Working in conjunction with Futurenet Publishing, we were tasked with acting as lead SEO consultants to help develop clear strategies to improve White & Company’s organic search rankings and conversion rate potential.
As one of the country’s oldest removals and storage firms dating back as far as 1871, it was clear very early on they were falling behind the competition. Whether it be on a national, European or International scale, they needed to bridge the gap to re-establish themselves as one of the industry’s leading removals, storage and shipping firms.
After performing root and branch technical audits and strategic analysis of their current activities, it was clear they were making many common mistakes that were having zero positive effect.
Their website had in the region of 2500+ web pages, all aimed at ranking for various local and international keyword phrases. Yet for the most part, these pages were poorly conceived and attracted low quality traffic that resulted in high exit rates and low conversion rates. In short, the site was full of zombie pages!
It was clear that the site required a full scale content audit to remove poor quality content that could be considered spammy or counter intuitive, and to refocus efforts on building fresh content on well-research keywords that will convert and bring in warm leads from transactional customers.
Due to the scale of the work involved, the work is continually ongoing with a month-to-month process of building newly designed landing pages, publishing high quality original blog posts and re-optimising existing content for improved keyword ranks and click rates.
Soon after we began implementing a wide array of on-page changes and content clean up, ranks started to make a dramatic u-turn and soon enough, traffic levels increased and conversion rates improved significantly. So much so that many high compete keywords were soon back on page one and driving referring traffic from Google in no time.
As a company that relies heavily on trade across a wide network of national depots and international locations, enquires for removals to Spain and removals to France as just two examples of critical business they needed to acquire.
White & Co are a removals company that demands a high volume of sales all year round, so getting them back on the upper tier of search results was imperative and to date, that’s exactly what we’ve achieved.