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…

• 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..

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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

An SEO review clearly showed the following serious issues;

• 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.

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