Part 1: The Brief

With over a century of trusted service behind them, Wasserstrom is one of the most recognized names in commercial foodservice equipment and consulting. But even icons need innovation.

Fourteen years ago, Wasserstrom partnered with Hemera / NewOptim with a bold goal:
To translate their real-world dominance into digital leadership and drive meaningful growth online—across search engines, devices, and markets.

Their priorities:

• Rank at the top of Google and Bing for critical industry terms

• Increase eCommerce visibility for product searches and B2B solutions

• Expand reach across local, regional, and national keywords

• Enhance lead generation for foodservice consulting, design, and equipment planning

Part 2: Strategy & Execution

Wasserstrom’s scale, inventory, and legacy meant our strategy had to be meticulous, powerful, and tailored for the foodservice sector—balancing national search with regional influence.

1. Enterprise SEO Audit & Architecture

• Conducted a full SEO teardown of the website and its thousands of product and category pages

• Restructured URLs and site architecture to improve crawlability, product discovery, and internal linking

• Optimized navigation and page hierarchy for UX and SEO harmony

2. High-Impact Keyword Targeting

• Built massive keyword sets across:

  • Equipment categories: “commercial ovens,” “restaurant prep tables,” “bar glassware supplies,” etc.

  • B2B queries: “foodservice kitchen design consultants,” “restaurant equipment planning”

  • Brand-level terms: product names, manufacturers, and SKU-based searches

• Local SEO initiatives for distribution hubs and consulting branches

3. Content Optimization at Scale

• SEO-optimized thousands of product, category, and brand pages

• Built high-performing landing pages for service arms (consulting, design, supply chain solutions)

• Created blog and knowledge content around trending topics: equipment maintenance, industry standards, new restaurant startup guides

4. Google Ecosystem Optimization

• Claimed and optimized multiple Google Business Profiles for Wasserstrom’s facilities and consulting offices

• Enhanced listings with rich data: location photos, services, hours, and structured menus

• Structured schema deployed sitewide (products, FAQs, breadcrumbs, organization)

5. Technical SEO & Performance

• Mobile speed optimization for a better B2B experience

• Layered security and scalable hosting to support peak traffic and eCommerce demands

• Resolved indexation issues and thin content at scale using crawl budget best practices

Part 3: Deliverables & Results

Through ongoing optimization and a deep understanding of Wasserstrom’s business model, Hemera / NewOptim helped the brand become just as strong online as it is in the field.

Top-of-Page Visibility on Google & Bing

• #1 rankings for dozens of highly competitive, conversion-ready terms:

  • “restaurant equipment supplier”

  • “commercial kitchen layout consulting”

  • “foodservice equipment Columbus OH”

  • Product-specific searches (e.g., “True T-49F commercial freezer”)

Massive eCommerce SEO Gains

• Organic traffic up 178% over the long term

• Product pages now appear in Google Shopping, rich results, and top organic slots

• Increased organic conversions and reduced dependency on paid ads

Dominance in Local Search + Maps

• Multiple Wasserstrom locations ranking in the Google Local 3-Pack and Google Maps

• Higher engagement from local restaurants, franchises, and institutions seeking in-person consulting and fulfillment

Thought Leadership & B2B Lead Growth

• Service pages and industry resources now attract and convert decision-makers:

  • Restaurant owners

  • Corporate foodservice planners

  • Hospitality project managers

• Steady growth in high-ticket leads from consulting and design arms

Long-Term Digital Maturity

• A decade-plus of SEO investment has future-proofed Wasserstrom’s online presence

• Strong organic ROI that scales with product lines, market changes, and platform updates

Conclusion
With 120+ years of foodservice leadership and 14 years of digital partnership, Wasserstrom continues to lead both on the floor and in the SERPs. Hemera / NewOptim helped them evolve from a historic brand into a modern-day digital powerhouse.

Want to turn legacy into leadership like Wasserstrom? Hemera/NewOptim has the roadmap.