SEO Case Study Ipswich Glass
SEO Case Study: Ipswich Glass
Project Overview
Client: Ipswich GlassWebsite: ipswich.glass
Industry: Glass and Glazing Services
Duration: 6 months
Goals: Increase organic traffic, improve keyword rankings, and boost online enquiries.
Overview
Ipswich Glass is a comprehensive supplier and manufacturer of various glass products and services, serving multiple areas, including Colchester, Felixstowe, Harwich, Stowmarket, St Neots, Woodbridge, and Bury St Edmunds. This case study will detail the SEO strategies and steps undertaken to enhance the online visibility and search engine ranking of the website https://www.ipswich.glass/.
Objectives
Goals
Increase Organic Traffic: Drive more visitors to the website through organic search.
Improve Keyword Rankings: Achieve higher rankings for targeted keywords related to glass and glazing services.
Boost Online Enquiries: Increase the number of online enquiries and quote requests.
KPIs
Organic Traffic: Measured using Google Analytics.
Keyword Rankings: Monitored through SEMrush and Google Search Console.
Conversions: Tracked online enquiries and quote requests.
Organic traffic increased
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Initial Audit
Website Analysis
Traffic: The website had minimal organic traffic, with most visits coming from direct and referral sources.
Keyword Rankings: The site was not ranking well for relevant keywords in the local area.
On-Page SEO: Missing meta tags, poorly optimised content, and lack of internal linking.
Technical SEO: Slow page load times, no mobile optimisation, and several 404 errors.
Keyword Research
Objective: Identify relevant keywords for all products and services to attract potential customers searching for glass products.
Actions:
Conducted extensive keyword research using tools like Google Keyword Planner and SEMrush.
Identified high-traffic, low-competition keywords for each product category, such as “single glazed glass supplier,” “double glazed glass supplier,” “self-cleaning glass,” “solar control glass,” “UPVC windows,” and “composite doors.”
Targeted localised keywords for service areas, e.g., “glass supplier in Colchester,” “glass supplier in Felixstowe,” etc.
On-Page SEO
Objective: Optimise individual product and area pages to improve relevance and visibility in search engine results.
Actions:
Product Pages: Created detailed product pages for each type of glass and window, including comprehensive descriptions, benefits, and technical specifications.
Content Optimisation: Ensured each page had high-quality, informative content tailored to the identified keywords.
Image Optimisation: Compressed images for faster loading times and included alt text with relevant keywords.
Titles and Meta Descriptions: Crafted compelling and keyword-rich titles and meta descriptions for each page to improve click-through rates.
Focus Keywords: Incorporated primary and secondary keywords naturally within the content, headers, and meta tags.
Internal Linking: Established a robust internal linking structure to guide users and search engines through related content on the site.
Blogs: Regularly published blogs providing in-depth information about various glass products, industry news, and maintenance tips, targeting long-tail keywords and enhancing topical relevance.
Area Pages: Developed dedicated area pages targeting specific local markets, including Colchester, Felixstowe, Bury St Edmunds, Stowmarket, Sudbury, Harwich, Clacton-on-Sea, Woodbridge, Manningtree, Hadleigh, Saxmundham, Halesworth, Aldeburgh, Framlingham, Diss, Eye, Cambridge, Norwich, Thetford, Stevenage, Braintree, Great Yarmouth, Kings Lynn, Ely, Huntingdon, Wisbech, St Neots, Newmarket, Bishop’s Stortford, Harlow, Brentwood, and Basildon., each optimised for local search queries.
Technical SEO
Objective: Ensure the website is technically sound and accessible to search engines.
Actions:
Sitemap.XML: Created and submitted an updated sitemap to Google Search Console for better indexing.
Robots.txt: Configured the robots.txt file to guide search engine crawlers and prevent indexing of unnecessary pages.
Schema Markup: Implemented schema data on product pages to enhance search results with rich snippets, providing additional information directly on the SERP.
Site Speed Optimisation
Image Compression: Large images can significantly slow down page load times. We utilised tools like TinyPNG and ImageOptim to compress images without losing quality. Additionally, we implemented the WebP format for images, which offers superior compression.
