Case Study – eCommerce SEO & Adwords

Case Study – eCommerce SEO & Adwords

A well-known Watersports supplier came to us after experiencing a dramatic drop off in traffic and rankings.  When the owners came to us, they were desperate for a turnaround.

After conducting a Website review we discovered the site needed a lot of technical SEO and on-site work. We offered the company terms and began work. Within just a few months the overall picture was very different.  Since then we have grown their revenue year on year.

Example of one month ecommerce stats showing year on year growth.

revenue increase

If you have an ecommerce website and need growth like this, get in touch for a free quote.

Questions To An SEO Company After A Year In Business – Peak District SEO

1 year as an seo company

The time has arrived, Peak District SEO Just hit its one year anniversary. It’s been a wild ride with both highs and lows as one might expect for a start-up SEO company.

I promised the followers of Peak District SEO that I would answer their questions via a blog and social media video.

This article will try to answersome questions about SEO and also about our first year in business.

I used social media to call for questions from people who follow our accounts on LinkedIn, Twitter, Facebook, and Instagram.

Questions to an SEO Company…

 

Will Asks:
“What does Google’s latest core algorithm change mean for sites and their content?”

Well, to answer that question well I think I actually need more time.  The latest Google algorithm updates the speed update and it’s not been out long enough to form any serious conclusions.

Google is planning to move the entire ranking factors from desktop computers to a mobile-first system. This makes good sense given that more and more people are using mobile devices to search for what they are looking for on Google.

In January 2018, Google announced they would be rolling out the speed update. Google informed us was only going to affect the slowest load being websites on the mobile-first search results.

Towards the end of July, we saw evidence that the speed updates have been deployed, With Webmasters and SCO professionals reporting some changes in the SERP.

Personally, I do not believe the update will cause major problems for the majority of active and well-maintained websites. I think the biggest impact is going to be on sites that have not had any attention for some time.

It is going to be more likely that those sites will not have been built with mobile devices in mind. Therefore the likelihood that they will display poorly on mobile devices is much higher.

If sites are not optimised for mobile they are likely to be ranked lower by Google.

The good news is the majority of my clients have fully mobile friendly website so I’m not expecting to encounter a huge amount of problems. To recap, Websites that can expect major issues are likely to be older sites that are hand built or built on bespoke CMS That do not focus on delivering content to mobile devices such as phones and tablets.

-Stephen Asks:

“In the last few years, I’ve noticed the rise in the use of the verb ‘Shop’ in place of ‘Browse’ or ‘Buy’. Do you think this is for SEO reasons when someone’s looking for a shop that sells a particular item or is language evolving to use this word more?”

I think that this is just an Americanism. The same way that we can now refer to the shopping process of any e-commerce website as the cart.

We do not use the term “shopping cart” in the UK, we call it a basket or a trolley. But in the online world, we say “add to cart”, This is just a cultural crossover.   In many e-commerce platforms heavily developed using US English.  Those in the IT industry tend to use a more ubiquitous version of English rather than one more particular to one region of the world.

So when we see the term “Shop Shirts today” I simply believe this is an extension of this US English. I’d do not expected to carry over into everyday language.

My personal preference would be that people didn’t use the term “shop”. There may be some SEO value to using the word “shop” because shoppers might use the query “local shirts shop” or “men’s clothes shop”.

Additionally, there may be some psychology being deployed in the sense that “shop shirts today”  sounds more like a suggestion than an order like “buy shirts today”.

At any rate, this is either a fad that will go away, or we will see more and more of these “universal English” terms creeping into our daily online language.

– Shantelle Asks:
“Do you feel that you faced extra challenges due to your ethnicity, and are there any ways/wisdom that you could impart to other prospective black/ethnic minority entrepreneurs?”

This is a really interesting question, and probably warrants a more detailed answer than I can give here.  I  try to take as many steps is possible to remove the possibility where natural biases might get in the way connecting with potential customers.

