Case Study: Website Rebuild and Search Engine Rankings
Fasteners Direct is an Auckland-based company specialising in supply of fasteners & hardware to the construction, building & engineering industries. Their old website was static HTML pages originally done in MS Frontpage, but which basically contained a lot of picture and not much text. We were asked to carry out an SEO Review on 24th Feb 2009, and as part of that, pointed out that the old site really would benefit from need updating.
Managing director Andrew Benton agreed and gave us the go-ahead to rebuild the website in a WordPress CMS so they could easily add / edit content as required. The additional ability to use the blog aspects of WordPress to create news, DIY articles, product reviews and distribute newsletters etc is also a consideration…
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- We also needed to address the following issues;
- Lack of incoming links / lack of keywords in Anchor Text
- No robots.txt file
- No custom 404 Error Page
- No sitemap.xml
- Duplicate Titles, Descriptions, Keywords
- Etc etc..
Case Study: Extreme Website Makeover with SEO
A few weeks ago, I was contacted by the nice folks at Flexiscreens® in Tasmania. The site had been live for years and had previously been generating good business. However, things were in a downward spiral, not helped by the global economic downturn. They needed help;
- their HTML website was looking old and tired
- other people had stolen their content and were getting better rankings
- their site’s visibility had slowly diminished
Flexiscreens - the tired old website
- Lack of incoming links
- No relevant keywords / phrases in link anchor Text
- Dduplication of Titles, Descriptions, Keywords
- No use of H1, H2 in page headings, and poor keyword targeting
- 1st paragraphs not targeting specific keywords
- Overly long pages
- Text hidden in DIV’s containing blatant keyword spam
- No sitemaps / robots.txt / 404 Error page handling
- Etc!
The plan put forward included keyword research, link building submissions, rebuild into a WordPress CMS, full Search Engine Optimisation on all pages, and attention to all the serious issues noted in the review.
Link Building
Back-Links with Keywords in Anchor Text is Crucial To SEO Success
Building relevant 1-Way Incoming Back-Links to your website is ESSENTIAL and we advise you to take advantage of one or more of the Back-Link Building Packages offered below. The Keywords in Anchor Text (link titles) on links to your site, and overall link quality and relevance, are THE MOST IMPORTANT factors in search engine ranking algorithms! Particularly good are One-Way Backlinks from “trusted” sites such as web directories, because this ensures links are coming from a broad range of widely distributed Class “A, B and C” IP Addresses!
| NB: We have no control over editorial decisions to include your site, but we do select only the most relevant directories, and submit to the correct category so the inclusion rate is usually very high. In order to extend the range of keywords linking back to your site, we use multiple Titles & Descriptions variations during the submission process. | See the Case Study examples below, which clearly demonstrate the value of good link-building campaigns – in terms of Total Link Count, 1-Way Links, and previously important – Google Page Rank improvements. |
Link Building Options Include:
| Gold Back-Link Builder 1000+ - Manual submission to 1000+ world-wide Web Directories and Indexes. | $675 |
| Advanced Back-Link Builder 500+ – Manual submission to 500+ world-wide Web Directories and Indexes, the majority of which have a Page Rank of 3-5. | $495 |
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Intermediate Back-link Builder 250+ - Manual submission to 250+ international Web Directories. |
$295 |
| Basic Back Link Builder 100+ - Manual submission to 100+ world-wide Web Directories. | $195 |
| Manual submissions of your blog to a list of 100+ world-wide Blog Directories & RSS search engines, substantially increasing the exposure of your Blog. | $195 |
| Social Bookmarking Link Building – $195 – Manual submission to 75+ social bookmarking sites: del.icio.us | furl.net | technorati.com | digg.com | connotea.org | de.lirio.us | kinja.com | ma.gnolia.com etc | $195 |
| Article Link Building - details on separate page…. | |
| Submission services above don’t include directories that charge additional fees) |  |
NB: FORGET about Page Rank – its now an almost completely irrelevant measurement of something that once upon a time was very important! Its been deliberately devalued by Google because of the incessant abuse e.g.; PR faking, PR sculpting, and sale of links based on PR.
The figure that is reported by Google Toolbar and other mechanism has been proven to be deliberately fudged, and is usually 5 – 6 months out of date.
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Methodology: Our first job is to carry out some detailed keyword research on your Products / Services, to identify the terms actually used to find them. Based on that information, we then prepare a Submissions Job Sheet with multiple Title & Description combinations, using a range of selected keywords/phrases that the search engines will in turn associate with your site – once they find and index those links to you. E.g.; |
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We then hand-select directories specifically suited to your website’s theme which will not only improve your search engine rankings but also supply you with the most incoming traffic. Other very important factors specific to your website that we look at are:
- Static Text Links
- The Age of the Directory
- Cache and Sub-Pages
- Directories Search Results (in Google, Yahoo! and MSN)
- Rankings for specific topics
- Quality of sites listed
- Quality of backlinks
- The directories goals
- Keywords permitted
- Search Engine Friendliness
- Relevance to your site
- High acceptance ratio
Timeframes: Usually within 3-5 days depending on workloads we will have completed keyword research, prepared a Submissions Job Sheet and commenced submissions – these will be spread over 3-4 weeks using multiple Title/Description combinations to reduce chances of it being perceived as an orchestrated SEO campaign.
Submission Acceptance Rates:Real-world case studies of building 1-Way Back Links and Google Page Rank!
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We carried out a SEO project on this site, and commenced 500+ submissions on 5th Nov 2006. Google Page Rank has gone from PR0 to PR3. |
We commenced 550+ submissions 7th November 2006, spread over a 4 week period. On Yahoo, 1-Way Back Links have grown from 0 to 386 over a 4 month period. |
It is not necessary to make submissions to spider-based search engines such as Google, Yahoo and MSN etc. In fact, most SEO’ers do not recommend it. Those search engines will quickly find and index new sites from links pointing to them from other sites – in fact, in Google’s case, if there are no links to your site they probably won’t index it, whatever you do!
Our Directory Submission Services are designed to provide the provide the high-value, one-way links to your site that all the major SE’s regard very favourably – and this will help improve a site’s ranking!
