Buyers can’t choose a brand they can’t find. AIS Media’s building products marketing strategy targeted high-intent searches to deliver more prospects actively looking for custom stairs and railings.
Southern Staircase had the expertise to win demanding projects. It needed more of the right buyers to find it.
Southern Staircase designs and builds custom stair and railing systems for builders, architects and designers. Its digital presence needed to make that expertise easier to discover and evaluate. Previous agency engagements hadn’t delivered the search traction leadership wanted.
The goal was higher rankings, more relevant website traffic and a more consistent flow of inquiries. That called for a coordinated building products marketing strategy—aligning the website, search priorities and content, then giving prospective customers a clear next step.
The partnership with AIS Media has continued for approximately seven years. Below, see the research-led approach behind the program—and what changed in Google Search clicks, local visibility and top-10 keyword coverage during the reporting periods shown.
Jan 1–Oct 21 · 2026 vs. 2025
Sep 2024–Sep 2026
Jan 1–Oct 21 · 2026 vs. 2025
“They are hands-on and desire to learn as much about the business as possible to become subject matter experts themselves.”
Kim Toole
Marketing Director, Edge Building Solutions
Research set the priorities. AIS Media aligned technical SEO, content development and conversion improvements to help the right buyers discover Southern Staircase and take the next step.
Deep keyword research, competitor analysis and analytics.
Buyer intent and business goals shape a prioritized roadmap.
Coordinate technical SEO, content and conversion improvements.
Track visibility, engagement and inquiry activity.
Use performance evidence to prioritize the next improvements.
Performance evidence feeds the next research and optimization cycle.
Awareness
Visibility
Authority
Conversion
For Southern Staircase, a backend audit informed a website revamp and technical improvements. Keyword strategy and ongoing content focused on its stair and railing services, with conversion improvements supporting a clearer path to inquiry.
Measurement: Google Analytics · Google Search Console · BrightEdge · WhatConverts.
More search activity. Broader visibility over time. Southern Staircase gained ground across Google Search, Google Business Profile and top-10 organic results.
Search & local visibility
Jan 1–Oct 21 · 2026 vs. 2025
2025
100
2026
209
Same dates · year-over-year growth
2025
100
2026
176
Same dates · year-over-year growth
2025
100
2026
156
Same dates · year-over-year growth
Measurement: January 1–October 21, 2026 versus the same dates in 2025. Reported percentage changes are rounded. Charts use an indexed baseline of 100; underlying counts are not shown. These results measure visibility and interaction, not qualified leads or revenue. Business Profile call actions do not verify completed calls. Sources: Google Search Console and Google Business Profile.
Southern Staircase’s Google US top-10 keyword coverage grew 59% over two years—expanding the brand’s presence in prominent search results.
September 2024 → September 2026
Sep 2024
Sep 2026
Indexed comparison · Sep 2024 baseline = 100
Source: BrightEdge DataCube, Google US. This measures domain-wide top-10 keyword coverage, not the smaller campaign keyword list. It does not measure growth in all ranking keywords, traffic or leads.
Marketing Director
Edge Building Solutions
“They are hands-on and desire to learn as much about the business as possible to become subject matter experts themselves.”
Published April 29, 2025. Southern Staircase is part of the Edge Building Solutions family. The review describes AIS Media’s work across the company’s websites.
Identify missed demand in your building products marketing and discuss how SEO and AI Search could help your team create more sales opportunities.
Google Search and Business Profile results compare January 1–October 21, 2026 with the same dates in 2025. The BrightEdge result compares September 2024 with September 2026.
The 59% increase is growth in the number of keywords ranking in Google US positions 1–10, measured by BrightEdge DataCube from September 2024 to September 2026. It is not a traffic, lead or revenue growth figure.
Google Search Console reports Search impressions and clicks. Google Business Profile reports profile visibility and actions, including website clicks and call actions. These are measures of discovery and interaction, not qualified lead or revenue growth.
The engagement included a website audit and revamp, technical SEO, keyword strategy, content production and conversion rate optimization.
Reporting identifies inquiry activity attributed to ChatGPT referrals. BrightEdge also monitors Google AI Overview visibility. These provide additional ways to evaluate discovery beyond traditional search. Referral attribution identifies the recorded source of an inquiry; it does not establish which optimization prompted a recommendation.
Marketing leaders managing complex product portfolios face the same challenge: help buyers discover the right solution and take the next step. This case connects search visibility, useful content and inquiry measurement around that objective.
If you’re evaluating a building products marketing agency, start with your growth priorities, target buyers and current search performance. Request a consultation to discuss where AIS Media could help.
Where are prospective buyers finding your competitors first? Discuss how AIS Media’s building products marketing expertise could help your team capture missed demand and create more sales opportunities.
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