SEO should be perceived long term as results don’t come overnight. Guy’s team is able to prove that with the right and systemic approach, paired with patience, understanding of the competition, and grit to outrank your competitors, you are sure to win the game. As he puts it, embrace how search engines work instead of manipulating them. Only then will you be able to achieve the outcome you have worked for.
Guy Tomlinson is the owner of SEO CoPilot, a SEO and web design company with expertise in helping a variety of companies in different industries rank higher in search engines. As search engine optimisation is constantly changing, SEO CoPilot ensures that they keep adapting their techniques to keep with Google algorithms good practices and monitoring Google updates which change the way websites rank. They use their own tried and tested SEO methods to promote business in search engine results, and work continuously to keep businesses above their competition.
Fibreglass Roofing Company– A home improvement company based in Nottinghamshire which offers specialist roofing solutions.
WHAT YOU DID
The company were recommended to us after they had recently had their website redesigned by a local web design company, and it was clear from looking over their website and their low rankings that their site had been designed by a company with little or no SEO (Search Engine Optimisation) knowledge. Their situation was so severe and affected business so badly that they were on the verge of having to close. We needed to rebuild the website again so the first stage of their website redesign by SEO CoPilot was to carry out keyword research which consisted of industry keywords as well as keywords for their target area. This is important as it gives a company the best chance of potential customers within the surrounding area, finding the business through a relevant search in Google, local and organic positions.
The next stage was to rebuild the website, during which we considered the keyword research we collected and made sure the site was constructed around these. Alongside this we looked at his local SEO and noticed that the signals given off for the local SEO were very low, so we began a campaign to ensure that NAP (Name, Address, Phone number) were correct and consistent on his website, Google My Business page (which we created for him), Facebook and citation websites such as Yell and Yelp. After this had been done we moved on to creating more citations which were mostly in quality business directories. This citation work was all done manually to ensure that the NAP was consistent and the description unique across all the places Google can find it on the internet. Once we had a good proportion of quality citations, we began to build backlinks from relevant industry websites with good statistics and branded anchor text, which contributes well to the site’s SEO.
We then began to ensure the site has regular, fresh content by uploading relevant, keyword rich blog posts which interlinked with the existing pages on the site. This shows Google that the site is being updated regularly which they use as a ranking factor. Lastly, we encouraged the client to publish on their social media regularly, such as before and after pictures of jobs and share links from the website, which should be posted on Facebook, Google + and Twitter.
We used several tools to assist us with SEO and enable us to do the best job possible, including: Mangools.com Keyword Checker – we find that this is an effective tool which does a great job at researching keywords as well as showing the overall keyword difficulty to rank and offers many different filters to refine your search. It also enables us to put in a target area to find out what people from a particular area are searching, which gives us the best chance of ranking in organic search results as well as in local search results. Brightlocal.com – we use this tool to monitor local SEO as it helps us for citation tracking.
The tool also offers a citation building service but we prefer to do these in house to ensure that the NAP is correct and consistent throughout all citations. Open Site Explorer by Moz – this gave us all the insights into quality backlinks we needed as well as enabling us to reverse engineer the client’s competition, finding industry backlink opportunities.
When the company first came to us for help with SEO, their local competition had much stronger statistics than them which would be a challenge to outrank. The domains for the competition had been around much longer and their citation and backlinks were much stronger. This was worrying as it meant that a lot of work would need to be done to rank above competition.
Once the new website was launched, the natural position was at the bottom of page 5 for the relevant keywords. Within a couple of months, we managed to get the client to the bottom of page 2 and then within a six month period, we managed to get him at number 1 in the local search results, as well as number 1 organically in his target area. This was a huge relief for the client and another success for SEO CoPilot!
INSIGHTSCompanies and clients should stop looking for the quick fix SEO techniques to game the system. Click To Tweet
My insight into the SEO industry is that companies and clients should stop looking for the quick fix SEO techniques to game the system. Work harder at giving the search engines the positive indications they are looking for, make sure that the website/page is of a high standard and worth reading/sharing and most importantly ranking highly in the results. Show you are an authority in your field and location and just think logically about search optimisation. Google wants to give the best results possible, it’s how they got there in the first place, so make the quality of everything you do of a high standard. Firstly, make sure your website is worth ranking in a high position, does it load quickly, and is it easy to use? Google don’t want ugly and hard to use websites that are slow to load and have content that nobody is interested. My advice is to stop gaming the system and instead embrace it and use it to your advantage.