/ Houston, we have a problem

houseUP is a design and build company based in London, offering construction services to a variety of residential and commercial clients. They approached us to help them gain visibility on Google and increase organic traffic to their website for local search terms. The goal was to rank for key terms such as “design and build” and “house renovation” within London; a set of very competitive, local keywords.

However, there was no content and no service pages on houseUP’s website. This meant Google, and houseUP’s potential clients, didn’t know what services they offered!

The client had no backlinks and a lower website authority than their competitors in London. This meant that Google didn’t want to rank their website because they weren’t authoritative enough.

houseUP had some key technical SEO issues that needed to be fixed. These problems with the website were impacting its performance and needed to be fixed to help improve the user experience.

/ Our mission plan

SEO Strategy

With all of our SEO campaigns, it begins with an SEO strategy.

To us, an SEO strategy is an actionable plan with key deliverables that will improve the performance of the website against a set of KPIs. Deliverables are assigned a due date and an owner for accountability.

This was all put into one document and shared with the client’s team and our team.

Keyword Research

Every page on your website should deliver an experience that’s tailored to the keywords we’re targeting. Is the user expecting a long-form guide or just a service page?

We used a mixture of SEO tools to find out the search volumes for keywords relating to houseUP’s services. We then analysed each keyword independently and offered recommendations that fed into the Content Strategy.

Content Creation

When we discovered the highest volume keywords, we found out which would be the most difficult to rank for. We analysed the Search Results Page (SERPs) and prioritised the order in which content needed to be created.

Detailed content briefs were created that outlined the essential parts needed for houseUP’s service pages. And then we collaborated with houseUP’s copywriter to ensure the content combined their expertise with our SEO-knowledge.

Not only were pages created for the services, we carried out content research to create supporting blog content. This blog content supports the main service pages on the website and gives more pages to build links to.

Building Website Authority

When we first spoke to houseUP, all of their competitors had more authoritative websites. Meaning Google was rewarding them with better rankings.

We needed to carry out a link building campaign to try and build houseUP’s website authority and to catch up with the competition.

Link prospecting was carried out to find suitable websites to gain links from. All of the target websites are ranked by how authoritative they are and the aim is to get links from these first.

Spaced handled all of the link building, from dealing with the target websites to negotiating on terms. This allowed houseUP to work on their business whilst we worked on the website. Follow the link to see a list of B2B link building tactics we used.

/ Results

After the new pages were created and links were being built to them, we’ve seen an amazing increase in all metrics. Increased organic traffic, ranking positions, search engine impressions, and also leads!

The aim of this campaign was to increase houseUP’s ranking positions for a set of local keywords in order to drive more traffic to their website.

This amazing 994% increase in organic traffic was achieved by carrying out research of houseUP and their competitors, creating key bits of content for the website, and then building links to this content.

No snake oil or a hidden black box of SEO here, just a formula for success that can be applied to most websites!