Kinetic Electrical is an electrical services company with New Zealand-wide network of franchises. One of the issues Kinetic Electrical’s business development director Ken Parsons had was the problem that not all the franchises were getting web enquiries. This was partly because not all of their pages were actually visible in Google, and if they were, their competitors would often appear above them in search results for location-specific words. