Brief

International Filter Products Inc. (IFP) is a filtration technology company with an extensive portfolio of products and services. Since 2006, it has provided products including sterilising grade filters and pharmaceutical-grade cartridge filters, alongside services such as bio-processing single-use products.

IFP takes great pride in its unmatched expertise and delivering over twenty years of groundbreaking achievements in filtration technology. The business provides products and services across critical sectors, including bio-pharmaceuticals, sterile compounding, health and wellness, chemicals, and food and beverage.

SALT started working with IFP to help increase its online visibility and sales within a highly specialised niche. The challenge included working on a limited budget and finding creative solutions to the constraints of its commercial website, which is built on Shopify.

We have been extremely impressed with SALT’s work, professionalism, and data-driven approach. What stands out the most is not just the reporting itself, but the depth of insight behind the data and how clearly it is translated into actionable business understanding.

Their reports provide far more than numbers — they deliver meaningful analysis of traffic sources, organic growth, branded vs. non-branded performance, conversion behaviour, user devices, landing page performance, and search trends. The level of visibility they provide gives us confidence in our digital strategy and helps us better understand how our customers are finding and interacting with our business.

– Onyx Ahmad, VP of Business Development at International Filter Products Inc.

Expertise

  • AIO optimisation
  • Strategic blog post optimisation
  • Navigation menu updates
  • Informational keyword research and targeting
  • Subject matter expertise
  • Blog post curation

Results

  • Organic search sessions increased 114.89%
  • Organic clicks increased 98%
  • Organic search revenue grew by 385.4%
  • Average order value (AOV) was up 207%
  • Tracked keywords (positions 1-3) increased by 16
  • All keywords (positions 1-3) increased by 83
  • Revenue attributed to organic search results increased 3.85 times
  • Shortlisted for two US Search Awards

Achievements

Our team familiarised themselves with the industry specifics and began by deploying tactics designed to improve the website’s technical health. This included:

  • Updating and simplifying the website’s navigation menu with clearer category and subcategory headings
  • Assigning different keywords to products
  • Creating various pathways for customers to reach the right product.

As a result of this work, categories and subcategories on the website are now organised logically and intuitively. This helps users find exactly what they’re looking for quickly and efficiently, while still showcasing the full range of products and services.

We also leveraged the extensive knowledge and expertise of IFP’s owner to curate informational blog posts. We strategically curated, formatted, and edited blog posts across a range of topics that appeal to IFP’s different target market segments, from broader application products to niche technologies, delivering balanced keyword distribution to optimise different product categories.

Each blog post extensively covers the subject, providing information about products, applications, use cases, and methodologies. This helps readers learn more about the subject and helps them navigate to the product that best suits their requirements.

All blog posts were also formatted and optimised for SEO, making them visible in the moments when the target audience was looking for answers. They were optimised for discoverability via traditional search engines, as well as AI, product, and image recommendations. This involved targeting and achieving top ranking positions for informational keywords to establish IFP as a subject matter expert and help reach customers higher up in the sales funnel.

Examples of increased visibility for IFP:

  • A search for “Needle gauge size chart” features an appearance in image results and a link to the IFP blog post in the number three position on Google search results.
  • IFP features in AI recommendations on page one of Google search results, appears in the number one position, and on-site recommendations in keywords for high-ticket products, such as “food and drink beverage-grade filters” that retail for $850-$1500.
  • IFP appears twice in the top six positions on the first page of Google search results for “compounding disc filters” and three times in the Popular Products section on Google’s first page results.

Due to the optimisation work, IFP has experienced a significant increase in the number of keywords ranking in search result positions 1-3.

Organic visibility, traffic, and click-through rates have also increased, resulting in significant gains in revenue and Average Order Value (AOV). Revenue attributed to organic search results increased 3.85 times, and the AOV doubled.

The success of the campaign was also recognised by the wider SEO industry, as it was shortlisted for two US Search Awards 2026 under the title ‘Making Every Keyword Count: Exponential Growth Through Informational SEO' for:

  • Best use of search – B2B (SEO)
  • Best use of search – Health

“We especially appreciate SALT’s strong use of analytics, trend analysis, and performance benchmarking. Seeing clear growth in organic performance, user behaviour patterns, and conversion insights has reinforced the value of a truly data-driven marketing strategy.

SALT has demonstrated a strong command of SEO analytics, transparent communication, and an impressive ability to turn complex data into understandable, strategic insight. We highly value their partnership and would confidently recommend their team to organizations looking for a sophisticated, insight-focused digital marketing agency.”

– Onyx Ahmad, VP of Business Development at International Filter Products Inc.

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