The main goal was to drive more traffic to their website but to achieve this they needed greater visibility in local search.
The aim of Searchworthy is to improve on what’s already working on your website.
The Ross and Ross website was already well established so we were able to deliver significant improvements in a relatively short (for organic rankings) time period of only six months.
Ross & Ross Food rank well for many key terms relating to the products they sell but we identified another key area of their business that would benefit from the types of services Searchworthy offers. The catering business is booming and as a supplier of high quality, locally sourced food, Ross & Ross had the potential to capture more leads from their website if it featured highly in the search results for related key terms. We analysed their current page rankings and website health score and identified areas where improvements could be made to boost their search visibility and user experience.
National Organic Rankings – June 2016
We just focused on the catering side of the business as the food gifting products were already ranking well.
Ross and Ross Food lacked organic rankings for high ticket services such as wedding catering. This meant theywere missing out on some easy win local rankings.
We used our tried and tested local SEO techniques to get them ranking for local keywords. In June 2016 they were outside the top 10 for all three of their local target keywords.
Ross and Ross Food are based in Oxfordshire so wanted to capitalise on that area for potential catering opportunities.
On average, 71.33% of searchesresult in a page one click. Page two and three get only 5.59% of the clicks. On the first page alone, the first 5 results account for 67.60% of all the clicks and the results from 6 to 10 account for only 3.73%.
Local Organic Rankings – June 2016
You can see here that three keywords which would convert for some of Ross & Ross’ key service offerings are hovering just outside the top 10 results.
Technical SEO and location-based landing pages held the key to help Ross and Ross Food rise above the competition.
We also designed and built dedicated landing pages for key services plus planned and wrote supporting blog content and case studies. This helped to boost the website’s domain authority and increase their positions in the search.
Website visibility in the national and local search improved dramatically and the site got loads more engagement thanks to creative content design and production.
You can see from the graphs above how effective Searchworthy can be. Simply by moving those keywords into the top 10 results increased the chances of someone landing on their site by 65%.
Other related keywords that weren’t specifically targeted also benefited from the Searchworthy approach: Cotswold Caterers started fifth in the search and moved up to fourth. This isn’t a word we specifically targeted but because of the improvements made to other related keyword pages, it still benefited.
The two Ross’ were really pleased with the results and we continue to work with them on new projects creating and optimising content.
“Searchworthy has been great for us. We have been trying to get better visibility online and Toast’s Seachworthy package has worked brilliantly. The evidence they have provided through analytics clearly shows that we now have more searches and are ranking higher on the relevant pages on search engines. Our new landing pages look great and give a clear and visible message to potential new clients.”
Ross Bearman, Ross & Ross Owner
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