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SEO Case Study : JDR Lift Services

The Mission

JDR Lift Services installs, maintains and repairs lifts. After their website was launched, it was passed onto the Webtacular team for Search Engine Optimisation. JDR Lift Services had been running Pay Per Click accounts but this was proving expensive, they wanted a flat fee with long term results.

It was imperative for JDR to be 1st in Google for their company name and to also be at least on the first page for the services. Considering Google holds over 80% of the search engine market in the UK, it was the one to aim for.

We discussed JDR's major services and compiled research on related keywords. We also took a look at the competition, giving us an overall picture of how much work would be necessary to improve the website's search engine rankings.

Finally, we looked at local search too. JDR Lift Services don't travel UK wide, so it was worth concentrating on localised optimisation in order to generate enquiries from prospects close by.

The Plan

Detailed research forms a solid base for a successful Search Engine Optimisation. As mentioned, looking at the competition gave us an impression of what would need to be done. Factors considered with the competition included:

		Amount of backlinks
		Quality and 'weight' of backlinks
		On-site optimisation techniques
		Amount of content
		Domain age

By considering these factors, we can quickly gain an impression of what keyword phrases to optimise for, and crucially ones not to go for. There is no point going over the alluring big-traffic phrases when it may take years to get there!

Fortunately, although a busy industry, there wasn't more than a few of truly established rivals already using Search Engine Optimisation techniques. We set about re-writing content on JDR's website and creating additional pages to boost relevancy. A link building scheme was undertaken to improve the website's weight too. By gaining quality backlinks, this would make the website more trustworthy to search engines, helping boost rankings.

As with all our Search Engine projects, the work was spread over a 12 month period. We never look to 'spam' search engines, but work out an action plan to achieve sustained high rankings on the likes of Google, Yahoo, Ask Jeeves and Microsoft's Bing.

The Reward

Once we had made on-site content/structure changes and submitted the changes to the various search engines, we were delighted to see results within a couple of weeks. As the months went on, the JDR website was making its way up the rankings of all of the major search engines.

Below is a sample of hundreds of keyword combinations that the JDR website ranks for as of 14/08/09.