The results at a glance
Alongside our core technical SEO efforts, we placed huge emphasis on the localised nature of Fletchers’ services. Serving customers in defined regions across South Yorkshire and Derbyshire we saw a great opportunity to take advantage of Google’s ongoing focus on local search factors. This strategy saw us revamp Fletchers’ service pages with locally-focused copy updates and expanded keyword targeting, derived from searcher-intent research, alongside creation of a series of new landing pages focused on individual metropolitan areas.
With a long-standing reputation in the local area, we also conducted a series of updates to manage Fletchers’ brand reputation. Combining optimisation of their Google My Business profile with local citations and targeted link-building via local press releases, we’ve seen great improvements to visibility, website visits and direct phone calls from organic brand searches.
At the start of our PPC work with Fletchers Waste Management, there were a number of technical issues with conversion tracking. Our first job was to fix this and ensure success could be tracked reliably. Once this was done, we were able to give a true picture of performance for the existing account set up.
An initial goal was set to achieve a CPA reduction whilst also scaling up volume. To do this, we carried out extensive keyword research to ensure the most relevant searches were being targeted. We also refreshed our ad copy, making full use of all Google Ads components, such as extensions.
In addition, expanded and refined the geo-targeting of the account. This gave us a great opportunity to sustainably grow volume by targeting each area of the Sheffield City Region (Rotherham, Barnsley), as well as Chesterfield. Over the next 12 months, we were able to bring the CPA down steadily, whilst growing volume considerably.
- Localised SEO strategy targeting regional searches
- New page templates providing important customer information
- On page optimisation increasing visitor conversion rates
- Implementation of Trustpilot ratings and Live Chat
- Google My Business and Maps optimisation to manage off site reputation
- Reducing PPC CPA whilst scaling volume
- Refined PPC geo-targeting
- Careful local PPC optimisation