Category Archives for "Work"

Case Study: Splash Color

Case Study: ColorSplash Web Design

Here at serpable we work with all kinds of clients. If you read some of our other case studies you’ll see that we’ve worked with small businesses, sole traders and beyond.

But one of the most common types of business we deal with is the web design company. There are a ton of web design companies out there which makes a lot of sense seeing as this is an easy service that anyone can provide from anywhere in the world.

This makes life easier in some ways, but it also makes life harder in others. Why’s it hard? Because there’s so much competition. Standing out as a web designer is tricky and the keyphrases that you can rank for tend to be very generic and broad.

So this was the problem we were faced with when we were contacted by a company we’ll called ‘ColorSplash Web Design’. And this is how we smashed that problem.

What We Did for ColorSplash.

Being a web design company, we didn’t have to do any major on-site optimization for ColorSplash. Their site already looked great, loaded quickly and had well-implemented keyphrase.

The problem really was the nature of those keyphrases. They were going after things like ‘Cheap Web Design’ and ‘Ecommerce Web Design’. Problem is: so is everyone else!

Instead, we did some research and found that they were actually in a very good area to target for their services. In other words, there were lots of local searches for web design and people as a rule like to work with design companies that are in the same area. By going after some carefully chosen local keyphrases, we were able to help ColorSplash to sidestep the bulk of the competition and to very quickly get some traction in the SERPs (fancy speak for ‘Search Engine Results Pages’).

At the same time, we also recommended that they partner with some local businesses to do guest posts. There was a local app development company near them for instance and we managed to get them a guest post on that site. We also managed to get them guest posts on the website of a local paper thanks to some press releases.

This gave them enough traction to start branching out in broader categories. We started targeting slightly more global keyphrases after a few months and because the site was already performing well on Google we managed to leap frog some of the competition.
And meanwhile we did something very smart for them on Pinterest…

Social Media and SEO Go Hand in Hand.

The best SEO companies aren’t just SEO companies any more. It’s important to understand the interplay of SEO, social media and more in order to gain the most momentum possible.

And for ColorSplash, this meant getting them on Pinterest. Pinterest is a highly visual social media tool that people often use for inspiration. The key when you create a social media channel is to offer value and in that regard you can almost think of it like a service.
For ColorSplash we created a Pinterest Board all about web-friendly fonts. In no time at all, web designers, writers, app developers and more were following the board and repining our posts. And in no time at all, this led to more traffic for ColorSplash.

Tracking and Analytics

We also set ColorSplash up with a high-end lead tracking program. This helped them see more precisely where their best customers were coming from and which aspects of our campaign were working best for them.

We also collect a lot of analytics ourselves when performing SEO services. This allows us to supply our clients with in-depth reports detailing precisely what we’re doing for them and what’s working. We really believe in communication when it comes to SEO and in transparency – we like to keep you in the driving seat and make sure you’re 100% happy with everything we’re doing to help you get discovered online.
So where is ColorSplash now? Well, they’re actually ranking for some very popular keywords and the business has really taken off. They were one of our earliest clients and we’ll be working with them for a long time. We have some crazy high ambitions for the company but we also have every faith that they’re going to come to fruition!

Case Study: Galaxy EPOS

Case Study: Galaxy EPOS

Here at serpable we like to share stories of the success we’ve had with previous clients. We feel it helps our visitors to better understand precisely what it is we do and how SEO can work for them.

And to be honest, we also just love bragging about how much we’ve helped so many small businesses!

Today we’re focussing on a company that we’ll call ‘Galaxy EPOS’. That’s not the real name of course (most clients prefer us not to mention them by name) but it has a nice ring to it…

What is Galaxy EPOS? So what’s Galaxy EPOS? Nothing! I just told you – I made it up…

Just messin’. The real company behind Galaxy EPOS is indeed an EPOS business. EPOS for those that don’t know, stands for ‘Electronic Point Of Sale’. That in turn means that this was a company that sold essentially the electronic software component for a till machine. And it’s a pretty awesome product they have too with lots of modern innovations like tablet and ecommerce support. So a store can sell something in person and sell something online and the software would automatically update the inventory. It supported Apple Pay, you name it, it was good.

