Case Study: Website Rebuild and Search Engine Rankings

Posted by comauth on April 4, 2009 · Leave a Comment

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..

At the outset, a benchmark Search Engine Ranking report showed 1 solitary Top 30 Ranking for the old website. The site was duly rebuilt, the previously identified problems were addressed, and the results that have accrued within a few weeks are encouraging… click the images to see the details.