Baker Steel Trading are Surrey-based steel fabricators who understand the meaning of value-added service. They also understand the importance of a highly-ranking website, and one which converts visitors into customers.
Unfortunately, they didn’t have either of the above with their old website. So, via a referral from one of their industry partners, totalsurf were called to help Baker Steel Trading out with the issues they were having.
Despite Baker Steel Trading paying monthly for an SEO service, one look at their Google Analytics and rankings proved they were not getting any return on investment.
They were ranking highly for a lot of keywords, which sounds good on paper. The only problem was that as few as 10 people were looking for these keywords per month (a paltry number by SEO standards), which ultimately made them meaningless. This statistic was being reported to them by their incumbent SEO agency as their top performing keywords.
Their analytics gave this away immediately and showed typically less than 10 people per month in total, were visiting their site organically.
The old site was well built, but was in a proprietary CMS which didn’t have any true editing features. Ensuring that SEO syntactically correct code was used was going to prove to be complex, as it meant the core templates needed editing. Adding in new pages with different layouts and galleries also became a development job, because the framework didn’t support them by default, and therefore took a long time to complete.
totalsurf recommended a refresh of the design and a full rebuild of the site which would give them the ability to create and upload content and add in new pages, functions and facilities with ease.
We opted for a well coded, premium WordPress framework which would give us and the client a great deal of ability going forward.
Alongside the site build, a huge SEO keyword research project went underway, identifying all the keywords that people were looking for when buying steel. The importance and power of our keyword toolkit soon uncovered the potential in the site, which is now moving into its second existing phase. (N.B. We’re not permitted to say what that is just yet, but we will be able to soon!) The SEO totalsurf have performed for this wonderful client is driving a wide range of high-quality, converting organic traffic to the site via keywords which have solid search volumes.
