Clearlight Designs manufacture and sell amazing illuminated mirrors to the likes of the Shang-ri La Hotel, Sofitel and David Jones. They engaged with an outsourced SEO agency abroad hoping to improve visibility and ultimately increase the number of leads coming through.
After a few months, they realised that their outsourced SEO agency was up to no good. There were a large number of PBN and poor quality backlinks popping up and it was starting to impact results. Rankings continued to drop, and as a result, so did the traffic. There was no tracking set up on the site so it was impossible to see the impact it had on leads.
The brief to us was simple – “get back our traffic!” and, while you’re at it, increase our leads.
The solution was relatively simple in the end.
The first cab off the rank was a comprehensive backlink audit.
We then audited all of the “SEO basics” – metadata, heading tags, page copy, etc across all the key pages and found that there was keyword cannibalisation occurring, with multiple pages competing for the same search terms.
After updating these areas, we updated the lighted mirror category pages to support the optimised metadata. TF-IDF optimisation of key pages on the site better provides Google with the context it needed.
Finally, to compliment the onsite optimisation, we commenced a link acquisition campaign to boost the authority of the domain. This involved prospecting for relevant, high-quality domains and placing links on them which improved the authority of the Clearlight Designs domain and lead to improved rankings.
So how was this achieved?
A comprehensive SEO strategy was rolled out for the new website.
This included metadata optimisation to ensure all pages were targeting high-value keywords and there was no cannibalisation. This was backed up by on-page copy optimisation to ensure target keywords were present.
We identified a large number of high-risk links (poor quality, irrelevant domains using exact match anchors). We prepared and uploaded a disavow file to Google Search Console so the links we’re no longer valued.
All major web2.0, business directory and local citations were built as well as a range of authority links acquired to strengthen the domain.
As a result, Clearlight Designs is now ranking in position 1 for their target keyword ‘lighted mirrors‘, as well as other related terms such as ‘bathroom lighted mirrors‘.
We set up events and goals using Google Tag Manager to track each individual quote form to effectively track leads.
Almost instantly, we started to see an increase in SERP visibility, and as a result, an increase in visitors and leads generated via SEO. The client was so happy with the results, we referred his brothers business which is too reaping the SEO rewards.
