In July of 2019, Jako, the Director of 6Sigma EPCM, contacted us with a need to increase his website’s visibility in the Google search results.
Jako had developed his own website and done some SEO basics on the website but the website was not appearing in the search results and it was an important marketing channel that he wanted to leverage.
Jako’s budget allowed for a 6-month runway and we commenced with work immediately.
There were a number of actions that we took on the website. Amongst these, the primary tasks involved:
- Page Architecture – The whole website needed a better structure, pages existed all over the place and weren’t correctly connected together in a topical manner.
- Keyword Positioning – As with the page structure, no proper keyword research had been performed and keywords were scattered all over the place in a manner that wasn’t strategic.
- Keyword Research – We used a combination of strategies to determine which keywords were being searched for by people in various countries. This involved competitor research, software usage and per pay click campaigns via Google search.
- Content Creation – The website lacked content in a big way, we worked with Jako to triple the amount of content on the website. Done against a strategic plan around keyword research.
- Link Building – The website had few links from other websites yet offered really valuable content, we built links to assist in seeding the new valuable content.
- Local Search – A big requirement was for the website to appear in the local search map pack, we set up the Google My Business account, optimised it and got it featured.
- Tracking – The website was set up on Google Analytics but was not working. We created a Google Tag Manager account, set up Google Analytics tracking as well as Google Search Console. Furthermore, we set up a suite of conversion points to assist in determining success points.
All the steps we took were underpinned by deep competitor research which revealed the top 4 industry leaders and this allowed us to understand not only what Google expected within this vertical but also what the industry leaders lacked.
The outcome of the project was fantastic and Jako is very pleased. The website went from not ranking for much to ranking for the 3 terms that he requested. Furthermore, the website is appearing prominently in the local results for many locations. His website now appears more prominently than all of the industry leaders including the largest of the companies.
Unfortunately, we are unable to share visitor counts and the likes due to the industry.
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