Securing a No.1 ranking for the ‘world’s strongest fiber’.

The Challenge

Dyneema.com underwent a major relaunch in January 2024 as part of a broader brand repositioning effort, with the ambitious goal of definitively owning the title of the ‘world’s strongest fiber.’ While Dyneema® is well known in the industry, it lagged behind competitors such as Kevlar in online search presence, with only 1,000 monthly searches in the U.S. compared to Kevlar’s 5,400.

Key objectives post-launch included:

•  Acquisition – Expand the website’s reach to attract both upstream and downstream audiences.

•  Education – Increase awareness of Dyneema’s unique advantages over competing fibers.

•  Affection – Build brand affinity among key stakeholders and consumers.

•  Conversion – Encourage site visitors to engage with Dyneema through enquiries or purchases.

The scope of Dyneema®’s audience is varied, encompassing users who were either searching for the brand or exploring broader high-performance fiber terms.

To increase acquisition through the website, for example, we had to target decision-makers involved in the purchase of new fibers like engineers, procurement, and product design teams. We also wanted to educate end-users, like lightweight gear enthusiasts who were researching their options or looking to buy more Dyneema® gear, and law enforcement staff who wear the ballistic vests and helmets. 
 

The Solution

Our SEO strategy focused on a three-pillar approach: on-page, off-page, and technical SEO. To start, we conducted thorough market and competitor research to understand how search played a role in various user journeys, recognising that some products, like ropes and consumer gear, were easily purchased online, while others required a more intricate buying journey. We prioritised sectors based on business goals and SEO opportunities, identifying niche keywords that offered immediate gains while building toward more competitive terms in the long run.

We then optimised Dyneema®’s content to align with industry regulations, which meant that all updates contributed to stronger search rankings. Thought-leadership pieces and product-focused content were developed to boost brand authority and improve user engagement. Additionally, we provided SEO-driven recommendations for new product launches, ensuring their visibility from the outset.

On the technical front, we implemented improvements to site indexing, strengthened internal linking to improve navigation, and optimised metadata and on-page elements to increase search relevance. This all helped to improve Dyneema®’s organic reach and helped to land the brand as a leader in high-performance fiber solutions.