Online DBS Checks were faced with a unique conundrum. Although their initial website was satisfactory (visually and aesthetically), the website’s SEO performance left a lot to be desired.
The website wasn’t ranking for the main keywords that Online DBS Checks needed to rank for, and their organic traffic had fallen by approximately 50% in the last six months, while continually losing traffic with each passing month. It became abundantly clear that something within the site was broken, and considering online applications are the core part of generating business, this needed fixing as a matter of urgency.
On closer inspection, it became clear as to why the rankings were poor and the site was hemorrhaging traffic in spades. The on-page optimisation of the website was not to the required standard. The content did not match what people were searching for, and even the main landing pages were not making use of correct search terms in the page copy, titles headlines or URLs.
This was a classic case of sticking your finger in the air to find out which way the wind was blowing, and then not following through with your decision.
Digity, our wonderful marketing partners, introduced Online DBS Checks to us. While we wish we could say we’re responsible for the design, that adulation belongs to Digity who deserve every credit in the world for the layout of this website. We did consult with them on this front continuously, to ensure that high-ranking keywords and related phrases were reflected to the best possible standard. We provided them with details of our keyword research solution having identified some principle facets:
What people were searching for, and in what quantities
How to get them ranking for them (through a full content analysis and SEO-focused content plan)
totalsurf designed a full sitemap which perfectly matched the services they sold, while making good use of the keywords people were searching. We then briefed Digity (who drafted the new copy) on how to include all the relevant phrases into the on-page copy. This extended to include all fat-head, chunky-middle and long-tail keywords.
We re-developed the site in WordPress using one of our premium frameworks. Not that we would ever cut corners by using a free or budget solution; they just don’t quite deliver the results! Subsequently, we trained the client on how to edit and update the website on an on-going basis.
We then of course optimised it to ensure that every element is as Google expects to find it.
Now, we write regular blogs every month as well as page content to continually help the site rank where they want to be, while keeping the material fresh. Most importantly, we have now established the correct goals to measure the effects of the work we’re doing. Websites aren’t truly optimised if you can’t adequately test and measure what you do, hence why we incorporate this element into all of our SEO site build plans. This ensures we put the correctly-configured Google Tag Manager in, create bespoke goals and use Data Studio to generate regular performance reports, so the client can see the progress they are making.
We also run highly targeted Google Adwords campaigns to assist in some of the higher difficulty keywords and increase the client’s ROI.
