SEO case: Local promotion of garage door installation services in the U.S.

At the start of our work on the project the site was almost empty – there were no landing pages for services, reference work had not been carried out before, the semantic core was not there. How did we start: with an in-depth analysis of competitors to determine their own strategy and possible points of growth. The result, defined the main directions of the strategy for the promotion.

Stage 1: Technical and SEO site audit

We carried out a technical audit of the site, as a result of which eliminated the problem areas.

It is worth noting that since the site is based on a website builder, many technical remarks were impossible to eliminate, so all the work was accompanied by immersing the team in the functional designer, with a further connection of the content manager, worked without the participation of the developer, but with the support of the designer’s team.

Stage 2: Semantic core and content preparation

Since we didn’t have either service pages or a semantic core, we proceeded as follows:

• We collected the list of potential services on the basis of available content
• Collected information on the structure of competitors
• We prepared the final file with the recommended structure
• Agreed with the client list of our services and prioritized them
• Prepared semantic core

2. Next, we moved on to the creation of new pages with the simultaneous preparation of content for each of them (text, meta-data, content). That is, the service pages were not created en masse, and on an individual development – prepared TOR page by page. In the output – unique pages, consistent with competitors in the issuance.

3. In parallel we started creating standard pages for each location where the business works.

4. After filling the site with the necessary pages, began the movement on the blog to attract additional traffic.

Step 3: Work on the link profile

To understand how to move to increase the link mass, first developed a reference strategy for the project on the basis of competitors. Analysis of competitors conducted by the following parameters:

• total number of donors and backlinks
• link mass growth dynamics
• type of links (crowds, articles, crowds links, directories, etc.)
• link quality

As a result of analysis of competitors, derived the recommended budget and work on building the link mass of the project according to the planned reference strategy.