We have a client who works in the car parts industry where they sell car parts online and offer a fast delivery service.

Our Challenge Was:

Our client was concerned that their website was not receiving the traffic they expected and with that came a lack of sales. Our focus was to determine why their website was not attracting a high level of traffic and what can be done to ensure that they increase revenue. So, when we looked at their problems, we understood that SEO had been neglected which is where all their problems stem from. As a result, our team took the decision to:

• Look at their in-house training
• Review their website
• Review their content
• On-Site SEO
• Off-Site SEO

The Approach

Approach 1

Training

• Our client has their own in-house team for web development and marketing.
• The website was underperforming because of a lack of SEO knowledge
• We implemented detailed training that ensured each individual understood how their job linked with SEO.
• We created a set of SEO procedures that aligned with their content, marketing and web developers, helping them all to see how they can work together.

Approach 2

Website Audit

• We looked at their website and carried out a technical audit. This is standard practice, but it helped us to identify the problems that they were experiencing and the reasons for this.
• The audit identified several key SEO errors after comparing it with competitors that ranked high in SERPs.
• We also considered how their website loaded and worked when it came to mobile optimisation, so we made the necessary changes to make sure it worked across all devices.

Approach 3

Content Review

• We reviewed their content and their keywords to make sure that they complemented each other.
• The content was duplicated on other websites as they had used the same product descriptions. This resulted in some elements of their site not being ranked by Google which meant that their exposure was reduced.
• We removed duplicate content and rewrote the content to make it as unique as possible.
• Our team carried out thorough keyword research and looked at competitor’s ranking for keywords. Once we had identified impactful keywords, we created a blog section and created blog articles that incorporated these keywords.

Approach 4

On-site SEO

• We carried out analysis on each page, comparing both exact-match and partial-match keywords and how many were on each page in comparison to those that ranked in the top ten in Google.
• Our team also analysed backlinks that competitors had that linked back to their domain. We could then determine the correct strategy and create backlinks that helped to improve the optimisation of individual pages.

Approach 5

Off-site SEO

• Link building is crucial when it comes to ranking high in Google but their site was lacking high quality contextual backlinks.
• After we had analysed their top three competitors, we could determine where they get their links and that enabled us to emulate the strategies that they were using.
• We then made targets and publishers that linked back to competitors.
• We did have to consider penalisation by Google as their site has no previous history, so we spent several months building backlinks.

The Results

• We managed to increase traffic six-fold and that meant that traffic increased by 651%
• Additionally, their products were easier to find online and that saw them increase sales which resulted in their revenue trebling.
• Furthermore, they received an increase in online enquiries by 292%
• The client is now ranked in the top three in Google for 700+ keywords
• Total keyword search volume over 105,000 per month.