Dock Installation Company SEO Case Study: 98% Search Traffic growth In 16 Months...
In June 2022, a full-service dock installation company approached us with the aim of improving their online presence and organic traffic. With no prior SEO structure and a significant lack of content and technical optimisation, their website struggled to generate leads and rank well in search engines. Over 16 months, we implemented a comprehensive SEO strategy, achieving a 98% growth in organic traffic.
The Challenge
The client faced several key challenges that hindered their website’s performance:
- Duplicate Content Issues: Over 200 location pages featured similar content, creating a substantial internal duplicate content issue that suppressed rankings.
- Poor Website Design: The service pages lacked proper layouts, call-to-action buttons, or engaging visuals. They resembled blog posts rather than professional service pages.
- On-Page SEO Missing: Basic on-page SEO, such as meta tags, header optimisation, and content targeting, was entirely absent.
- Technical SEO Issues: The site lacked essential schema markup, impacting its ability to stand out in search results.
The Solution
To overcome these challenges, we devised a targeted and step-by-step approach:
- Content Strategy: We consolidated the duplicate location pages into a single, high-quality service page. This eliminated duplicate content issues while improving the page’s authority and relevance.
- Website Redesign: We redesigned service pages with proper CTAs, engaging content, and visuals that aligned with the client’s services. This enhanced the user experience and conversion rate.
- On-Page SEO Optimisation: We optimised titles, meta descriptions, headers, and content for target keywords. This improved the site’s relevance for search queries.
- Technical Fixes: We implemented schema markup, improved site speed, and ensured mobile responsiveness, making the site more crawlable for search engines.
For the full-year January to December 2023 vs 2022 comparison, organic users increased by 40.82%, new users by 40.52%, and returning users grew by 23.18%.
Organic Traffic Growth
June to December 2022
In the first 6 months, organic users increased by 94.77%, sessions grew by 98.48%, and engaged sessions improved by 88.96% compared to the previous period (December 2021 to May 2022). This initial growth highlighted the success of resolving technical issues and optimising content.
January to June 2023
From January to June 2023, organic users grew by 51.61%, sessions increased by 49.74%, and engaged sessions rose by 47.48% compared to the previous six months. The continued focus on content optimisation and technical SEO further strengthened the site’s performance.
July to September 2023
By September 2023, organic users increased by 34.1%, sessions by 32.47%, and engaged sessions by 36.04% compared to April to December 2022.
January to December 2023 vs 2022
For the full-year comparison, organic users increased by 40.82%, new users by 40.52%, and returning users grew by 23.18%. This growth reflects the cumulative impact of the ongoing SEO efforts and continuous site improvements throughout 2023.
Organic Keywords Growth
- In June 2022, the site ranked for 460 keywords, with only 39 in the top 51+ positions and 10 in the top 1–3 positions.
- By September 2023, the site ranked for 667 keywords, with 251 in the top 51+ positions and 40 in the top 1–3 positions. This represents a significant growth in both the volume and quality of keyword rankings, driven by content optimisation and technical fixes.
…From AHREFS
Referring Domain Growth
- In June 2022, the site had 37 referring domains.
- By September 2023, this grew to 105 referring domains, indicating improved authority through targeted backlink-building efforts.
Search Console Insights
Over on last six months:
- Clicks increased from 1.26K to 2.77K, representing a growth of 120%.
- Impressions rose from 147K to 251K, highlighting improved visibility in search results.
- Average CTR improved to 1.1%, and the site’s average ranking position improved from 39.4 to 34.5.
Final Word
Through strategic SEO improvements, the full-service dock installation company transformed its online presence. With a 98% organic traffic growth, a significant increase in keyword rankings, and enhanced domain authority, the client’s website is now a top performer in their industry.
This case study underscores our ability to deliver measurable results while showcasing every aspect of the journey, including the challenges and milestones.
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