Local SEO Case Study: Yorkshire IT Company
Graph showing the visibility (estimated search visibility based on placement) across all local keywords
The first step involved auditing their website to determine if any gains could be made through correcting any technical SEO issues. Broadly this involved improving the load time, installing an SSL certificate and setting up redirects for existing 404 errors.
The next essential stage focussed on keyword research and planning. This research unearthed a basket of high intent local phrases which we filtered by geographical area and difficulty. This gave us a number of keyword phrases to focus on that gave the best potential return on investment.
Around this time we also agreed to pursue a content strategy utilising their existing blog, to aim to rank for long-tail variants, encourage users to stick around for longer on the website and engage with their existing clients.
By fixing inconsistent citations, adding multiple high authority directories and getting all available listings indexed, we were able to achieve map pack and high organic listing placements for three keyword phrases.
At this point we built links to the phrases that were not performing as well as we wanted, which continued to drive rankings higher. Work is still completed regularly to maintain rankings and continue to improve the companies search visibility. From here we saw broad increases across all local keyword variants, including strong ‘map pack’ placement across three phrases.
Although this campaign is still ongoing, we’ve seen quick results for a number of keywords and results for the rest are very promising. Map pack listings for the top three keywords (see image below) now drive significant traffic to the website.
Graph showing overall search ranking increases over the campaign period up to now
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