Great Northern Insulation

GNI came to XI Digital in 2014 with an average website that was dealing with multiple penalties from Google for duplicate content and backlink issues. They wanted a solution to these penalties as well as a mobile-friendly website that would convert more visitors into customers. We succeeded!

Great Northern Insulation

Context + Challenge

How we grew a strong online presence in the insulation industry and dominated on Google's first page results.

GNI came to XI Digital in 2014 with an average website that was dealing with multiple penalties from Google for duplicate content and backlink issues. We developed a new website and an m.dot mobile website (a separate add-on mobile version of a website) for them. They wanted a solution to their Google penalties and they wanted a mobile-friendly website that would convert more visitors into customers. They gave us tangible goals that we could make happen for them: a new and more effective website for desktop + mobile, and an online presence that would convert with increased traffic and more web leads.

Once the new website was close to completion, we introduced SEO strategies that were successful for other service provider clients in similar industries. GNI understood that Xi Digital would take a “white hat” approach to the SEO work, and planned on legitimately dominating the first page search results for them within their service industry. When they came to us Google had penalized them because of their backlink profile and some duplicate content issues (they were copied from), which resulted in decreased rankings and less exposure/traffic. GNI had 6 main locations and wanted to receive organic traffic/leads for all 6 of them.


With the support of our Google Partners team, and our in-house SEO team, we researched ideas to improve their online presence, get rid of their Google penalties and properly audit their site for technical errors. We used experimental content strategies, which helped GNI overcome the challenge of generating equal opportunity online for multiple locations.

Why did they trust you?

We knew what was wrong with their website, why Google was penalizing it and how to clean up their backlinks profile and duplicate content issues properly. We showed them multiple websites that we designed/developed and they were impressed with our work. They didn’t want a cookie-cutter (template) style website, they wanted something custom designed and built that would truly stand out and dominate in the insulation industry.


We designed and developed a new custom website for GNI using our expertise to increase conversions, and we performed site audits to delete unwanted backlinks, and duplicate content. A mobile friendly site was a newer concept in 2014 - not all sites were mobile optimized back then. We were at the forefront of cutting edge technology with mobile solutions, which was another reason GNI chose Xi Digital.

Google First Page Results

Search Keywords: spray foam contractors

Search Keywords: attic insulation contractor

Search Keywords: spray foam insulation



Client Experience

Exceptional customer service, staff and attention to detail. The job isn't done until the customer is happy and Mark, Boris and their team will go above and beyond to make sure of this! Have had 3 websites built with them to date and have web hosting with them too and very happy with all the hard work they have put in and continue to do for me and my clients. Prices are fair, reasonable and competitive and I would highly recommend their services to anyone looking for custom web design, Google advertising and web development.

Nathan Cantkier

We have been working with Xi Digital for a few years now with our online marketing and I am always extremely pleased with the results. The team at Xi Digital goes above and beyond to make sure that all your marketing needs are met. They work with you diligently to ensure that everything is perfect. Mark and Boris attentively and quickly responded to all of our questions and had solutions for all of our concerns. We couldn't be happier with their services. Thank you so much for all your hard work. We highly recommend this company.

Marat R.

We utilized the team at XI-Digital to design and build a website for us as well as work with us on our online marketing.
We couldn’t be happier with their service and dedication to their clients.
We love our website and will continue to work with XI-Digital as we grow.


Matthew Rose

We shopped around and spoke to different companies, but Xi Digital was the only one that really took the time to explain things to me. Very fast turnaround time for having my new website up and running. AdWords were also taken care of by Mark and it has been a fantastic experience. I highly recommend this company. Thanks Mark for everything.

Farah Alani

One of the few companies that truly "under-promise and over-deliver". Thank you for getting us to the top of the first page of Google and keeping us there! Your expertise and superior customer service are greatly appreciated.

Guy Price

What a GREAT company to work with!! From initial consultation to final product Xi Digital was professional, creative and ensured we were happy with the final product!! Mark and the Xi Digital team continue to provide excellent support, communication and share their knowledge anytime we want to make adjustments or add to our website!!

We would highly recommend Xi Digital for your complete internet marketing needs!!!

Ross DePalma

Mark and his team at XI-Digital are a great group of professionals who helped me create my company's website. I had extensive questions and they were always there to answer them. They provided ideas, recommendations and fantastic customer service. If anyone needs to create their website and doesn't know where to start, call Mark and he will help you with content, graphics and videos. He will even create your unique Facebook page that mirrors your website.

Liana Ellis

Working with Mark at Xi Digital has been an absolute pleasure. He made the project easy and stress free . He is very organized and extremely knowledgeable and knows the online market extensively. 

Yien Truong

Mark, Boris & XI Digital are creative, innovative and results oriented. They have always delivered on what they commit to. They provide great suggestions and have terrific products to offer their clients. On behalf of myself and Imagine A Cure for Leukemia we would highly recommend Mark and his team for your web based needs. 

Nara Abrams

XI Digital went way beyond the call of duty! Their genuine passion, creativity, and expertise was truly inspiring. They are an amazing, upstanding bunch of guys who are an absolute pleasure to work with. Having worked with other developers in the past, i have NEVER found such a talented and invested team like XI Digital. I wouldn't think of using any other company for any online projects that I am involved with both big and small

Hayley Hofbauer

The team at Xi-Digital absolutely wowed us with their work. We personally were in contact with Mark, Rafaello, and Boris and they went above and beyond at every step. We were definitely not the easiest customers to work with. Boris was amazingly able to make each and every single one of our small and perhaps tedious requests come to reality and make our website exactly the way we like it. However, the thing that most impressed us was Boris’ response to some requests that may have been difficult to accomplish. He always either knows exactly how to create the features you like or he says, “we’ll find a way to do it”.

With that being said, we definitely shopped around quite a bit before we came back and I’m happy to let everyone reading this know that Xi-Digital didn’t stop accommodating us until we were 100% satisfied and I’m sure they’ll be the same towards you.

Pedram Ghafoori

The group at XI are true professionals that deliver real results. I have the utmost confidence in the team to ensure my requests are being fulfilled in a timely manner and that the final product will exceed my expectations. Regularly, you have to make decisions on where to allocate marketing spend/budget. Sometimes when you invest in a marketing initiative, you are not sure if you are getting the 'bang for your buck' so to speak. However, when working with XI, they ensure that all results are reported on transparently and regularly over time so that you can monitor your marketing investment and ensure it is generating the returns you need. They will also take that strategy and adjust/tweak it over time so that you have a truly optimized program/initiative. 

I would highly recommend XI if you are looking to invest further in the online/digital space.

Matt M

In the world of IT I have found its difficult to find someone who is also a great business person. Someone who returns calls, hits deadlines and is always aware of providing value. Mark and the team at XI Digital have been all of these things and more. I highly recommend him and his team to you. I have recommended him to colleagues many times and he has always delivered. Thanks Mark. Your work makes my life better. 

Randy Taylor

These guys know their niche. We have been cooperating with Mark and his team for many years and we have had always leads coming in. Their marketing skills are phenomenal!

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