Wakefield Acoustics Case Study

What Did the Client Want?

Wakefield Acoustics laid out some key goals for the campaign.

In general, to grow the number of inbound enquiries
Improve the quality of the enquiries
Improve the organic ranking of a range of specific keywords
Explore what role the site could play in improving enquiry conversion
Improve the overall user experience on the website
Develop stronger content to increase engagement

More specifically, Wakefield Acoustics wanted to identify any issues that were holding back the organic performance of their website and put a more robust seo strategy in place to begin addressing those weaknesses.

What Was Our Solution

The first part of the process was to undertake a comprehensive SEO audit, from which we developed a clear strategy. We then broke all tasks down into a chronological plan, prioritising which seo tasks would have the biggest influence on search ranking and where we felt there was an opportunity to deliver some short-term ROI.

No use of H2s to target supplementary KWs

The vast majority of pages on the site contained no H2 headers at all. H2 headers are a great way to target variations of core target keywords, providing additional signals to both Google and users as to the context and relevance of the page. One example of this was the search term ‘‘attenuator ventilation’, which had a search volume of 110/month. At the time of audit, the site appeared in position 98 for this search term.

Page titles and meta descriptions

We identified that many page titles and meta descriptions could be better optimised so both Google and users have a better understanding of the websites page context. As an example, we changed the meta description on the acoustic enclosures page from…

‘Acoustic Enclosures | Industrial Noise Solutions | Wakefield Acoustics’

‘Control industrial noise with acoustic enclosures from Wakefield Acoustics, the UK’s leading noise control specialists.’

Answering product questions

While the content on product pages was useful and informative, it was not structured in a way that answered questions around the problem or challenge that potential customers may have had.

We therefore recommending introducing an FAQ section on each of the product pages, which we felt would both help with user experience and search visibility, ensuring coverage for any longtail queries.

Harnessing Wakefield Acoustics internal knowledge was key to creating this SEO content, which was essentially moving the questions they receive from their customers on to the website and providing an authoritative answer.

Blog content

Informative blog content is an effective way of displaying credibility and expertise while also attracting relevant search traffic. It also helps to supplement the site’s authority on key primary target keywords by. displaying knowledge on a range of cluster topics.

Following our audit, we found there were plenty of potential blog topics around noise control, through which we could demonstrate Wakefield Acoustics’ authority in their industry.

‘Effects of Industrial Noise Pollution’ (vol.90)
‘How To Control Industrial Noise Pollution’ (vol.40)
‘How To Reduce Noise Pollution in Construction’ (vol.70)
‘Why Noise Pollution Is Bad For The Environment’ (vol.60)

Target Keywords

We were provided with a list of 40 target keywords. Upon review we found that a few of these were either not relevant or could be adjusted for greater relevance:

Sound Barrier

A glance at the results shows that the searchers are expecting to see information on the physics phenomenon. Acoustic Barrier was more relevant.

Sound Haven

This seemed to refer to a music festival or a recording studio, with no relevant products displayed in search results. Noise Haven was more relevant. We also recommended considering related search terms, such as ‘Acoustic Fencing’

Service Pages

The service section was a great place to attract visitors making solution based searches – ‘Noise Control’, ‘Noise Control Specialists’, ‘Industrial Noise Reduction’ etc – whereby there was a clear need for a service, but perhaps little knowledge of the specific products required.

As an example, we then looked at services pages like ‘Noise Control’, and explored whether to build additional sub-service pages that communicated in more detail the problems that Wakefield Acoustics could help businesses overcome with that service. This would build additional authority on the subject matter.

Create sub-category product pages & make use of H2 header

We identified a number of relevant target search terms for which the Wakefield Acoustics site doesn’t currently have significant organic visibility.

These keywords were variations on existing products and could be targeted either by creating new product and sub-category pages or optimising existing pages.

Examples included:

Acoustic Blankets (vol.880)
Acoustic Canopies
Louvre screens
Generator enclosures

conversion rate optimisation & user experience

Our analysis showed that bounce rate was higher on product pages compared to the rest of the site, while time spent on page was considerably lower; a strong indication that the content provided is not satisfying the user’s query.

One explanation could be the sheer amount of written content when the user lands on the page – there’s a high chance that someone searching for specific products already has a good basic knowledge and simply wants to find a supplier.

As these pages were intended to convert and bring traffic to the site, we wanted to see more users taking action on the page, which would subsequently bring down bounce rate.

The call to action tabs were hidden towards the bottom of the page after long sections of text. By bringing the Call To Action above the fold and giving users the opportunity to enquire without having to scroll also helped improve conversion rate and reduce bounce rate at the same time.

We recognised that the searcher may already had a basic knowledge of the product and was looking for a supplier, so we needed to convince them of Wakefield Acoustics’ authority by introducing more trust signals. We achieved this producing more detailed content that demonstrated knowledge and credibility.