When looking for a reputable SEO company, Beacon Scaffolding, a London based scaffolding company, came across Outrank and were intrigued to see how they could help them to take their already successful business and positive online presence further. Take a look at how we took a London based construction company to the top of the search results and supported their company’s overall growth.
After coming across Outrank, Chris, director at Beacon Scaffolding spoke with our accountant management team, and purchased a business directory listing. The directory soon picked up on Google and its success meant that Beacon Scaffolding started to receive an increasing number of enquiries from new customers. With over 30 years of experience in scaffolding supplies, as well as being home to a team of scaffolding specialists, Chris was keen to take the business further and start to cover other areas across London as well as their base in Camden. While Chris hadn’t originally considered a new website, we demonstrated a number improvements that could be achieved from a brand-new website. So, we set out to provide the full package – responsive web design along with a search engine optimisation plan. The aim was to improve their online presence and Google rankings while targeting London as well as increase conversions and customer website clicks.
Beacon Scaffolding is known for providing a full range of scaffolding services across London for both commercial and residential clients. Their services include independent access scaffolding, towers including hoist and alarm systems, all scaffolding is provided by their team of experienced scaffolders who are highly professional and adhere to all health and safety regulations. With this in mind it was essential that these key values were incorporated while designing, developing and optimising the site.
We worked closely with Chris, before passing the project on to the web development team. With the opportunity to create something unique, our team also ensured a responsive design which focused on Beacon Scaffolding’s brand identity through the use of colours and images, as well as including effective calls to action to increase enquiries. The team also reviewed the company’s scaffolding services, along with Chris’ requirements which helped to create the foundations for the new website. Another must for the website included a contact form, being one step ahead of his competitors, Chris at Beacon Scaffolding sought advice from our web development experts who recommended including a ‘Free Consultation and Quotation’ form on the site. This form allows clients to include their details and the service that they require, the contact form will then notify the Beacon Scaffolding team who can arrange a call back. Incorporating contact forms and online instant messaging systems into the site help to make the website as responsive and user friendly as possible which can help to have a positive effect on conversions.
The search engine optimisation plan that we put together for Beacon Scaffolding included content optimisation, technical improvements and link outreach. The content part of the plan involved writing new optimised service and location pages, the location pages would be added to the site over a longer period of time, slowly but surely introducing new keywords to the site and to Google, this helps to gradually improve the site’s strength as well as making sure that it wasn’t flooded and overloaded with new content all in one go. With this in mind, Beacon Scaffolding’s main SEO target was London, as this location is very competitive when it comes to the range keywords and key terms around ‘scaffolding’, we started off creating optimised location pages for places within London such as their base in Camden and surrounding areas including Hackney and Wembley. These new location pages and service pages were all based on a range of research including keywords, 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 add overall strength to the site which will work towards targeting the London keywords and key terms for scaffolding.
The technical aspects of the SEO plan for Beacon Scaffolding included a range of further optimisation work to the website itself. This covered including schema markup, there are many different types of schema that can be inputted into a site but the two that were the most essential for Beacon Scaffolding’s site at this point were review schema and local business schema. This was a really important area to consider for Beacon Scaffolding’s SEO due to the competitive nature of the services that they provide and the London area.
Another vital part of Beacon Scaffolding’s SEO strategy involved ongoing link outreach, link outreach promotes a website’s strength and overall positively affect a site’s Google rankings. We set out a link plan for Beacon Scaffolding’s website, as an established firm, their backlink profile was strong, but we saw lots of opportunities to improve their link strength. Link outreach included NAP consistent citations, NAP consistent backlinks and premium link outreach. These links helped to enhance Beacon Scaffolding’s organic visibility on Google, as the link campaign goes on, Beacon Scaffolding’s visibility improves and helps to attract more qualified traffic which then increases lead and online revenue production.
Beacon Scaffolding was more than happy with the direction that Outrank provided, our team of experienced website designers and fully-fledged SEO specialists provided a thorough plan and direction for an already successful company. Our expert team are constantly working towards going further for each and every one of our customers. Whether it’s to include innovative tools into web design or incorporate new techniques into SEO campaigns. For more information or to discuss a project with us, then be sure to contact us.