Case study
MROSupply integrated Keyword.com's API into its daily workflow to redistribute link equity and revive underperforming product lines — turning forgotten inventory into a key revenue driver.
MROSupply.com is a century-old industrial parts supplier with a catalogue of over one million products. The company serves maintenance, repair, and operations (MRO) professionals across a wide range of industries. With such an enormous product catalogue, managing online visibility at scale presents a unique and persistent challenge.
With over a million products, MROSupply faced a common e-commerce problem: most of its catalogue was effectively invisible in search. Customers didn't naturally search online for industrial parts, and many product lines had weak rankings and virtually no organic traffic. The team needed a way to identify which products were underperforming and systematically improve their search visibility — without manually monitoring each of the thousands of keywords involved.
MROSupply integrated Keyword.com's rank tracker API into its daily operations, automating the flow of ranking data into its internal systems. This allowed the team to monitor keyword performance at scale and receive daily updates without manual effort. Armed with this data, the team identified product lines with weak link equity and strategically redistributed internal links to strengthen those pages. The API integration made this process repeatable and scalable across the entire catalogue.
The results were transformative. Product lines that had been effectively dead — generating little to no online revenue — were revived through targeted SEO improvements guided by Keyword.com's ranking data. By consistently identifying and acting on underperforming keywords, MROSupply turned overlooked inventory into active revenue contributors. The rank tracker API became a core component of their ongoing SEO strategy, enabling the team to continuously improve performance across the catalogue.
Keyword.com helped me bring product lines to life that I thought I couldn't sell before.
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