Decibel Locks is a new security lock launched by Ideal Inc. The lock combines a high-strength cable with a 100 dB alarm, creating a durable theft-deterrent solution that rings loudly if anyone tampers with it. While the product is sold worldwide—primarily in North America, Decibel needed an online strategy to introduce the brand and drive buyers to a brand-new microsite dedicated to the Decibel lock.
The Head of Marketing at Ideal Inc. approached us to craft an SEO strategy that would quickly generate qualified traffic and establish Decibel Locks as a trusted solution.
Launching a brand-new website with no historical traffic is always a challenge, especially in the competitive market of security and outdoor equipment. We needed to:
- Build awareness of a new product with no pre-existing search equity.
-Capture high-intent searches from consumers who often don’t know exactly which product they need—they only know the problem they’re trying to solve.
-Highlight the unique features of the Decibel Lock—its cable, alarm, and durability—while ranking quickly on Google.
Insight from our Research:
After extensive competitor and industry research, we uncovered a key insight. When users search for locks, they rarely search by brand or even by product type. Instead, they search by specific use case—for example:
“barbecue lock”
“outdoor furniture lock”
“trailer lock”
This revealed a significant opportunity to capture searchers who may not know the exact lock they want, but know which use case they intend to purchase the lock for.
Execution:
1. 29 Use Case Pages – Capturing Real Search Intent
We created 29 dedicated pages, each targeting a specific scenario—grill lock, patio furniture lock, tent lock, golf bag lock, and more—while linking them all from the homepage for optimal crawlability and user experience.
Why it matters: This structure mirrors how users actually search (by what they need to protect) and ensures Google can easily discover and index every page, maximizing topical authority and visibility.
2. Feature-Driven Messaging – Connecting Product Strengths to Each Scenario
Each page highlighted Decibel Lock’s key features—flexible wrap cable, 100 dB alarm, weatherproof and corrosion-resistant design—explicitly tied to the use case.
Why it matters:
It turned generic product specs into specific benefits, helping potential buyers quickly understand why the lock fits their exact problem and boosting conversion rates.
3. Contextual Calls-to-Action – Seamless Path to Purchase
Every page included a clear “Order Now” button leading straight to the checkout page.
Why it matters:
Eliminates friction between research and purchase, turning high-intent visitors into buyers without unnecessary clicks.
4. FAQ Sections for Each Use Case – Reducing Objections & Capturing Long-Tail Keywords
We anticipated and answered common questions such as “Can the lock secure multiple sections of a fence or gate?”
Why it matters:
Builds trust by addressing buyer concerns up-front and increases rankings for long-tail, question-based searches.
5. Cross-Linking “Other Use Cases for Decibel Locks” – Building Topical Authority
Each page included an “Other Use Cases” section linking to related pages.
Why it matters:
Creates a strong internal link network that signals expertise and breadth to Google while helping users discover other ways to use the product.
6. Product Schema Markup – Owning High-Visibility SERP Features
We implemented detailed product schema for every use case page, enabling listings to appear in Google’s “Popular Products” and “More Products” carousels alongside the standard blue link.
Why it matters:
These enhanced SERP features attract more clicks than regular results, giving Decibel Locks multiple first-page placements and higher click-through rates.
In exactly 12 months, the Decibel Locks domain grew from 0 to 1,887 clicks from Google—100% organic traffic driven entirely by the SEO strategy.
Achieved multiple first-page rankings for high-intent keywords such as:
“grill lock”
“patio furniture lock”
“cable lock”
“cable and alarm lock”
“Barbecue lock”
“tent lock”
“golf bag lock” … and many more.
Many keywords generated multiple first-page placements—including the standard blue link and appearances in Google’s product carousels.
Match Search Intent to Use Cases: By aligning the site structure and content around the problems customers were actually trying to solve, we captured traffic from users who were ready to buy—even if they weren’t searching for a specific product name.
Rich SERP Features Drive Clicks: Implementing product schema ensured visibility in Google’s “Popular Products” and “More Products” sections, where most of the clicks happen.
Authority through Interlinking: Cross-linking use case pages signaled breadth and expertise to Google, helping establish topical authority fast.