We conducted intensive keyword research to identify over 400 keywords that led customers to the Access site. With these keywords in hand, we also made major changes to the site, including metadata optimisation, creating local landing page copy focussed on store location and vicinities, and creating fresh content for the blog based on the affiliate interests of converting customers. The team also optimised the horizontal and vertical internal linking structure and assisted Access with website migration planning and management.
The SEO team also ensured that Access was well represented in all of the third-party spaces where potential customers may be looking for them. They created up-to-date custom pages for each store on Google My Business, Apple Maps Connect, Bing Places for Business and Facebook Local. The Definition team also requested reviews and image uploads from existing Access customers and encouraged the Access team to interact with reviews – a signal to search engines that the brand is engaged.
The key measurements were competitor backlink and content monitoring, desktop and mobile keyword tracking, organic traffic and cost per lead – and the changes to the site and strategy produced incredible results across every metric.
A successful story based on a Freedom of Information request drove editorial coverage, earning an astonishing 247 followed links from publications across the country with an average domain authority of 37. Meanwhile, the SEO strategy produced a 253% increase in relevant keywords ranking, a 245% increase in UK organic traffic, and a 362% increase in organic UK leads. The combination of these changes has yielded an 86% decrease in cost per acquisition for Access.
“Working with Definition has resulted in our desktop keyword and mobile rankings smashing previous records; we’ve never had as many keywords ranking in the top five – the result of this is our organic leads have hit a record high and our cost per acquisition has dropped to an all-time record low. Definition takes an ethical content-led approach to SEO and we’re delighted with the results.” – Stavros Vichos, Marketing Manager, Access Self Storage