Anyone who is searching for SEO services is actually looking for someone to help them overcome website problems. I  try to position my business as having the solutions such problems.

By presenting a clear idea outline of technical SEO issues faced by potential customers and then offering a clear path to the solution, with affordability and support built in demonstrates why businesses should hire me.

I find this resonates well with leads encouraging them to focus on the project goals rather than people or  any perceived differences.

 

  • – Rose Asks:
    “What do you feel was your biggest win/best moment of success in your first year?”

Without a doubt, the biggest win of the year is just staying in business.  Milestones are a good way to gauge whether or not your service is effective.

Another big win is landing larger clients. When you first start out, you tend to attract smaller clients to only pay very small fees.   When you do get that larger client feels like you’ve arrived.   I always temper this relation with the knowledge that once you have landed a client that is just the beginning of the relationship.   You have to keep them.

Whilst larger clients pay more, they are often more demanding and expect more detail and attention. Losing large clients can be a major blow to your cash flow and reputation.

Whenever I land a bigger client, I always review my systems and policies to ensure that they will be well served.  That way they’ll be leaving positive reviews and testimonials to help me bring in similar clients.

-Keith Asks: “What were the things that motivated you this year?”

Funnily enough Keith, I always tell people to ignore the naysayers but I don’t always take my own advice.  In some ways, their words do stick with you.  You have to use other people’s negativity to drive you on!

When people tell me I can’t or won’t achieve something. I just love making them eat their words.  A couple of things someone said to me early on were

“You have the wrong approach”

and  “in your first year, you’ll be lucky to make 10 grand”

These two statements have propelled me forwards during the tough times.

I simply wasn’t prepared to let those people be proved right.  I knew they were wrong at the time and by completing a year in business validates that. I’m under no illusions that it’s all plain sailing from here. The work starts all over again to achieve even more in the second year.

Thanks to all who supported Peak District SEO

I’d like to thank all the people who helped and supported me and showed a little belief, you’ll never truly know what that means to me.

Thanks for reading this article, and please share it on social media if you enjoyed it.  Watch this space for more updates.

 

Google Rankings Dropped? Learn How to Fight Back

Google Rankings Dropped

Google Rankings Dropped? Learn How to Fight Back: Phil Gregory – Peak District SEO.

If you own a website the chances are at one time or another you’ll have seen your web rankings dropped for certain keywords or key phrases. Don’t panic, this can happen for a number of reasons. You may have had a penalty – or it may be competitors have simply overtaken you. Here’s how to fight back and ensure that your listings rise back up the SERPS.

One of the many questions we get asked on a regular basis is:

“What Can I Do If My Google Rankings Dropped”?

Google Rankings Dropped
The answer to this question is many pronged.

Firstly….

Did You Make Major Changes To Your Website?

If you made major changes to your website and then noticed that your rankings dropped. You need to evaluate those changes, to see what may have caused the drop.

Perhaps the new version of the site has poor page load speed, or perhaps the navigation has changed completely?  If you changed the URLs, have you implemented a set of redirects to send traffic to the correct pages?

Be sure to check Google Search console Google Search Console to find out the things that are not in your favour. Simply go to Crawl section, Crawl Errors. the reports will give you an indication of what is the reason behind any sudden SEO ranking drop after making changes to your site.

add redirects

Monitor The Competition

If you are trying to rank on page 1, it’s fair to expect that your competitors also have the same objective. When your rankings go up, someone elses’ are dropping. So it’s unlikely, in the never-ending contest, that you will have everything your own way.

You can experience a sudden drop in SEO traffic if some of your web pages have gone down in SERPs for specific keywords. It’s highly likely that your nearest competitors have an active SEO campaign trying to outmanoeuvre you.

monitor the competition

Loss of Quality Backlinks

Sites gain authority in the eyes of Search engines when they acquire high-quality links from other sites.  Search engines see such backlinks as an endorsement of quality content. Needless to say that the loss of such backlinks can hurt your current search engine rankings which and lead to sudden SEO traffic drops.

