My overall goal is to have pages from the Gowercroft site ranking higher in Google Search for terms that are popular and relevant to the business - ‘Heritage Windows’ is such a term and attracts 880 searches per month. The higher up in Google search our pages appear, the more traffic will come to the site. The more traffic to the site the more opportunities we have to convert them as customers.
The fist job was to redesign the website. We have worked on building up pages that will rank for significant keywords. MD Andrew is a very hands on type of guy and we work side by side on every stage of the project. That way he has an easy way of communicating his ideas and we can discuss the project as we progress. A lead magnet in the form of a downloadable brochure was added, and this is a useful tool for the sales team to track enquires and follow up.
The site had and active blog and one of the jobs was to optimise the existing content and come up with a schedule for the coming year. Case studies of previous work proved to be a great way to add keywords, locations and schema mark up to the site.
The result is a website that is very keenly tuned in to the business and the client base.
Over the months we have seen a direct link in the search engine rankings and the content that is being added to the website. Significantly, within the Heritage Windows keyword group.
The changes have come about due to the addition of Case Studies to the website incorporating the relevant heritage keywords. We seem to have hit a winning formula that we can refine and improve. The successful format seems to be:
We do have a significant amount of these case studies to add to the site, including good quality photography and by adding them at a steady rate will continue to gain ground in Google search.
We will also be adding fresh content to the blog feed in order to strengthen the existing keywords and add new ones to the site. We have seen the blog posts affect the rankings and it’s clear that Google likes what has been added to the site previously and we can continue to build on this base. Obviously the posting of content on the site also gives us more to post on the business social media pages to increase reach and show Google that we are an active business, which is believed to be a ranking factor.
Competition for terms such as ‘wooden windows’ is fierce, and it would be a very difficult job to outrank the competitors. The Heritage Window niche is less competitive, therefore an easier win – though the competition is very well established and some ranking factors, like having keywords in the main url (www.heritagewindowcollection.co.uk) we can never overcome. Our policy of building the rich and deep content on the site helps and indeed, some pages have briefly dipped in and out of the top 10 in Google search. Recently I revised the url structure for the Heritage range of products and this seems to have started the site moving in the right direction again. By increasing the internal links pointing to these pages via the blog posts and case studies we hope to help these pages continue to rise in the rankings.
Social media is one of the important ingredients of SEO. The company has an active Facebook and Twitter account, and recently we have started adding new content to the YouTube channel.
We will continue to add both human interest posts and posts relative to the business on the channel. Jane and Andrew are handling the human interest posts, and I will be building up the business posts, using the case studies and blog posts as the basis for these new posts. As I said previously, it is believed that being active on social media could be one of the ranking factors that Google takes into account and we are also building a healthier backlink profile.
We have recently started to experiment with YouTube. We have added videos based on the Heritage case studies and very heavily optimised the descriptions, titles and tags. Significantly, the first video we uploaded using this method was shown to rank highly in YouTube search for the main keywords (e.g. heritage windows).
The aim is to rank the videos highly in YouTube and drive traffic to the case study pages and product pages. If the videos rank in YouTube search, then it is hoped that they will start to appear in regular Google search too. These results can be ‘influenced’ by building backlinks to the videos. The links from the video descriptions to the site will help the pages to rank higher. The beauty of this channel is that we have complete control over the content and links, and that as it is a Google channel, it is very influential on search results but at the same time fairly easy to optimise.
I’ll find other video hosting sites to post the videos on, and build more coverage and links.
We have an excellent PA in the form of Jane Lomas. Her industry knowledge is vast and as a content writer and placer, she has no match within this particular industry.
Jane has come up with a detailed plan for adding articles to some chosen, relevant publications. Her knowledge of the market is absolute gold, and her inside knowledge will help us build a very strong link profile.
Links from other websites to our website help with search rankings. Links are regarded as a ‘voting’ system by Google. If a site that Google likes and ranks gives your site a ‘vote’ of confidence by linking to you, then some of this influence rubs off and Google will promote your site in its search rankings as a result.
Janes work is perfect for link building. The sites she will be featuring Gowercroft in are highly relevant and respected by Google. This policy of ‘quality not quantity’ will pay off in time to come as I feel the competition, especially for heritage windows, have link profiles that are very flimsy. In time, as Google calls and reviews all sites on the web, our collection of carefully placed content, which will inevitably include a selection of follow and no-follow links, and even articles without links but that feature the Gowercroft name in connection with the magazines will strengthen the Gowercroft site for years to come.
A new marketing brochure is in production. This item is a direct marketing tool and it’s design will be reflected in the coming adverts and promotions as outlined in Jane’s proposal. The design, once approved, will be a direct attempt to stand out from the competition. Currently the overall branding of the competition is very fomulaic – they all follow an identical layout in their advertising. We will buck the trend and produce items that are engaging and eye catching, whilst still following the Gowercroft branding and making sure that we are appealing to our target market.
It is the intention to highlight how Gowercroft’s products are technically, and arguably aesthetically, superior to the competition. We will attempt to explain the science behind the superior product in a more user friendly way – for example how vacuum double glazing works, and why you need it in your home.
This departure from the competition will encourage more engagement in the printed and online advertising, and could eventually influence other advertising mediums such as paid Facebook adverts and Google display advertising.
There is also scope for direct outreach using these new media items, for example direct mail or email to target prospects, e.g. architects, property developers and builders.
How do we know that we are achieving our desired goals?
I use SE Ranking to comprehensively track all the keywords and positions and we – our ‘Top of the Pops’ meeting. We closely monitor the movement of the keywords position, and from this information we have devised our strategy for achieving higher rankings.
We use Google analytics to monitor the traffic on a weekly and monthly basis.
Note: more is not always better. We are targeting the Heritage window niche. There significantly less searches for these projects that there are for, say, wooden windows. However, we are have seen that anyone searching for ‘Heritage Windows’ will have more intent to buy, therefore even if the traffic is less, conversion rates will be higher. A good indicator of attracting the right traffic is how many people visit relevant pages on the site, how many times the lead magnet is downloaded (currently this is the brochure) and of course, if there is an increase in enquiries and work.
This is a very comprehensive project, and the intensity of the campaign, and the science behind it, I believe will prove to be very successful.
The combined efforts of the marketing team in all the areas outlined will be closely monitored and we are fairly confident that this 3 month plan will result in a rise in the amount and in the quality of projects that Gowercroft is given the opportunity to work on.