How SEO Took a Facility Management company from 15 to 541 Organic Clicks in 7 Months

Our client, a London-based facility management company, has been navigating a highly competitive market since its founding in 2014. While they established a digital presence in the early 2020s with a new website and social media channels, they faced challenges in gaining online traction due to intense competition and a late digital start.

A) Brand Challenges:

Despite a newly launched website, our client struggled with low online lead generation and organic traffic. The site’s usability and clarity were lacking, making it difficult for visitors to understand the services offered and take action. Moreover, established industry giants were already dominating top search engine rankings for the primary keywords.

B) Our Solution

1) Website Redesign

To address the site’s usability and conversion challenges, we started with a complete redesign. Our approach focused on creating a clean, user-friendly interface with well-organized service pages and clear calls to action that guide users through the conversion funnel.

2) SEO Strategy: A Comprehensive Multi-Phase Approach

With the redesigned website in place, we launched a robust SEO strategy in November 2020 that covered the following key areas:

Keyword Research:

We began by qualifying a list of initial keywords provided by the client, ensuring they had substantial search volume and manageable competition. For quicker gains, we prioritized long-tail variations to build search traffic while working towards ranking for high-volume primary keywords in the long run.

Competitor Analysis:

Analyzing competitors' strategies gave us valuable insights. We identified their keywords, content types, and backlink sources, then used this data to refine our approach, building a stronger, tailored keyword list to support the client’s ranking goals.

Technical SEO Optimization:

Technical SEO laid the foundation for success. Our team addressed critical issues such as load speed, mobile-friendliness, broken links, duplicate content, and improved internal linking structures. We also optimized each page’s URL structure, metadata, and content to align with our target keywords, enhancing search engine and user engagement.

Content Creation:

Content became our vehicle for additional organic traffic. We published one detailed, 1,000-word blog post each month, focusing on topics related to the client’s services. This approach not only helped rank the website for more keywords but also created natural internal linking opportunities to boost service page authority.

Link Building:

Building trust through high-quality backlinks was essential. We began with social media profile setup and local citations, creating a trust ring around the brand. Then, through a contextual link-building strategy focused on relevant blog posts, we transferred authority to key service pages, enhancing their rankings without direct link building to those pages.

C) Results we got:

After 7 months of executing our strategy, we saw outstanding results:

• Organic search traffic increased from 15 clicks in the 1st month to 541 clicks in the 7th month.
• 41 lead forms were filled directly through the site, with additional leads generated via phone calls.
• 500+ keywords ranked, with 25 keywords securing top 5 positions on Google’s first page.

This foundational success established a steady pipeline of online traffic and leads.

With SEO, a solid strategy and patience make all the difference.

Ready to see how it could work for you?

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