THE REALITY
A nationwide manufacturer of custom steel buildings was looking for ways to increase traffic and online leads through their website. They had worked with a previous SEO company that had implemented spammy optimization techniques on their site that ultimately hurt them.
Their website was extremely outdated as well and was not mobile-friendly which was hurting their ranking performance on Google. The site also had a large amount of duplicate content and technical issues that made it difficult for Google to crawl and access pages. Issues included but were not limited to broken pages, canonical tag mismatches, server errors, redirect loops, duplicate headings, duplicate and missing meta data, and page speed issues.
THE STRATEGY
While we worked on a separate mobile-friendly website on the side, we implemented various SEO optimizations in the meantime to help with performance. To begin we rewrote content on all pages with duplicate content. We made sure that our content included core E-E-A-T elements which is what Google wants to see today (Expertise, Experience, Authoritativeness, Trust).
We then optimized all of the meta data on their site and added meta data to pages that were missing it (title tags and meta descriptions). We also reformatted some of the heading tags on the site and we created an internal linking strategy to send stronger keyword signals to their core product pages.
We then removed several scripts that weren’t being used and we compressed most of their images to help improve page speed. We also worked with their hosting provider to move them to a different server which further improved page load time.
We then addressed several technical issues on the new design that were hurting the old site. Some of the elements were built in iframes which Google cannot read so we made sure these elements were either removed or built in html. We also created a new xml sitemap to help Google discover and prioritize pages for crawling and indexing.
THE RESULTS
Increase in organic website leads in the first 12 months.
Increase in Page 1 rankings
Increase in organic traffic