XL Joinery – Ongoing SEO Services

What Did the Client Want

Kangaroo SEO have worked with XL Joinery for some time. But in 2018 both parties felt that a plateau had been hit, and a new strategy was needed. Due to our previous history and good working relationship, the team at XL didn’t want to move to another agency, so it was up to us at Kangaroo to look internally and see what we could do to improve our SEO offering, and by extension get better results for the client.

What Were the Challenges

We found that the hardest part was looking at the campaign with fresh eyes, without falling into old habits. Previously our campaign had been very content based, which worked for a while but left other parts of the site in need of an update.

Therefore, we undertook a site audit at our own expense. By forgetting who the client was, and instead focussing on what the client wanted, we were able to view the site with completely neutral eyes.

We found a few technical errors, which wasn’t a surprise, but we also found that the site was under optimised for a few high value, high traffic keywords. We also realised that there was ample opportunity to target long tail keywords*

What Was Our Solution

First we tidied up the technical issues that the audit found. We tend to do this first with new sites as we feel that it gives us a good ‘foundation’ to start building on. Also, typically during this stage we learn a lot more about the client, which can benefit us further down the line.
Once that was done we started to review the content and structure of the site. We looked at key touch points on the site and ensured our target keywords were at those locations. We also looked at the internal linking, ensuring that the anchor text was relevant and that authority was getting to the pages we needed it to. We also reviewed the content, re-writing it where needed, updating old articles and scrapping dated content.

What Were The Results

The work is very much still ongoing, but the results are startling so far:

• 1.5M Worth of enquiries
• 139% Increase in new visits
• 124% Increase in hits
• 1400 Monthly inbound enquiries

*Long tail keywords are typically lower volume, but higher conversion. Think of cars – ‘hatchback’ is a generic term and indicates a user is still researching= high volume, low conversion.

‘Red Ford Fiesta 1.2 for sale near Leeds’= much lower volume, but a much higher chance of converting.