Door Stop’s last SEO provider had been heavily reliant on links and had neglected the content on the website, with pages full of thin content with plenty of opportunities missed.
One of the first steps to improve Door Stop’s rankings was to ensure it employed URL structure that made sense. Previously, Door Stop had two pages around bi-fold doors:
- Aluminium Bi-Fold Doors
- Timber Bi-Fold Doors
Google was getting confused between what it should be ranking non-specific bi-fold terms for – the homepage, the aluminium bifold doors page or the timber bifold doors page.
Creating a main bifold doors page, designed to be the parent page of the aluminium and timber door pages gave Google a clear understanding of which page to index
The second step was to ensure that these pages had rich content that gave Google the confidence it needed to rank them for their respective keywords.
Meta-titles were not just optimised for SEO. They were optimsed to capture attention, sparking higher click through rates than their competitors which further helped rise Door Stop to (and cement) to position one.
Thirdly, an ongoing blogging strategy to attract more visitors to the website through quality content.
Each one of Door Stop’s blog posts was centred around search queries with regular monthly search volume.
And to ensure that this blogging strategy was not harming the SEO campaign, with high rates of SERP returns; the informative blog posts kept search users on the page.
This visitor retention allowed Google to safely assume that Door Stop’s content is satisfying search users’ queries and that Door Stop is a trusted authority in the door manufacturing industry.