Your SEO agency will monitor your backlink profile by using specialist tools Yto monitor your backlinks.  When they find lost backlinks they can take steps to try to get it back,  in order to bring your position in SERPs back.

Search Engine Penalties

Violating the Googles policies engine policies when optimising your website, can cause a big penalty to make your site disappear from the rankings.

Which will definitely bring with it a huge traffic drop.  Check Google search console to see if you have been penalised by an algorithm change or with a Manual Action which is a penalty applied by the Google staff for violating their best practice.

Manual actions are actually reasonably easy to reverse, so long as you take the appropriate action and fix the issue.  the longer they remain in place the more it will hurt your website though.algorithm updates

Action Site Audit issues To Improve Your Web Rankings

It’s really prudent to get a full website audit.  If you cannot do this in-house, hire an SEO agency or SEO freelancer to do it for you. The results of the SEO audit should reveal the general health of your website. When you look at the report that the SEO agency has produced it should highlight any urgent work will need to be carried out to help make your site rank higher.

Most of the problems the report will highlight are likely to be such factors as website speed, The use of CSS and JavaScript on the page, The use of Words and images on the page. As well as basic SEO like making sure all your pages have proper titles, proper meta descriptions, making sure that the titles and meta descriptions are the right lengths, Making sure that you use the proper headers throughout the page and a number of other factors.

Whilst these factors do not necessarily guarantee that your website will rank well in the search results, what they will do is ensure that your website is in the best health that it can be. You want your website to be truly competitive but for it to be competitive it has to be in good health. You can’t ignore errors and keep letting them build up. That can be a recipe for disaster.

The next thing to do is to check to see if Google and the other search engines have rolled out any large algorithm changes. If you discover that there has been an algorithm change trying to find out as much about that change as possible. It might be the case that your site has become affected because of poor quality content. Every now and then Google reviews its rules on the standard of content. Or it might simply be that Google considers your backlinks to be spammy (low quality).  If this is the case, then you will need to take action. But it can be hard to understand where to start to get this fixed, Again this is where you would speak to an SEO agency to get advice and get pointed in the right direction.

Review Your Content To Get better Rankings

It’s important to remember that in 2018 there are more and more companies trying to compete for attention from users than at any other time. Therefore to guarantee first-page places you have to be on top of your game.
You have to be working hard, You have to be aware of what your competitors are doing. You have to be planning your strategy so that your content beats theirs and is providing more value to your potential customers.

Sitemaps
It’s prudent to review all content on your site. The easiest way to do this is to take a look at your sitemap. Are there redundant pages? If so let’s get rid of them. Perhaps some pages can be merged?

The sitemap will show all the pages on your website. If you haven’t got a sitemap yet, You should talk to us, we can get one set up for you.

Running a review of the sitemap gives us an indication of all the pages on the site. When you couple the sitemap with the information that comes out of Google Analytics, we can tell which pages are popular and which ones are not engaging your customers your customers.

If your customers are not engaging with your content, this is a good indication that you are not serving them with the information they are looking for. This can lead to a high bounce rate and search engines will see this as a negative signal, which can harm your web rankings.

Build a Content Calendar To Earn Rankings For New Terms

When you work with Peak District SEO We will help you build a content calendar. Building a content calendar helps you to get organised in terms of writing new content for your website. This will enable you to publish the content that your customers are looking for.

the most honest way to Improve your search rankings is to ensure that you are providing useful information for your customers. This will be seen by search engines as engaging content and it is more likely to generate social signals and backlinks.

Without new content, your website will experience drop after drop down the search engine results pages.Schedule content

Google Seach Console & Analytics To Get Answers

Google Search Console provides information about user queries on Google and that your site shows up for. It’s really important that you understand what sort of queries your site is actually showing up for. You can easily connect your Google Analytics to your Search Console and pull the search query information through for analysis.

