43 High-Intent Product Searches Won on Page One
About Client
Menards is the family-owned home improvement retailer that has gone head to head with Home Depot and Lowe's since 1960. With more than 300 stores across 15 Midwestern states, it sells everything from lumber and building materials to appliances, competing for the same high-intent shoppers online.
Background
In home improvement, the purchase starts with a product search. When a shopper types "aluminum siding" or "roof trusses," they are ready to buy, and the retailer that owns that result owns the sale. Two larger national chains were investing heavily to control those moments. Menards partnered with VELOX to win that ground back and turn high-intent search demand into revenue it would not have to buy click by click.
Goals
1. Win the product searches that turn into purchases.
2. Outrank Home Depot and Lowe's on page one.
3. Turn category demand into compounding organic traffic.
4. Establish early visibility in AI-driven search.
Challenges
1. Two larger competitors with deeper domain authority.
2. A vast catalog where every category is contested.
3. National commercial terms with intense competition.
4. AI Overviews surfacing competitors, not Menards.
Approach
VELOX went straight for the searches that drive revenue: the high-intent product terms where buying decisions are made. We strengthened the category pages that matter most, prioritized the highest-value opportunities across 84 tracked terms on Google and Yahoo, and moved Menards up the results page position by position. Every decision was made to put Menards in front of the shopper at the moment of intent and capture demand directly from larger competitors.
Results
The outcome is organic dominance on the searches that matter. Menards now holds 43 of 84 target terms on Google page one and 71 in the top 50, ranking number one nationally for "aluminum siding" and top three for "roof trusses" and "exterior door," ahead of Home Depot and Lowe's. Organic has become a compounding growth channel delivering high-intent traffic Menards owns outright, with AI search the next frontier VELOX is already pursuing.
43
Page One Rankings
92%
Keywords in Top 10
#1
National "Aluminum Siding" Ranking
+59%
Google Search Visibility
71
Keywords in Top 50
Top 3
"Roof Trusses" & "Exterior Door"