Browser Caching: Configured browser caching to store frequently accessed files locally on users’ browsers. This reduced the need for repeated downloads from the server, speeding up load times for returning visitors.
Minification: Minified CSS, JavaScript, and HTML files to reduce file size by removing unnecessary spaces, comments, and characters. Tools like UglifyJS and CSSNano were used for this purpose.
Mobile Optimisation
Responsive Design: Ensured the website was fully responsive, meaning it adapts seamlessly to different screen sizes and devices. This was achieved using flexible grid layouts, responsive images, and CSS media queries.
Mobile-First Indexing: Recognised the importance of Google’s mobile-first indexing. We ensured that the mobile version of the website contained the same content and metadata as the desktop version.
Touch-Friendly Elements: Made sure buttons and links were large enough to be easily tapped on mobile devices. This improved usability and reduced bounce rates from mobile users.
Accelerated Mobile Pages (AMP): Considered implementing AMP to create faster-loading mobile pages, although the primary focus was on ensuring the existing mobile site was optimised.
Testing and Validation: Used tools like Google’s Mobile-Friendly Test and Lighthouse to validate mobile performance and fix any identified issues.
Fixing Errors
404 Errors: Conducted a thorough audit using tools like Screaming Frog SEO Spider and Google Search Console to identify and resolve 404 errors. This involved:
Redirects: Setting up 301 redirects for any permanently moved content to ensure users and search engines are directed to the correct pages.
Custom 404 Page: Designed a custom 404 error page to help retain visitors by suggesting alternative content and including navigation links.
Site Structure Improvements: Enhanced the site’s architecture to ensure better crawlability and user experience.
Sitemap: Updated and submitted an XML sitemap to Google Search Console to facilitate better indexing.
Internal Linking: Improved internal linking to ensure a logical flow of information and help distribute page authority.
URL Structure: Standardised and cleaned up the URL structure to make it more readable and SEO-friendly. This included removing unnecessary parameters and ensuring consistent use of hyphens.
Duplicate Content: Identified and addressed duplicate content issues using canonical tags to indicate the preferred versions of pages to search engines.
Schema Markup: Implemented schema markup to provide search engines with additional information about the website’s content, enhancing search result appearances.
Off-Page SEO
Objective: Build a strong backlink profile to increase domain authority and improve rankings.
Actions:
Backlink Acquisition: Secured backlinks from industry-relevant websites, local business directories, and niche blogs related to glass manufacturing and supply.
Anchor Text Optimisation: Used varied and natural anchor texts, focusing on primary keywords and branded terms to build a diverse backlink profile.
Content Promotion: Shared high-quality content, including blog posts and product pages, across social media platforms and industry forums to attract organic backlinks.
Analysis of Top Pages
Home Page (https://www.ipswich.glass/):
Likely optimised for broad keywords like “glass supplier Ipswich”
Provides an overview of services and links to key product pages
Potentially includes trust signals like certifications or customer reviews
Single Glazed Glass Supplier (https://www.ipswich.glass/single-glazed-glass-supplier/):
Targets keywords like “single glazed glass supplier Ipswich”
Includes detailed information about single glazed glass options
May feature benefits, applications, and installation process
Double Glazed Glass Supplier (https://www.ipswich.glass/double-glazed-glass-supplier/):
Optimised for keywords such as “double glazed glass installation Suffolk”
Highlights energy efficiency benefits and noise reduction properties
Possibly includes comparison with single glazing
Triple Glazed Glass Supplier (https://www.ipswich.glass/triple-glazed-glass-supplier/):
Targets keywords like “triple glazed windows East Anglia”
Emphasises superior insulation and energy-saving properties
May include cost-benefit analysis compared to double glazing
Greenhouse Glass Supplier (https://www.ipswich.glass/greenhouse-glass-supplier/):
Focuses on keywords such as “greenhouse glass replacement near me”
Provides information on suitable glass types for greenhouses
