We analyzed previous PPC campaigns as well as SEO activities. As part of the new SEO project, valuable key phrases (a pool of about 300 phrases) related to the replacement and repair of glass panes were selected, which ensured the acquisition of valuable traffic on the site.
Implementation of activities
We created a website optimization manual and then implemented the necessary SEO corrections on the website. The main recommendation was to create dedicated landing pages for each city in which the client has its branches.
This improved two key points:
It allowed for effective positioning for phrases such as keyword + city name.
It improved the website's usability - the user entering the key phrase with the city into the search engine or searching from a given city goes directly to the subpage with information about the customer's branches in that city from the search results.
Optimization of activities
As part of the further optimization of the created subpages of the cities, the services provided by each of the branches were listed there. Again, from the SEO point of view, this allowed for the saturation of subpages with additional phrases searched by users (improved visibility for additional key phrases - long tail), while from the users' point of view, it improved the usability of these subpages (without contacting a given institution, the user immediately knows what services can in it). Additionally, internal linking between local branches was implemented (improvement of internal linking), and contact details were encapsulated with the local company's microformat. As a result, the phrases that were selected obtained top positions in the natural results.
As more and more phrases on Google (apart from the usual search results) start to display the Google Maps box (with addresses of local points), starting from February 2019, we decided to include in the SEO project the positioning of previously existing business cards from the Google Maps service. Optimization activities in this area consisted, among others, in the optimization of the business cards themselves (content, assignment to a category, supplementing all elements of the business card). Business cards won high positions in natural results and nearly several hundred thousand interactions in 2019.
Summary of activities
In 2013, the average position for all 300 positioned phrases was 5.6 (after the implementation of the optimization instruction), and in 2014 it was 4.1. In 2019, the average position is already 1.1 (it is difficult to find a phrase from a pool positioned by us that is not in the 1st position). In the SEO project, the arithmetic mean of all positioned phrases increased year by year. Below is a summary of the average position for selected, valuable key phrases.
position 300 phrases
Thanks to continuous work on the project, we constantly increase the position of selected keywords in search results, according to the actual search location and the user's location, tailored to a given city. Comparing the data over the period 2013-2019, the number of sessions generated from free organic results increased by a total of 155%.