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Project Overview
In February 2026, Loopex Digital started providing professional SEO services to Entro, a wayfinding and experiential graphic design firm with studios in New York, Toronto, Calgary, and Vancouver. Over 35 years, they have delivered more than 1,000 projects, designing wayfinding signage systems for airports, hospitals, university campuses, sports venues, and mixed-use developments.
Goal
At the start of the project, Entro's website faced 3 problems:
- No service pages. The site presented the firm’s projects and studios, but nothing on it targeted the searches Entro's buyers actually run.
- Traffic came almost entirely from brand searches. People who already knew Entro found the site. Facilities managers, airport operators, and architects looking for a wayfinding partner had no page to land on.
- A head term too competitive for a single page. "Wayfinding" is competitive nationally in the US, and one service page was unlikely to hold a top position against established competitors on its own.
Our SEO team set goals for each problem. First, build the commercial pages the site was missing. Second, capture the sector-specific searches that facilities managers and architects run instead of the brand name. Third, structure those pages so they could compete for the head term together rather than individually.
Solutions
As part of our SEO content strategy services, our team designed an entire content cluster rather than publishing one wayfinding page and hoping it would rank. We created a pillar page for wayfinding and a set of market pages that sit beneath it in the URL path at entro.com/wayfinding/.
Our SEO Content Writers Analyzed the SERP and Built the Pillar Page Around Entro's Differentiators
Before writing, our team analysed the pages already ranking for wayfinding and its variations in the US. This established what the SERP expected: which sections appeared consistently, how competitors handled process and methodology, and which questions the top results answered.
We then built the pillar page around what Entro actually does differently. Their pedestrian flow modelling, eye-tracking, space syntax analysis, and virtual reality testing, along with 35 years and more than 1,000 delivered projects, gave the page substance that competing agency pages did not have.
Our SEO Team Created One Universal Template and Applied It Across 19 Market Pages
We reviewed the SERP for each market segment separately, then built a single page template that could carry all of them. That template covers the navigation challenges specific to the environment, the relevant Entro projects, the process applied to that sector, and sector-specific questions.
Using one template kept the pages consistent, made the build fast, and let us assign each page a distinct target keyword so none of the 19 competed with another. The cluster now covers healthcare, education, airports, transit, retail, museums, theatres, sports venues, parking garages, hotels, resorts, parks, zoos, theme parks, offices, civic buildings, events, residential communities, and mixed-use developments.
Our SEO Experts Connected Every Page in the Cluster With Internal Links
The internal linking runs in three directions. The pillar links down to all 19 market pages, each market page links back to the pillar, and related market pages cross-link to each other where the navigation problems overlap - healthcare to education, airports to transit.
This gives Google a clear hierarchy, concentrates authority on the pillar, and keeps visitors moving between relevant pages instead of leaving after one.
Loopex Digital's Team Secured 16 Backlinks to Support the Cluster
Through our link building services, the team acquired 16 backlinks over the campaign, planning target pages and anchor texts in advance so the links reinforced the pillar and the priority market pages. We concentrated outreach on architecture and design publications, facilities management media, signage and environmental graphic design outlets, and sector trade press covering healthcare, airports, and campuses. As a result of our link-building activities, the domain rating of the website moved from 41 to 42 over the same period.
Results
Position 1 in the US for "wayfinding signage design"
The pillar page now holds first position nationally in the US for "wayfinding signage design," the term the cluster was built to win. Thanks to the internal linking structure, the market pages beneath it rank for their own commercial searches and continue to feed authority upward.
The cluster also ranks for other commercial terms. For example, the parent page holds position 3 for "wayfinding consultants" and "wayfinding signage consultants," and position 4 for "wayfinding design company." The market pages rank for their own searches, including position 1 for "theatre wayfinding" and position 5 for "parking garage wayfinding."
From 89 to 415 Organic Clicks to the Wayfinding Cluster
Organic clicks to pages in the wayfinding cluster increased from 89 to 415, a 366% increase over the previous 6 months. The cluster went from a section of the site that did not exist to Entro's primary source of non-branded organic traffic.
From 6,050 to 31,500 Impressions
Impressions grew from 6,050 to 31,500, an increase of 421%. Average position across the cluster improved from 9.8 to 9.6 while impression volume grew more than fivefold. This means the pages held their rankings as they expanded into a much larger set of queries.
