PF Holdings: Unearthing Immediate Success

PF Holdings is a Nasdaq-listed portfolio of companies that provides a unique, full-service offering and a strategic approach to simplify complexities for oil and gas clients, while delivering full supply chain assurance.

With competition rising, the team recognized the need to invest in developing organic traffic—or risk losing substantial ground in visibility.

However, their tools gave limited SEO insights and lacked guidance for content creation, leaving the team without direction. They sought a more comprehensive platform that would reduce manual analysis, while identifying opportunities and guiding the team’s content strategy.

PF Holdings faces complex marketing challenges. Their central team supports multiple entities and domains, each with unique keywords, competitors, and strategies.

As a result, SEO and content efforts were resource-intensive. They needed scalability from their digital marketing tools.

Analysis and reporting for these different domains was especially time-consuming. Their existing search tools provided historical data in static reports, without recommendations of what to do next or support in executing changes. The effects of this were magnified by an inability to forecast the ROI of their efforts.

The team was naturally struggling to prioritize SEO effectively. Where should they focus with their limited time?

Lastly, local marketing efforts were plateauing. Events and promotions were reliant on social media and employee advocacy for visibility. But this approach wasn’t scalable—ROI on boosted posts had diminished and employee sharing lacked reach. The team needed support in developing their marketing funnel with authoritative long-tail content.

In a changing industry, PF Holdings needed a scalable, data-driven approach to drive their visibility and sustainable growth. Key changes that they identified were:

After evaluating three providers, Semrush Enterprise stood out for its focus on scalability, comprehensive features, and AI automations.

The automations proved to be an instant game-changer. The team was now generating competitor analyses in seconds and seeing clear opportunities for each of their key products and services. These reports provided daily data updates for key metrics—as well as actionable recommendations. This level of adaptability and insight that previously wasn’t available.

PF Holdings had their new foundation for a data-backed visibility strategy.

Their content workflows were also transformed overnight. The team was now able to systematically identify and analyze key content, clearly understanding which pieces had the highest traffic potential and the next steps needed to improve content quality.

For example, a key product page saw its content score jump from 32% to 95% with minimal effort. This quickly flowed on to a boost in rank and traffic. Content optimization now seemed effortless.

These changes allowed PF Holdings to achieve rapid gains, driving a 5% increase in Share of Voice (a measure of a brand's visibility vs competitors) within weeks. This supported improved ROI on their wider marketing campaigns too—even during a traditionally slow period of the year.

Immediate impact was seen across PF Holdings’s portfolio, from product pages through to campaigns. ROI was improving despite slower paid performance.

With a new keyword strategy based on real-time insights, the team was able to implement changes at scale and achieve the following in just weeks:

Early returns have been strong, and with plans for further content optimization on the horizon, PF Holdings is confident that it’s well positioned to continue to expand its online visibility with Semrush Enterprise.