What happens when you have plenty of people arriving on your website, but most of them already know who you are? How do you reach more people and increase the number of new visitors?
This is where Search Engine Optimisation (SEO) comes in. Establishing a clear SEO strategy can dramatically boost your organic web traffic, bringing new customers to your website and introducing them to your brand.
The Carpet Cleaning Brand
Rug Doctor is a widely recognised, global brand. Outlets up and down the country mean the public can rent carpet cleaning machines for a fraction of the price of getting the professionals in.
For households with pets or people with allergies, asthma or other medical conditions, having a clean home is a must. Giving your carpets a proper wet extraction clean is also useful if you’re moving home – to ensure the best possible chance of a sale – or out of rented accommodation – to get the deposit back.
The brand offers a fantastic cleaning experience, and we used their machines ourselves when there was a flood at our former premises. Find your local Rug Doctor rental outlet here.
Finding New Customers
The SEO performance of the Rug Doctor website was poor, despite it being refreshed, and that’s why they came to us. They had lots of visitors, but most of these were finding the site via the brand name, rather than related terms like ‘carpet cleaning’.
In other words, most visitors already knew they wanted Rug Doctor – the site wasn’t earning many new customers. As Rug Doctor estimated there were 3 million potential carpet cleaning occasions in the UK every year, they needed to start reaching out to these people in a more effective way.
The answer was improving the site’s rankings in the search results for phrases their customers were likely to use – ‘carpet cleaning’, ‘hire carpet cleaner’ and so on. To achieve that, we conducted a full audit of the site, with a focus on technical tweaks, backlinks and brand mentions, and content.
Optimising the Website
When you look at a website in detail, there are almost always improvements to make. SEO refers to optimising websites for the search engines, but it’s also important to make them useful for users too. With Rug Doctor, we set out to do both.
The first step was liaising with the client and their developers to update meta tags and make technical tweaks to help search engines better understand the site. We also conducted research to identify keyword themes where the Rug Doctor site would be the best result for a particular query. Those were the searches we wanted to be found for.
Another important strategy was increasing the number of mentions of the brand on relevant sites around the internet (also known as ‘citations’). We were also able to earn links to the site to increase its authority.
Finally, we produced content for the site itself – refreshing copy on existing pages, suggesting new pages to be added and writing for their blog.
In our first year of working with Rug Doctor, traffic to their website from organic search results was up 93% year-on-year. Three quarters of people arriving on the site were new visitors.
“When it comes to SEO the mantra should be ‘Go to Mitra!’ I have no hesitation in recommending them and I thank them for the results that they achieved for Rug Doctor.”
Paul Fildes, Marketing Manager at Rug Doctor
For Paul’s full testimonial, click here.
Building a Brand
Google loves brands, and as Rug Doctor are a big name, they always had the potential to perform well in search.
However, so do you.
Building an online brand is a tricky business, but with the right advice, you’ll be punching above your weight in no time. Get in touch and we can help you with everything from traditional marketing to SEO.
Or, if your carpets are in need of a deep clean, visit the Rug Doctor website.