Increase Visability for Non-Branded Search Terms by 84%

We wanted to see which types of sites were ranking for the main target keywords in each location so we ran a manual search on Google.co.uk. After this, we took the top five search results from Google in each location and ran each URL through Ahrefs to find the following data.

• Type of pages ranking for the main keywords
• Content – word count, elements and how the content addressed the visitor
• Site structure – How many pages, types of pages and the site the layout
• Schema – Type of Schema being used
• Backlinks – Overall backlink profile such as the number of links, link quality and link velocity.

Using seed keywords and the data we recorded from the first steps we used manual discovery along with SEMRush to uncover a further 285 keywords that the competition was showing for but the client wasn’t.

We looked at current and new keywords and made sure they were linked to the correct searcher intent. In this case the person behind the specific search had the intent of visiting a barbers / hair salon in the next few days.

Using all the collected data we were now in a position to restructure the site and make amendments to the existing content. We restructured the site so each targeted location had a dedicated page, before this all locations were on one page. Word count was not a significant ranking factor but none the less we aimed for the average.

We added legal pages to the site including a GDPR page along with location pages and a blog. The following on-page elements were added or changed where necessary.

• Main keyword inserted into the prime ranking indicating areas of the page
• Guided by the data added secondary keywords and LSIs into certain areas of all pages
• Added ALT tags to all images
• Added map embeds
• connected social media accounts
• Made appropriate amendments to the site to ensure site load speed.

We optimised all social media channels with the main keywords and advised on a content plan to increase brand awareneess through Instagram and twitter and increased engagement and interaction through the company’s location Facebook pages. The aim was to gain maximum engagement and ultimately more enquiries.

The GMB listing was unverified for some locations and was also incomplete.
We completed the verification process for all five locations and fully completed all sections of the GMB account including opening hours, description and used the main keyword.

Reviews are a essential element for maps ranking so we looked at ways to increase reviews from customers by creating a small handout when customers leave the shop along with customer newsletter.

We cleaned existing citations to  make sure details are accurate and descriptions are complete incorporating keywords as potential customers actively use these main directories. New Citations were created new making sure the NAP was consistent across all citations and the website.

From the earlier data collected we compiled a list of competitor backlinks to aquire that met the required standard and created a mini outreach campaign to aquire 10 links from real websites with at least 1000 visitors per month.

Our outreach team compliled a list of search operators and made contact with site owners, once an agreement was made we needed to create content that the target sites audience would find interesting. Follow up communincation was made until the article and link was live.
The link building campaign is monitored to establish if further links are required after the first 10. Anchor text is a mixture of brand, naked URL and generic.