Moving business is a competitive one filled with such grands as Two Men and a Truck, Meathead Movers and others.
It’s not so easy to get your piece of cake but with proper SEO strategy and high business owner engagement in the process we were able to get pretty good results in a short period of time.
Let’s get into the project details.
Technical Optimization: Not the best one.
- Slow load speed
- No conversion tracking
- Duplicated meta-tags
- No redirect from HTTP to HTTPS version
- Broken links on the home page
- Errors in Schema markup
- Custom WordPress template full of mistakes in HTML markup
- Images didn’t have alt tags at all
When it comes to prioritizing work tasks, the Pareto Principle is always there. You have to figure out the smallest and the quickest fixes to do to get maximum results. This applies to SEO as well.
In this case, we’ve decided to fix the redirect issue, broken links (because you know, it’s a bit odd that the most visited page of the website may lead to a 404 page instead of a commercial landing page) and set up new goals in Google Analytics, like forms submit and click on the phone number. Before that, there was only one goal: “Page Visit”.
Not very informative, isn’t it?
These steps didn’t skyrocket sales, but we’ve seen a 10% increase in orders from the site, which is not that bad for such a few adjustments. Also we’ve started gathering more data about site conversion.
What About the Content?
As you remember from the initial data website had tons of pages (78 exactly) with 0 content.
Just H1 and that’s it.
Pages were built for county cities and what’s more important, they were built for cities and towns which are not even interesting for our client…
So we’ve decided to simply delete them without any edits on them.
The idea of a landing page for each city seemed interesting to us and together with the owner we’ve specified served locations, collected towns and cities from it and started the process of building a wider website structure.
As it’s very local we’ve didn’t expected big expenses on link building and high competition there.
We briefed copywriters and we’ve got 3 unique pieces of content. Then we’ve evenly distributed these articles by newly created landing pages, only changing the name of a city in it.
You may think about duplicated content, but in such cases with hyperlocal SEO it works well and Google doesn’t mind if you’ll use it. With the help of an owner we’ve created a template for meta-tags (title and description) for the best both SEO and conversion.
Working in different niches puts its own limitations. You can’t be an expert in each and every field. That’s why it’s vital for business owners to participate in the work process when they’re hiring specialists. It applies not only for SEO, but for every traffic and lead generation service.
Remember this: as a business owner you know your customers much better than any other person. Want to get maximum out of your marketing investments? Work tightly with the person you hire and watch how fast your profit will grow.
Holding usability in mind we’ve also collected the most important government organization, schools, hospitals, utilities addresses and contact information for each town we have a page for. Increasing the number of quality pages and not utilizing them is a crime. That’s why we’ve linked all city pages between each other and put links to the main service pages with the keywords in anchors that we’ve needed to promote in SERP.
Sometimes it’s better to build from scratch
Dirty code, headings where they’re were not supposed to be, awful load speed and horrible mobile version.
That’s what we’ve got at the start of this project.
Of course, we can dig deep and try to fix all the issues with the current template. But after assessing all pros and cons, we’ve decided to go with a new premium theme, which has no mistakes and is perfectly suited for the client.
Rebuilding process took about a month, but it was worth the time we’ve spent on it. Conversion rate DOUBLED from what we have with the old theme.
More conversions = more profit; it’s simple as that.
From 7-7.5 seconds of loading speed we’ve dropped down to 3.5-4 seconds. Not lightning fast but definitely faster than the previous one.
Apart from conversions and speed, new design is neater and fresher and in my opinion up-to-date design helps to increase customers’ trust.
With the new theme on board all technical issues were gone, so we’ve killed two birds with one stone.
Why NAP is important
In case of SEO, NAP is an abbreviation for Name, Address, Phone, not a short sleep during the day.
And these three should be the same across different platforms.
Google uses it to understand if your business is legit and is running in order.
According to some specialists, Google has a list of a trustworthy website for checking NAP of the businesses. This includes Yelp, Crunchbase, Yellowpages and some other huge platforms. So, if you want to rank higher in Google SERP, Maps (for example, getting into Local Pack), you need to make sure that your business has the same NAP across the Internet.
With this business it wasn’t the case.
Our client changed an office address a few years ago and some of the directories had the old ones.
We’ve collected the most important, the biggest listing where we were and where we should be (and where our competitors were placed) and started to fix NAP factor. Sometimes it’s really hard to get an answer from the owners of the directories, but with persistence, we were able to contact them all and change address everywhere I needed.
GMB, Yelp: Optimizing the Biggest Listings
It’s not a secret that in the US Google Maps and Yelp are two of the biggest platforms where your business must be in order to not lose potential clients.
Working with these listings is extremely important for both traffic and sales.
Google My Business
At the start of the project, client already had a verified listing on GMB but its optimization wasn’t on point. Low-quality photos, thin description and no answers to the reviews.
We’ve discussed what we need and pretty soon we’ve got fresh new high-quality photos of the movers, trucks and working process, which were almost immediately uploaded in the GMB.
This resulted in almost ten-fold increase in image views and a 50% increase in calls from Google Maps.
After that we’ve wrote a new description using the right keywords to rank better on Google Maps.
The biggest thing in my opinion, was the answering to the reviews, especially negative ones.
We’ve briefed a client how they should reply to customers, what words to use in the answers and how quickly they should react. It helps not only build more trust in the eyes of potential customers, but to make better relationships with the existing.
Yelp was a little messy. A lot of text in the description with no intent to convert the reader into a customer and without any cue of SEO.
Well, here we go.
Adding fresh photos, rewriting description, adding services and serving locations and look at this chart. Starting in December, we’ve grown x5 in terms of visits and almost the same with conversions on Yelp.
Looking good, doesn’t it?
As the budget was tight, we stuck mostly to the free links:
- Business directories and listings
- Profile links
- Press releases
Of course, we’ve done a little bit of outreach to get high profile backlinks from trusted websites.
A lot of people underestimate the power of free links, especially when you’re on a budget.
The most interesting part!
I won’t put a lot of words here, just a few images with the results we were able to achieve.
From 230 to 540 per month for a local business with limited demand. Seems pretty good, what do you think?
Percentage of target keywords in TOP-10:
This is the most interesting graph for me. Each city page contained at least 2 high-quality images with proper alt tags and proper HTML markup. Take a look at how impressions from image search grown after implementation:
Not only it brought additional traffic, but all images contained brand name, logo, phone number. All of these increase brand awareness, leading to greater popularity, recognition and more clients.
This is it.
Feel free to ask any questions in a comment section or request your quote 😉