Category Archives: Marketing – Local SEO

He Slimed Me – PASMA Training (Not Plasma)

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We’re huge Ghostbusters fans (original version, not the crappy re-make) so when we were asked to try and promote a PASMA training in Liverpool course we were intrigued. We first thought that Beech training might have been another way to train wannabe ghost hunters but alas we were wrong. Beech are a company offering industry training services such as fire safety training and other health and safety at work related courses.

Our campaign and remit is to increase the overall visibility of the courses and brand and as per our other strategies this ideally would be based around content marketing.

Content marketing usually works great when you have an industry open to it, usually in the B2C areas of business but when B2B is involved it does seem at times that content is not as easy to create that will earn backlinks simply because most webmasters of business blogs tend to write about their latest company events and awards they attended rather than link to other blog posts unless they have an SEO person involved.

So our tactic in this instance (although could be argued against) is clear. We will ensure that all technical elements of the website are taken care of and then focus upon the pages and their overall optimisation. We then need to find places that would be willing to give the website a backlink and as you may well know this isn’t easy without a good reason. So we’re restricted to things like business directories, niche directories, web 2.0’s (branded), guest posts and if possibly a link from companies that deal with Beech and don’t mind providing a link.

So far so good, we’ve been at for about 5 weeks and here’s a snapshot of rankings comparing Jan 1st to Feb 10th (2020), we’ve omitted the ranking URL on purpose:

PASMA and other industry services rankings

As you can see it’s early days and not a bad but not great start, we do however plan to turn this around within the next 2 to 3 months and we’ll keep you informed.

Coming soon….how we generated 5,500 extra visitors a month for a new client within just 5 weeks!

Welcome To Pure Conservatory Builders in Wirral

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Here’s a new entry for a conservatory builder with a difference. They are called Pure Conservatories in Wirral  and what is really unique about these guys is their LEKA system.

It’s fantastic! It is a solid roof that replaces the glazed roof on a conservatory which enables you to use it all year round. It’s a great idea, theoretically you don’t even need to replace the actual conservatory (or orangery) you just need to replace the roof.

But here at Yellow Search as you know we’re more interested in the marketing side of things and so although we’re not directly involved with this one we certainly are keeping a close tab on it because there are a lot of conservatory builders out there who could benefit from our services. If this one does well then it makes sense to apply the same strategy to other conservatory builders, we’ll just make sure that we stay clear of Wirral and the other local areas such as Liverpool & Chester (which we can see they are promoting their services in too).

Wirral-Conservatories

We spoke to Graham the guy heading up the campaign who is a good friend of ours and he told us “It’s all about fixing everything on the website itself in the first instance so the search engines have an easier time crawling the site. Once that’s done we need to make sure the keywords and landing pages are correct. Then personally I follow it up with a second audit but this time include the new landing pages. Once this is done I started publishing new content that will attract backlinks and I also set out to promote their brand as strongly as I can.”

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This is a very similar strategy that we follow ourselves and we guess he’s not about to divulge everything that he does but it’s re-assuring to know that there is common ground between everyone who does SEO for a living.

So to recap, we’re watching these conservatory builders in Wirral closely! Also, see this great driving school in Wirral as another local recommendation.

Clothes Collection Charity

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Charity begins at home some people say and in some cases that’s probably true but what if you want to help people outside of your immediate family? There are plenty of servicesthat help charities where they need it most. Well if you can drive then you probably know that people already rely upon your charitable taxi’ing skills (perhaps if you are living in Wirral or Ellesmere Port then learning to drive would be a great gift for that “special” family member(s)), Chester is already swamped with learner drivers!

Anyway, I digress. If you would like to donate something to charity there’s lots of ways you can go about it and giving your old clothes is a very amicable way of parting with your old friends – they will go ahead and help another person who needs them more than you do then the world is moving toward being a better place one step at a time.

Marketing a charity using SEO is a mixed bag. If the charity is targeting a local audience then you’re back to ranking for individual keywords again however if the charity is able to take donations from all over the UK (or even further) then the marketing takes on a whole new twist because now you can focus on a content marketing strategy and push thousands of keywords with the strategy in mind of being able to attract attention from people further afield who want to donate their clothing or other items for a worthy cause.

Outreach is a good method for charities, if you can find complimentary companies who are willing to list your charity or your service that aids charities on their website (and most people with a heart will do this) this is a good way of getting your website and charitable service noticed.

Also, if you are targeting a local audience then it makes sense to be listed locally too so that people who want to donate to a charity (particularly in the local area) then they can give you a call for your services.

All in all working a marketing strategy for charities or companies that help charities can be a really good thing, it’s ethical and morally correct to do this. Every little helps as the saying goes. The blog post above regarding ethical clothing recycling is a good read – it shows just how much wastage is happening because people are buying an obscene amount of clothing for it just to go to waste and end up on the rubbish dump. There are people worldwide who don’t have enough clothing to wear and there are people in affluent countries literally throwing clothes away – it’s madness!

How to market a carpet cleaning company

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Here’s some advice if you are a carpet cleaner like this carpet cleaning Liverpool company. When thinking about what to put on your website ALWAYS PUT THE USER FIRST!

It features testimonials and reviews, photographs or work (and videos), pages that describe what services are offered, useful blog posts to help people out if they”re looking for an expert advisor and more.

Not only this but in terms of SEO it builds on TRUST.

Not only trust with people but also with Google. First of all ALWAYS PUT THE USER FIRST – so the trust you must install to your visitors will be along the lines of

  • having a GDPR compliant cookie notification
  • having a privacy policy
  • displaying expertise with your content and imagery
  • easy to navigate service pages
  • company branding including logo that is consistent throughout the web
  • displaying your opening hours and contact details including address
  • your content is actually helpful to read and answers the questions your visitors may have

If you satisfy this element for the user then the search engine falls into place right behind it. We’ve not mentioned page load speed but this comes under the User Experience, this and other tweaks that you can make to your website (which should always be for the User Experience) will  then translate into good on page SEO. The only thing that is missing really is schema markup which IS for search engines but then results in better search results in Google so again this is helping the overall User Experience.

People overcomplicate things when it comes to SEO for their carpet cleaning business. Just think like your users, create a trusted and useful experience for the user journey and try to eliminate any frustration points they may experience.

Local SEO differs from nationally targeted SEO because your target audience is local and local people would not necessarily benefit from you talking about how to get a stain out of carpet. After all if this is what they are looking for they’re probably not going to hire you to do it for them unless you can convince them otherwise. On the other hand if you have an obscure business you need to be publishing content that will inform and educate them so they are introduced into your sales funnel. Some local SEO just needs more landing pages for locations within your target city for each of your services, in the case of carpet cleaning this is the best way to approach getting more traffic to your site which converts (speaking from an organic SEO perspective only). Content marketing WILL result in more traffic but probably less conversions.

The key take away is to know your customers and the why & how of their contact with your business. If you need to take a content marketing approach then do that, otherwise hit them with useful pages that target their local town and service requirement i.e. sofa cleaning in Birkenhead. Be a big fish in a little pond and your phone will ring all day long.