Another example of a successful structural (on-site) SEO.
This time Binamic was asked to help Charles Barr Ltd, a company that has been making reproduction furniture & traditional furniture since 1861. Having recently launched a new website, the client experienced failing organic traffic numbers and was on the lookout for experienced and recommended SEO experts to help his website perform better in search engines.
Recommended SEO Consultancy
Through a referral for SEO services Charles Barr and Binamic very quickly agreed on a course of action. We would start with the optimisation of the most important part of a small-to-medium sized website – the homepage.
The challenge of this optimisation? Again we were asked to optimise the page with minimum changes to overall design. We also offered to produce an analysis and an “SEO guide” tailor made for the client to compliment the work and keep the client informed and in full knowledge of what would be done.
SEO Techniques
Keyword, Page Rank & Traffic Research and Analysis
Every SEO effort should start with a thorough research – an in-depth and combined analysis of at least three elements:
- Historical performance of a website – both in terms of keywords that have driven traffic to it, as well as the site’s ranking for those key phrases. This allows to asses the “natural” potential of a site (before structural SEO is employed).
- Intelligence form off-site SEO activity undertaken in the past.
- In depth analysis into all keywords relevant to the business, including traffic and actual commercial value potential.
This kind of analysis is time consuming, but essential, as it allows a clear insight into untapped opportunities in a controlled and targeted approach.
Search Engine Optimised Taxonomy
After the research is done and key phrases agreed with the customer, the next step is creation of fully optimised (and relevant to the client’s business) taxonomy as a basis for the new, SEO-maximised page structure.
An optimised page structure, apart for other crucial elements like meta data, titles and alt texts on images etc., allows search engines to clearly identify, in layman’s terms, “what a web page is about“.
By making it easy for Google to understand: “what key phrases is this website relevant to?”, we give the site a much better chance of showing up in search results.
On-Page SEO
But how do you get a lot of new content onto a page without changing its design? Binamic analysed correlations between page structure and visual elements of the homepage, and came up with 3 different options of implementing the taxonomy on the page. After a consultation with the client a JavaScript scroll solution was agreed, and – with some advanced coding – we simultaneously optimised the page’s outline AND replaced a Flash animation element on the site (which would not work on iPhones, iPads, some modern browser etc.).
Google has not yet re-visited the site, so we are waiting to see the increase in organic traffic after the page has been re-indexed. Fingers crossed!
SEO UK – SEO London
You can start benefiting from structural (on-site) SEO to see an instant surge in natural traffic too – simply contact us or call 0208 133 5444 today! Alternatively, read more about our SEO services.
