City Locks SEO

Search Engine Optimisation & Online Marketing

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Client

City Locks

Category

Online Marketing

Local SEO and mobile optimisation to become the number 1 locksmith in Norwich

City Locks had the experience and resources to be the best locksmiths in the area. Now they have the profile to support it, with a mobile optimised website and online marketing strategy which delivered an increase in organic traffic of 446% in the first 12 months, through organic SEO in Norwich.

Sessions

348%

Users

299%

Organic Traffic

446%

FIGURES COMPARE JUNE 1st 2014 - FEB 28th 2015 TO THE SAME PERIOD IN 2015/16 AFTER A PERIOD OF 11 MONTHS OF SEO.

City Locks SEO Case Study

Background

City Locks are a Norwich based locksmith company, operating throughout Norfolk and North Suffolk. They offer a range of services, including emergency callouts, lock repairs and lock replacements for both residential and commercial properties. 

Having designed a responsive website for City Locks in early 2014, they approached us in March 2015 to help promote their website through Search Engine Optimisation (SEO).  As with any trade, the website serves as an indicator of the company’s authenticity, a place to find out what services are offered, and most of all, a place where customers can obtain their contact details. Having experienced a quiet period of low web traffic and few phone calls, City Locks asked for our help to get their site in front of more potential customers.

Strategy

The weakness for City Locks was their lack of backlinks from other sites and social media - in March 2015, they had only 4 links pointing to their site. Google sees links from other sites as recommendations to that company, and each one has a unique value. With little in the way of recommendations, their domain scores were low and regardless of the on-site content, Google didn’t see fit to send potential customers to them.

Over the next 11 months we worked hard to create an organic network of mentions and links, by offering insights into locks, keys and home security, which were then posted on respected blog sites. We ensured they were present on the relevant accreditation websites and local business networks. Their social media output was increased and some on-site structure changes and content updates were also made to help focus content and improve conversions.

Results

The domain metrics increased and the rankings soon picked up, with considerable gains in the first 6 months, and a comprehensive sweep of top 1 positions in Google for the top industry search terms within the year. With 129 backlinks pointing to their site (79 more that their closest local competitor), a solid on-site structure and traffic driven through Social Media, the site is stronger and the Google rankings reflect this. Moreover, City Locks are experiencing high volumes of demand and are busier than ever, have moved to larger premises and increased the workforce.

For the price of one quarter page advert in a local publication every month, their SEO has delivered a consistent growth in traffic and enquiries, catching people as they actively look for locksmiths. We have since been asked to do the same for their sister company, Norwich Glass.

"The SEO on our website has created a hugely noticable change in the number of daily phone calls we are receiving and business is now considerably busier than before. We have reduced our spend on directory advertising to concentrate more efforts with Nu Image." JAMES NEILL - DIRECTOR, CITY LOCKS
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