Don’t forget that as well as yourself, Your competitors will also be employing this technique. Everyone is competing for the attention of the customer.

Avoiding a ranking drop is not truly possible, because we don’t have any control over the rules Google sets or on what level of work and investment your competitors make. This is why you can’t afford to “set and forget”. This is why you need to use an ongoing Organic SEO expert

How Good Content Helps Reduce Ranking Drops

It is not enough to just write the basic information about the product or service that you sell. Instead, your time would be better spent working to a more comprehensive strategy. Think about how you can make your site the best in its niche.

  • Keyword Reviews
    Think of all the keywords that relate to your product,  then look again at that list of keywords to see how can you expand it. How might someone ask the questions differently?  Think of synonyms try to use all of these ideas in the page content?  Your SEO professional can take your keyword list and identify which words are going to be the most profitable for you to work with.  Using these words and phrases in your copy will make your pages and articles more relevant to user searches on Google & Bing.
  • Adding Value
    Pages should have good images, not only should they illustrate your pages, they should be well optimised too. See our Images checklist for more info.
  • Create Downloadable Resources.
    Creating downloadable files such as whitepapers, or how to sheets and infographics give your customers a reason to stay on site and come back for more.
  • Link to Relevant Websites
    Link to useful and relevant sites that will help your customers gain knowledge, and see your accreditations. It’s good to link to relevant sites.
  • Regular Ranking Checks
    Check the rankings regularly.  If the general trend of your standings is going up you know you’re doing the right thing. Some keywords will have climbed and some rankings dropped.
  • Don’t obsess about every keyword position
    A word of caution, don’t be fooled,  rankings can be a vanity metric.  Try not to fly into a panic or a rage when you notice that some keyword rankings dropped a couple of places.

I have seen sites with many, many numbers one rankings and yet they still were not getting the best enquiries that they could be.  You really want qualified traffic, not just tyre kickers.  So ranking #1 for every term may not always serve your business as well as ranking for just a few words that attract your perfect customer.

In Conclusion

Monitoring your site is the best way to ensure that your rankings do not drop dramatically.  If your team are not skilled SEOs you need to hire an SEO company to do this on your behalf.

Do not obsess over rankings, instead focus on giving customers what they actually need, this will lead to a higher conversion rate and more revenue for your business.

Need Help Recovering Rankings? If so get in touch for a free quote.

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Case Study – WordPress Website Rebuild

Wordpress rebuild

Outdoor Activities Website – WordPress Rebuild

An outdoor activities company approached us for some organic SEO having slipped down the search rankings, despite being in business over 20 years. Their existing website was looking rather tired having been built several years ago.

The existing WordPress theme that had been used was no longer WordPress approved and was causing issues with security and plugin conflicts.

After some initial technical SEO work to fix basic issues we revamped the WordPress website to bring it more in line with the sites of their direct competitors. Images were updated, the logo and blog were both refreshed.

The site is now mobile friendly, it loads faster, and has improved contact details and calls to action which is generating more enquiries.

Do you need a WordPress rebuild? Or just some fixes and a tune up?  If so get in touch for a free quote.

In Conversation with Kaye Booth of SocialMyna

Kaye Booth - social media training

KayeBooth – MD of  SocialMyna – Social Media Training & Management & Consultancy.

Kaye Booth - social media trainingKaye Booth is a Derbyshire businesswoman who left her old job to set up her own social media training and management company.

We’ve been following the progress of her company SocialMyna, for a few years, and decided she’d be a great subject for an interview on the Peak District SEO blog.
Interview below.

Kaye, can you tell us a little about how you came to launch SocialMyna,  and what motivated you to do that?

A number of factors led me to launch SocialMyna back in 2011, a run of unsatisfying employed roles and a long-held desire to be self-employed with a successful business.

I began by working from home, like many startups, it was a case of utilising the back bedroom.  I did that for about 18 months and at the time I didn’t really enjoy it.  The set up wasn’t quite right and there we too many distractions.

