We worked with a local construction client based in the UK who builds decking for residential and commercial projects.
By optimizing the business's local SEO to rank for the main terms in the area, we generated multiple six-figure lead flow. Keep in mind that for this niche, certain projects can easily be in the multi-5-figure range.
What We Did
For this project, the main goal was to get the site to rank for local decking terms.
Think 'Decking London', and so on. The landscape for these types of searches is not overly competitive, so we started with the basics to make sure they were in place.
Site Structure
The first thing we did was build out key pages to enhance the site structure.
This included building an 'Areas We Cover' page, which then linked directly through to all of the sub-locations.
This client had one physical location, which we used to set up the GBP. We would later change this to a service area, although the original location area still ranks more highly naturally.
Another page we introduced was a decking calculator page to allow users to see how much their decking would cost. Pages like this area are ideal for user interaction, and overall help to qualify prospects before they call or submit a form.
Technical SEO Fixes
After adding new pages and optimizing the site structure, we used Screaming Frog and Google Search Console to identify and eliminate all technical SEO issues.
This included things like:
- 404s
- Broken links
- Low page speed
- Missing Titles, Meta Descriptions, Headers, etc
SEO-Optimized Content
The foundation of the traffic to this site required several new location pages to be built, as well as blog posts to support those pages.
In order to do this, we first started with an SEO keyword map to discover all the relevant keywords for the business.
From there, we shortlisted the service pages (high priority) and supporting pages (medium priority) that needed to be written.
We used our in-house content team to craft the outlines and then got stuck into producing and uploading the content.
Link Building
Once the content was in place, we got started with link building.
For this project, the main focus here was building out all the necessary citations. Once these foundational links were in place, we only needed to build a handful of guest posts and link insertions each month to the home page and a few key service areas to see results.
Google Business Profile Optimization & Monthly Management
The last thing we did on a monthly basis was manage the Google Business Profile, once it was set up correctly to target the right keywords initially.
GBP management is fairly straightforward. The only 'out of the box' method we used here was to prioritize getting Google reviews via the supplementary Google Ad lead process.
And That's It!
Local SEO management for clients like this is our bread and butter.
We handle all of this as part of our white label SEO services, so feel free to get in touch to discuss your client needs today.