Alliance Removals came to Tilious to grow a consistent level of leads that could sustain the business for the long-term. The challenge was to make the company stand out in a crowded and highly localised search marketplace.
Actions and Solutions
The key to the strategy was to concentrate on boosting the visibility of the website for local search results, including within Google Maps. With such a large number of competitors, it was crucial any visitors arriving on the website were encouraged to get in touch to request a quote. This, at the very least, meant that Alliance Removals would have a chance to pitch their competitive and friendly removals service directly to individuals.
The following tactics were key drivers of SEO growth for Alliance Removals:
Conversion Tracking: One of the first steps taken was to implement robust conversion tracking for all points of contact across the website. Only by knowing where enquiries were coming from was it possible to identify areas of high performance and optimise accordingly.
Local Listings: For such a location-specific business it was crucial Alliance Removals appeared not only in the standard organic search results but also the supplemental "map pack". To achieve this it was vital name, address and phone number (NAP) details were consistent across all major local business listings. This included adding and updating listings on leading listing websites such as Google My Business, Bing Places, Yell and Yelp as well as a wide selection of removals specific directories.
Local Content: For local locations where Alliance Removals didn't have a dedicated office, town specific pages were created to capture high population areas within a relevant service area. Unlike competing websites, the key to the success of location-specific content on the Alliance Removals website was to ensure each piece was unique and tailored to the local area in an authentic way.
In the first 12 months working together, visits from organic search saw an uplift of +78%. More importantly, growth was driven by highly targeted location-specific searches which ultimately translated into new leads for the business.
During the course of the first 12 months, the number of leads generated from organic search saw a steady and consistent improvement with the exception of the usual seasonal dip. This consistent growth was validation that not only was the website receiving more traffic but that it was the right kind of traffic.