MJ Backhouse – Ongoing SEO

MJ Backhouse have worked with the team here at Kangaroo for some time. While already an established business they wanted to increase their presence in specific locations in and around Yorkshire.

The Challenges

MJ Backhouse, like a lot of business, falls into that odd bracket in that they serve a larger area than what may be thought of as a pure local SEO campaign, but they aren’t a large enough organisation to challenge the bigger corporations. We’ve had similar issues with a range of SMEs we’ve worked within the past, and we think we’ve found a pretty good formula for success.

What We Did

1. We’ve found that with websites of this size, there are three things to focus on:
   Technical Perfection – with sites this size, in markets this competitive, we can’t afford to lose a drop of authority. We constantly review the site looking for unsecure links, redirect chains, dead links, load speed improvements, etc. This site simply doesn’t have the authority coming into it which will allow us to squander what we have. We also like to keep these sites as small as possible to ensure that the authority isn’t wasted on pages with weak performing content. This means constant reviews of what’s on the site, and brutally culling whatever content isn’t performing.
2. Location, Location, Location – we don’t particularly like them, but in an industry where people carry out A LOT of location-based searches, having pages built around specific locations just makes sense. So, we built them, we optimised them and we review the data constantly to ensure that they’re doing what they should. (They are.) This is to say nothing of utilising the very powerful, local SEO tool which is Google My Business.
3. Content is King (as are cliches) – as mentioned, this site just doesn’t have the oomph behind it to target the high volume, high competition keywords for their industry. So, we had to get clever. We carried out a lot of keyword research and produced a lot of high-quality content based around long-tail keywords. This content now ranks very well and is a major source of traffic for the site.

Adopting a more fluid approach to SEO, rather than having a 6-month plan and sticking to it through hell or high water, allows us to adapt the work we are doing to keep up with Google’s constant algorithm updates. In this case, MJ Backhouse as pest controllers are very much seasonal based on the work they do. By keeping this in mind we can alter the work on the site to better suit which pests will be generating enquiries at any time of year.

The relationship with MJ Backhouse continues, and we keep finding new ways to read the data, tweak the site and improve the rankings.

To find out more about how we can help you, get in touch today by calling 0800 234 3977.