A) About the brand:
The client is a facility management company based in London in a highly competitive market space.
The company was formed in 2014 itself but was introduced its digital presence in the early 2020s with a new website & social media channels.
B) Brand Concerns:
Due to the competitive market that too with a newly made website the client was lacking in getting online leads and wanted to improve their traffic organically using SEO.
Although the website was built, it wasn’t user-friendly and lacked the appealing element.
On the other hand, there were a few giant competitors who were already ranking on the top positions on Google for major keywords in the niche.
Hence they also wanted to improve their traffic organically using SEO
C) Our Ultimate Solution:
1. Website Redesign:
Since their website lacked in providing a good user experience, not enough knowledge about what they provide and the call to action. We redesigned their website with appropriate funnel-based service pages and clickable call to action.
2. SEO Strategy
We started working on their website at the start of November 2020.
Our SEO process consists of:
- Keyword Research
- Competitor Analysis
- Technical SEO
- Content Creation
- Link Building
1. Keyword Research:
The client provided a list of keywords that they wanted to rank for, so our first objective was to qualify the keywords and make sure: 1) They had enough search volume and 2) They weren’t overly competitive.
As it was a new domain and website, we decided to target long-tail variations of those keywords, so that we start getting the search traffic while we wait to rank for the primary keywords in the long run.
After qualifying the list of keywords provided by the client, we ended up with five keywords worth including in our campaign.
But those are not enough numbers, hence we further moved to competitors.
2. Competitor Analysis:
At the start of any SEO process, we prefer analyzing competitor websites to observe what kind of strategies they’re implementing to rank.
What keywords are they ranking for?
What type of content are they creating?
Where are they getting their backlinks?
Based on that information, we determine what’s working well for them, tweak that strategy to make it a little better, then implement it for our clients.
In the case of this client, we needed a stronger list of keywords to have in my back pocket as I worked on this campaign.
So, here’s what I did:
We used a tool called Ubersuggest to analyze the keywords several competitors were ranking for.
We then qualified those keywords using the strategy I discussed above. This left me with a much larger list of keywords to use throughout the campaign.
3. Technical SEO:
Technical SEO is the foundation of any campaign. Without properly optimizing a website for users and search engines, you’re handicapping its ability to effectively rank from the start.
Here are some common technical errors that we check & fix during this phase:
- Slow website loading speed
- Non-mobile friendly pages
- Broken links
- Redirect chains
- Duplicate content
- Thin content
- Missing metadata
- Ineffective internal linking
- Harmful backlinks
We also focus on re-working the architecture of the website, by re-structuring pages and re-optimizing the URLs of each page by including the target keyword.
This client had a few pages with thin content (less than 300 words) that wasn’t providing any value and needed to be improved with content.
The process of optimizing a page for a keyword is simple:
- Include the keyword in the Meta Title
- Include the keyword in the Meta Description
- Including the keyword as the alt-tag of the primary image
- Use the keyword throughout the body of the page, while including it in an H1,H2,H3.. tags if possible.
We did the same with our finalized list of keywords for every individual page.
4. Content Creation:
Once you’ve laid the foundation for your campaign, you then further need to begin publishing content so your website ranks for more additional keywords & generates more organic traffic.
The basic approach is that each page of a website should target one primary keyword. You can target secondary keywords if you’d like, but they should be closely related to the primary keyword.
For this client, we decided to publish one blog post every month. The blog posts covered topics related to the services they provide, so we could include an internal link from each blog post to a related service page.
The blogs we published were fairly long, each about 1,000 words, covering the topic better than most other resources on the internet. They also each targeted a specific keyword that we pre-qualified.
This allowed the website to rank for more keywords than it did prior to us working on it.
5. Link Building
The first thing we did was secure their brand on all social media platforms, and build out local business citations.
These links build a ring of trust around your website in the eyes of Google, showing them that your brand is legitimate and worth ranking in their search results.
As for the contextual link-building strategy — or in other words, links built on relevant blogs — we focused on building links to the blog posts. Because each blog post is linked to relevant service pages, that authority built from the backlinks could be transferred to the service pages.
This helped the pages rank higher in search results, without us having to build links to them.
D) The Result:
After 7 Months of executing this strategy, the client saw about a 541% increase in organic search traffic.
In the first 7 months, The website got
- From 0 to 541 Visitors
- Lead Forms filled: 41 (Excluding leads via calls)
- More than 500 keywords were ranked out of which 25 were on the top 5 positions on the first page of Google.
As these were the initial foundational months, we’ve continued executing the strategy, making changes as needed, attacking weak points, and taking this website to an even better level organically.
And that’s how SEO works, with a strong plan & patience!
