Services: SEO, Website Development.
Hassle Free Weekends, a Cirencester based catering company, came across Outrank and were intrigued to see how they could help them to grow their online presence and their business. Take a look at how we took a small local catering company to the top of the search results and supported the company’s overall growth.
After coming across Outrank, Polly, director at Hassle Free Weekends, spoke with our accountant management team, and purchased a Google My Business optimisation package. The GMB listing picked up on Google and its success meant that Hassle Free Weekends started to see an uplift in the number of enquiries that the business was receiving from the website. With years of experience in catering services, Polly was keen to take the business further and start to cover other areas across Gloucestershire. While Polly hadn’t originally considered a new website, we showed her a number of improvements and benefits that could be achieved from a brand-new website design and build. So, we set out to offer a full package – including responsive web design and development along with a search engine optimisation plan. The aim was to take their online presence further and improve their Google rankings while targeting areas in and around Gloucestershire.
The web design and development process
The account management team worked closely alongside Polly, before passing the project on to the team of web developers and designers at Outrank. With this great opportunity allowing us to create something unique, we made sure that a responsive design was created. This aimed to focus on Hassle Free Weekends’ brand identity, which was achieved through the use of colours and images, as well as including effective calls to action across the site to increase enquiries. Due to the nature of the business being around catering and food, it was important that lots of effective images were included in the design. We also reviewed the company’s catering services, along with Polly’s requirements, this helped to create the foundations for the new website. Another essential for the website included a contact form, helping Polly’s business to stay one step ahead of her competitors. The form allowed clients to include their details and the service that they require, the contact form will then notify the Hassle Free Weekends team who can arrange a call back. Including contact forms into the site can help to make the platform as responsive and user friendly as possible which will also have a positive effect on conversions.
The SEO campaign
The search engine optimisation plan that we produced for Hassle Free Weekends included content optimisation, technical improvements and link outreach. The content part of the plan included writing new optimised service and location pages, the location pages would target the company’s base in Cirencester, as well as the local and surrounding Gloucestershire areas. These pages were created and added to the site over time, slowly introducing new keywords and strong pieces of content to the site and to Google, this will help to gradually improve the site’s strength and stop it from being flooded and overloaded with new content all in one go, as this can have a negative effect on rankings. These new pages and service pages were all based on a range of research including keywords focused around catering, as well as related and semantic terms and competitor research. Creating these pages first added strength to the site by ranking for a range of services and locations, this helped to provide overall strength to the site which will work towards targeting the main keywords and key terms for catering services.
The technical factors of the SEO plan for Hassle Free Weekends included a range of further optimisation work to the website itself. This included incorporating schema markup, there are many different types of schema that can be inputted into a site but the two that were the most essential at this point were review schema and local business schema. This was a really important area to consider for Hassle Free Weekends’ SEO due to the nature of the services that they provide and the Gloucestershire area that they are targeting.
The link outreach part of the SEO plan involves acquiring a range of links which will help to promote the website’s strength and overall positively affect a site’s Google rankings. We set out a link plan for Hassle Free Weekends’ website, their backlink profile was fairly low and we saw lots of opportunities to improve their link strength. The link outreach that we carried out included NAP consistent citations, NAP consistent backlinks and premium link outreach. All of these links help to enhance the website’s organic visibility on Google and as the link campaign goes on, the visibility will improve and helps to attract more qualified traffic which will then increase leads and online enquiries.
The main outcome for Hassle Free Weekends’ new website and SEO campaign was to increase their online presence and overall business growth across the local company base as well as the surrounding areas. A close working relationship, allowed us to fully understand Hassle Free Weekends’ catering business, which gave us a greater advantage when putting together an online plan. From using new web development techniques and innovative tools to putting together a foolproof SEO campaign, we helped to ensure a better future for director Polly and the rest of the team at Hassle Free Weekends. At Outrank we believe everything is possible, if you have a project that we could work on together, then don’t hesitate to get in touch with us.