May include tips for maintaining greenhouse glass
Self Cleaning Glass Supplier (https://www.ipswich.glass/self-cleaning-glass-supplier/):
Targets keywords like “self-cleaning glass for conservatories”
Explains the technology behind self-cleaning glass
Highlights benefits and applications
Solar Control Glass Supplier (https://www.ipswich.glass/solar-control-glass-supplier/):
Optimised for “solar control glass for commercial buildings”
Details energy-saving benefits and improved indoor comfort
May include case studies of commercial installations
UPVC Windows (https://www.ipswich.glass/upvc-windows/):
Targets keywords related to UPVC windows in Ipswich and Suffolk
Highlights durability, energy efficiency, and low maintenance
May include information on styles and customisation options
Composite Doors (https://www.ipswich.glass/composite-doors/):
Focuses on keywords for composite doors in the local area
Emphasises security features and aesthetic options
Possibly includes a gallery of door styles
Area Pages (e.g., https://www.ipswich.glass/glass-supplier-colchester/):
Targets location-specific keywords like “glass supplier in Colchester”
Provides information about services available in each area
May include local customer testimonials or completed projects
Blogs (https://www.ipswich.glass/blog/):
Targets informational keywords related to glass products and services
Provides valuable content to attract and engage potential customers
Supports internal linking strategy
Impact of Area Pages
Objective: Increase local visibility and attract customers from specific geographic locations.
Actions:
Targeted Content: Created content tailored to the needs and search behaviours of users in each area.
Local Keywords: Incorporated local keywords such as “glass supplier in Colchester” to attract search traffic from those regions.
Google My Business: Optimised Google My Business listings for each service area to enhance local SEO efforts. Added all the products to GMB
Results:
Increased Local Traffic: Notable increase in organic traffic from the targeted areas.
Higher Local Rankings: Improved search engine rankings for localised keywords.
Enhanced User Engagement: Higher engagement rates from users in the specific service areas lead to increased inquiries and conversions.
Local SEO Performance:
Improved visibility in Google Maps and local pack results
Increased click-through rates for location-specific searches
Quantitative Data
Traffic Growth:
Estimate: 1500% increase in organic traffic over 6 months
Improved visibility for product-specific and location-based searches
Google Analytics:
Google Search Console:
Before SEO:
After SEO:
Keyword Rankings: Achieved top 5 positions for primary keywords such as
Keywords | Positions |
Bespoke Lead Design Glass | 1 |
glass supplier Colchester | 1 |
Sunburst Georgian Grille Glass | 1 |
Bevelled Glass supplier | 2 |
glass manufacturer near me | 1 |
single glazing glass supplier | 3 |
georgian bar glass supplier | 5 |
Glass Manufacturers and Suppliers | 2 |
single glazed glass supplier | 3 |
Decorative Lead Glass | 5 |
glass supplier near me | 4 |
single glazed glass | 5 |
Single glazed glass panels | 5 |
Greenhouse glass supplier near me | 4 |
UV-blocking glass | 5 |
single glazed windows | 5 |
Conversions:
Conversion Rate Optimisation:
Estimate: 2000% increase in online enquiries and quote requests
Improved user engagement metrics (time on site, pages per session)
Brand Awareness:
Increased brand visibility across UK
Establishment as a trusted authority in the glass and glazing industry
Qualitative Data
Client Testimonial: “The SEO improvements have significantly boosted our online presence, leading to a noticeable increase in customer enquiries. We are extremely satisfied with the results.”
Conclusion
Ipswich Glass has significantly improved its online visibility and search engine rankings by executing a comprehensive SEO strategy encompassing keyword research, on-page optimisation, off-page SEO, and technical enhancements. The focus on product and area pages, combined with targeted keywords, has resulted in increased traffic, higher local rankings, and enhanced user engagement, demonstrating the effectiveness of a well-rounded SEO approach.
Lessons Learned
Keyword Relevance: Focusing on local and service-specific keywords proved crucial.
Technical Health: Regular technical audits are essential for maintaining website performance.
Content Quality: High-quality, informative content drives traffic and engagement.