The problem was that this was a very small company that had until now been trying to handle its own SEO and online marketing. And it hadn’t been going all that well. Fortunately, the company had the self-awareness to realize this and to get in touch with us for a bit of help.
Here’s what happened…

The Challenge

When the company first got in touch with us, it had some serious problems.

For starters, the website didn’t actually say anything about what the company did! It wasn’t optimized for any search term other than ‘EPOS’ (which is way too competitive for a small business) and the only other form of marketing they had was a Facebook page where they occasionally said things like ‘Galaxy EPOS is the best EPOS solution!’. Not exactly engaging…

There was a very slim chance anyone was going to find this site and if they did, they would just get confused by lots of ‘business’ words like ‘Success!’ and ‘Synergy!’ and leave. What’s more, the site wasn’t even responsive which means that Google would have penalized them heavily in mobile search.

And unfortunately, Galaxy EPOS only had a very small budget to spend on SEO. Good thing they found us then!

How We Helped Galaxy EPOS

We always work with all our clients to ensure we match their budget and their goals. In this case, we decided the most cost effective use of our time was to focus initially on on-page optimization. We made the site mobile friendly and found them some keyphrases that they actually had a chance of ranking for. We briefly tested these with a PPC campaign too to ensure that they would work for them.

What’s more, we made sure that the site was user friendly and descriptive. We recommended a video on the homepage that would explain exactly what an EPOS was and what types of businesses should be bothered.

With the remaining budget, we focussed on link building. We added to their site to plenty of local business directories, to Google My Business and more. And finally, we wrote them a few blog posts to submit to their site.

We also just cleaned up a few things for them and gave them some advice and consultation. Their social media is a lot better now and they know how to schedule posts so they aren’t spending all day thinking of witty Tweets and other things they can add. We also set them up with some Google analytics so they could start tracking their efforts.

And what do you know? Within no time they were on the first page of Google for a fairly popular search term. This was just enough to help them find some new clients and in a few months, they’ve managed to accrue a little bit more profit.
Guess what? They’re back with us and this time they have a little more to spend. This time we’re going to help them really make a splash!

Case Study: Iron Mike

Case Study: ‘Iron Mike’ the Personal Trainer

Can SEO really help your business? Can it really help you to start getting more traffic, more exposure and more customers?

This is something we get asked a lot by new clients and of course our answer is always YES. Otherwise, we wouldn’t be in this business!

We’ve helped countless businesses, entrepreneurs and websites to gain massive exposure and change their fortunes and this is something we always like to share. Even if you don’t choose to go with our service, it’s important that you recognize the potential that SEO has to boost your profits and accelerate your business.

And one of the best examples we’ve worked with in recent memory was a personal trainer…

Meet ‘Iron Mike’

So I can’t tell you this guy’s name for the sake of confidentiality but let’s call him ‘Iron Mike’.

Mike is a personal trainer who works in London, England and his job is to help people get into great shape. After a disagreement with the management, he had recently left his job working for Virgin Active when he came to us and wanted to strike out on his own.

He had a few clients that he had managed to carry over from his old job and had the foresight to create a rudimentary website. But he wasn’t gaining any traction, wasn’t increasing his clientele and wasn’t getting paid enough by the clients he did have.

He came to us and asked for help and this is what happened…

How We Helped Iron Mike
The first thing we did for Mike was to help him improve his site slightly. We gave him some pointers and ensured that he would be ready for the influx of traffic that he was going to receive.

We discussed Mike’s budget, his goals and the way he wanted to work.

And we decided that the best way to go ahead was by setting him up some social media accounts, writing some guest posts for local SEO blogs, optimizing his on-page SEO and adding a blog to his site.

Oh and we decided to rank for the phrases ‘Personal Trainer Ealing’, ‘Personal Trainer Acton’, ‘Personal Trainer Westfield’, ‘Personal Trainer London’. Pretty straightforward stuff – these are all areas that are near him and the keyphrases were getting a lot of traffic without too much competition. The ‘London’ keyphrase was something of a catch-all but his ‘.co.uk’ domain gave him a bit of a leg-up in that department.

