optimization and review campaigns
  ○     SEO Content marketing and generation
  ○     Geographically focused landing pages for long-tail intent within market territories.
  ○     Video production and YouTube SEO

• Created a proprietary conversion tracking and reporting process that allows the customer to track actual dollars generated through the advertising/marketing funnel.

Today, the modern B2B buyer is digital-first and self-guided, flipping the traditional sales funnel and leaving fewer opportunities for sales teams to engage directly with prospects.

The Folloze Buyer Experience Platform provides the collaboration tools sales and marketing teams need to target and engage buyers effectively. Folloze solves challenges created by digital transformation by empowering frontline marketers, strengthening the partnership between sales and marketing, and measuring engagement at every step of the journey to inform future campaigns. Folloze is the most innovative and powerful buyer experience platform on the market. With their innovative technology and a primary focus on empowering B2B marketers to easily create engaging, content-rich experiences, ABM and demand-gen campaigns have never been more effective and personalized. Folloze has and will continue to pioneer the future of marketing.

The marketing industry had never seen a buyer experience platform as advanced and innovative as Folloze to help marketers maximize their ABM, demand-gen campaigns, and more., But Google was not working in their favor. Before partnering with 20North, Folloze did not focus on SEO initiatives and the marketing content produced was held on a subdomain. 20North knew the potential Folloze had on Google and how to progress their traffic and keyword rankings with targeted SEO efforts.

20North Marketing and Folloze started their partnership in August of 2021. Our primary goal was to increase the brand’s relevance and organic traffic, leading to increased conversions. With the highly competitive account based marketing space, we knew SEO success was going to be an important piece of the puzzle, so 20North created an effective and aggressive SEO strategy. The calculated strategy consisted of foundational work, technical work, and increased output of content. Specific components of our SEO strategy included:

• Starting off the relationship with extensive competitor analysis and keyword research to track relevant keywords Folloze was already ranking for, along with new keyword targets.
• Creating an improved site structure to elevate keyword rankings across their web pages and set the site up for success.
• Conducting main page optimizations with relevant keyword-focused content to further the SEO foundation and improve keyword rankings and organic traffic.
• Implementing Technical SEO, including moving the blog off a subdomain, to ensure the effectiveness of our foundational work.
• Creating new long-form content based on the key solutions and features of the Folloze platform.

20North Marketing and Folloze started their partnership in August of 2021. Our primary goal was to increase the brand’s relevance and organic traffic, leading to increased conversions. With the highly competitive account based marketing space, we knew SEO success was going to be an important piece of the puzzle, so 20North created an effective and aggressive SEO strategy. The calculated strategy consisted of foundational work, technical work, and increased output of content. Specific components of our SEO strategy included: