Client - The client is the largest mobile vehicle refurbishment company in the UK, repairing more than 60,000 alloy wheels to their original condition each year.
Challenges - The main purpose of the project was to increase visibility, usability and generate natural search traffic to the existing site. Our goal was to restructure the existing site using competitive search engine optimization practices and generate marked increases in natural visibility without sacrificing quality in creative presentation.
The website had been developed by another vendor. Adroitte ran a baseline SERP (Search Engine Rank Position) Report that showed that the website did not rank in the top 5 pages in Google for a huge chunk of the most popular search terms in the alloy wheel repair and refurbishment industry. A detailed analysis of keywords driving traffic to the client’s site at that point showed that only 24% of the traffic came from non branded keywords from Google, Yahoo! and Bing.
Solution - We started by examining probable obstacles to ranking well on search engines and then used those blocks to establish a natural search strategy. We prepared an exhaustive list of keywords and using the keyword effectiveness index (KEI) we measured the relevance of each keyword. By comparing the number of times a particular keyword is searched for, with the number of competing web pages for that keyword, we located the most effective keywords for the SEO campaign. According to the new list of competitive keywords, we restructured the home page and services pages content. Once we effectively employed our rigorous search engine optimization strategy, the site started receiving higher visibility and traffic on search engines.
Together with landing page content optimization, we also restructured and optimized the site improving the design and content to generate visibility, usability and search traffic.
Results - With the improved and search engine optimized site the client boasts 17,191 visits in the month of April in comparison with 8,960 visits in December previous year. Search contributed 82.9% of the total traffic to the site and traffic from natural search increased from 6849 to 14,722 during the period. This increase in search traffic was driven by top 5 rankings in Google and other search engines for competitive keywords like wheels repairs, alloy wheels repairs, alloy wheel reconditioning, wheel repair London. Out of 25 most competitive industry keywords, the website ranked in top 5 for 24 keywords and in top 1 for 12 keywords!
Now Adroitte is assisting the client to redesign the site to increase its stickiness by introducing interactive features, reducing bounce rates and enabling shopping.