We got him to add the guys he was already training to his social media and to encourage them to do a bit of spreading the word for him. This kind of ‘face-to-face’ time with clients is an invaluable tool and can be used to great effect.

Meanwhile, we set about adding his site to business listings in the area, building links from relevant fitness sites in the UK and developing content for his site…

The Results

So what happened to old Mike you ask?

Well he actually started getting a lot more clients even before Google had a chance to react to the work we had been doing.
The social media accounts we’d set up for him, the blog and the mailing list were all enough to help him establish himself as an authority on fitness and to build him a bit of a following and to help him get some new clients.

But then with some help from us, his site started to climb the ranks for his search terms. This was when things just went crazy for Mike – and it’s why we advised him to make sure he was ready for the influx before we went ahead.

In no time at all, Mike was being inundated with new clients: sometimes he was getting 20-50 emails a day!

Of course he couldn’t take on that many clients but this meant he was able to increase his rates significantly. Plus, he even has a ‘waiting list’ now to ensure he has new clients to fall back on when his current ones leave him. He charges enough that he only works 3 days a week!

Mike is currently in the process of setting up his own YouTube channel with the free time he has on his hands. Stay tuned and watch this space for the next big fitness sensation!

Case Study: The Little Company That Tried…

Case Study: The Little Company That Tried…

Writing up case studies of our best SEO successes is a great way for us to look at what went right and what we can do more of in future. It also lets you guys see precisely the kind of service we provide and why so many companies are choosing serpable for their SEO.

What’s also interesting though is looking at what state many of the companies are in when they get to us. It’s very rare that a company will set up a new website and then hire us to manage their SEO campaign. Instead, they tend to find us only after they’ve tried to do everything themselves – or when they’ve been through several useless SEO companies first.

A recent company we worked with (which we won’t name) was the perfect example of this. We’ll call them: ‘the little company that tried’…

The Business

So what was the company?
Simple: it was a small business cleaned conservatories. The company used an impressive coating technology that meant it the windows wouldn’t get watermarked in future and this was quite a high-end product that they sold to some fairly well-off clients.
Problem was that their pool of clients was drying up rapidly. And so they started trying to handle their own SEO…

SEO Gone Wrong
Unfortunately though, the company seemed to have gotten some bad advice when it came to SEO and so they went about doing everything the wrong way.
They built some social media accounts for starters and then never updated them. Next, they went about adding keywords to their main site.
And then adding some more.

This was like one of those sites you would see in the early 00s. The text was so ‘stuffed’ with keywords that it was very off putting for any visitors and it would more or likely incur a penalty from Google.

Worse was that they then went about buying links and spamming comments sections and very low quality directories with their links. Again, this is exactly how you go about getting penalized by Google and having your site sent to page 100.

The site itself was slow to load and it had a blog on it that hadn’t been updated for over a year.

And then it got worse: they hired a useless SEO company that spammed the web with links even more and then went off the grid. At this point we were their ‘last chance’ and we had some real cleaning up to do!

They had no analytics, no tracking and a very bad backlinks profile.

What We Did
The first thing we did for this company then was to get on the ‘Links Disavow Tool’. This let us remove some of the dodgy links they’d acquired so that Google wouldn’t mark them down for it.
We also very quickly removed the keyword stuffing from their main page and set them up with some tracking.

From here, we researched them some new keywords that people were actually searching. This was quite a niche product but we found some great key phrases around the topic of conservatory cleaning in their area.

Next up, we got to work updating their social media and optimizing their site with a mobile friendly design and some high quality content. This obviously worked because in Google’s next algorithm update their site jumped way up the rankings and they started getting some traffic.

Looking at the analytics we managed to see that one keyphrase in particular was getting them a lot of conversions, so we decided with them to focus on that a little more. We did this by writing around that subject and using some long-tail keywords and some latent semantic indexing (don’t worry about it!).

The company quickly started getting new customers from that point on but we keep things ticking over nicely for them with a monthly service that includes some link building, some content creation and management of their social media account. We also manage a small PPC campaign which is very useful in industries like theirs.

Best of all, using the analytics we set up for them, they can see the exact ROI they’re getting from our services.

See: it’s never too late to turn it around!