I took up a then shared office in the Belper Business Centre. We shared with a web design company and after a year we moved to our own offices had for 3 years. Now we have modernised again coming full circle.  Today I work from home again, it’s more flexible and I have the experience of setting up a proper working environment at home, where we can easily travel out to clients to deliver training.

How old were you at the time of launch and do you think there were any benefits/pitfalls of doing it when you did?

Asking a woman her age, how very dare you! (joking)  I was 47 years young. For me it was the perfect time to launch my business, I feel that the
life experience gained up to that time served me well. The hardest part was the self-doubt that new business owners feel about whether they are professional enough.  Also as the boss of your own company you have to learn to work smarter, and not be a  “busy fool”, The work you do has to add real value to the business, as opposed to just marking time for the sake of revenue generation.

Did you seek any financing to launch the business?

I had no financial backing and this was actually important to me personally as I wanted to be successful and independent.  I had saved up enough money to give myself a buffer whilst getting started.  Initially, I didn’t need a huge outlay, but as any business owner will tell you, it was hard at first.

Was it difficult to launch a Social media business, given that many businesses in Derbyshire are rural? 

No not at all, it did take time to gain trust and build our community but the nature of social media means that I could approach anyone, anywhere.

Most of our work comes in via referral, which shows that we are doing a good job.  Luckily that meant that we don’t have to spend huge sums of money on advertising as our good reputation brings in the work. Transparency is key for building trust and retaining customers.  If you can demonstrate that your services are value for money, then your customers will stay and happily recommend you.

Tell us about your first client, (they can remain anonymous) and how did you land them…any other details?

Hard to remember, but our first contract client if I can recount their story is actually still a managed profile client today.

They enquired about social media training via LinkedIn and after an email response plus an impromptu cold call,  simply because I was in the area they signed SocialMyna up to deliver a group training session for their MD and Sales Team.

Within a month of the training, they decided that to have a dedicated social media team who were remote was the way forward and we took over their content creation and delivery with immediate effect.

What do you love about your work? Why…what motivates you, do you have any exciting plans for the future? 

I love the flexibility that my work gives me, and since growing my team of ‘Chicks’  with their support,  I am able to choose how, when and where I work.

Motivation comes in many forms, client satisfaction and word of mouth recommendation make me strive to deliver a service which exceeds expectations. A supportive team motivates me to encourage their personal growth and the future looks very bright as we continue to evolve and grow as a company.

How has social media training changed since you started working in the industry and what are the big challenges that you face in 2018?

The spotlight is really on social media compared to when we set up SocialMyna back in 2011, with high profile press representation it’s important that we encourage clients to represent their businesses in a positive light.

Educating our clients about social media promotion is an important part of our daily work, platforms change and evolve so quickly these days that we need to keep an eye on these changes so that we can be at the forefront of all the new social media innovations.

What do you think is the best innovation in your sector, how has it helped or hindered your business?

The pace of change online is hard to keep up with.  Platforms are constantly changing and evolving and our team has to keep up with that.  We have regular online meetings to share knowledge and keep each other in the loop with regard to platform changes and new features on the various social channels.

How has collaboration with other digitals helped your business to grow?

When collaborated with the web designer form, through online networking, this gave me the confidence to know that we could offer e more complete and supported service and add that extra layer of support if needed. These days we regularly work with videographers and photographers, and SEO’s of course.

If you could give one piece of advice to anyone starting a digital services company in 2018, what would it be?

Just to be honest and transparent, represent your business in a true light and be ready to evolve and grow to ensure that you are recognised as a responsible and trustworthy business.  The killer things to watch for is that you stay humble, take it slowly and assess as you go.  It’s too easy to get carried away with growth whilst forgetting to nurture your existing customers.

Related Links
SocialMyna Website
SocialMyna Facebook
SocialMyna Twitter
SocialMyna Insta

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