Who is Expanda Stands?

Expanda Stands designs and manufactures custom retail display racks, modular stands, and industrial storage systems for commercial and industrial use cases. Their buyers typically include retail chains, distributors, and businesses sourcing made-to-order display and storage infrastructure.

The company already had operational strength and offline demand. The gap was not capability—it was digital discoverability.

Expanda’s Blocker: The Visibility Gap

Before working with Gushwork, Expanda’s website functioned primarily as a reference point rather than a lead channel. 

137 organic clicks from search. ~13,000 showing up on Google, largely by people who know them. Visibility is limited to a narrow set of pages and queries. Inconsistent and unpredictable inbound inquiries.  

Despite having a well-designed website and credible offerings, Expanda lacked a strong search presence. The site existed online but did not meaningfully intersect with buyer search behavior.

As a result, Expanda was absent during critical moments of buyer research and vendor evaluation.

Gushwork’s System-Level Approach 

Rather than treating SEO as a marketing task, Gushwork was implemented as a continuous acquisition system—one designed to expand Expanda’s presence wherever buyer demand appeared. The objective was to:

• Increase visibility for high-intent, industry-specific search queries
• Create a steady flow of qualified inbound inquiries
• Turn the website into a consistent lead acquisition channel

Instead of isolated marketing campaigns, Gushwork deployed a system-level approach designed to continuously expand Expanda’s presence across buyer search behavior.

The strategy focused on three pillars:

Search Intent Mapping. Identifying how buyers search for retail display systems, custom stands, industrial, and commercial storage solutions

This included product-level, industry-level, and problem-based queries.

Programmatic Content Expansion. Gushwork generated SEO-aligned pages for each high-intent query cluster. Published content continuously rather than in fixed campaigns. Structured pages so search engines could clearly associate intent, solution, and vendor

This significantly increased Expanda’s searchable surface area.

Inbound Tracking and Attribution. Every page and inquiry was tracked to understand which queries generated visibility, identify which pages drove real leads, and measure progress beyond vanity metrics. 

This ensured visibility translated into business outcomes.

What Changed on the Website

The website evolved into an active lead generation channel.

• A growing content library of buyer-aligned pages
• Clear relevance between buyer searches and landing pages
• Improved SEO across all pages

The site began answering buyer questions before a sales conversation ever started. The results were proof that the system worked efficiently for Expanda Stands.  

The Impact: Online Visibility to Lead Demand

Within four months of implementation, Expanda Stands saw clear, compounding gains in organic visibility and inbound activity:

Search Performance

• Website Visitors grew from: 137 → 843
• Search Impressions: ~13,000 → ~135,000 (number of times buyers found Expanda in search results) 
• Expanda Stands was seen when buyers types 45+ different keywords 
• Multiple keywords reached top-of-page and #1 positions, including inclusion in Google AI Overview results

Inbound Lead Impact

• Before: 1–2 website inquiries every 2–3 months
• After: 6–7 inbound inquiries per month from organic search
• Leads increasingly referenced specific products, solutions, and use cases

Given Expanda’s long sales cycle, these gains represent early-stage pipeline creation rather than immediate revenue attribution.

Rather than running campaigns, Expanda now operates a self-reinforcing inbound engine aligned with how industrial buyers research and evaluate vendors.

So, what does this mean to your business? 

Know Where Your Buyers Already Search

Industrial buyers don’t discover vendors through ads or campaigns. They find them through search, long before a sales conversation begins.

Gushwork helps B2B companies build a consistent inbound flow of leads through your website that converts buyer search demand into a predictable pipeline of leads.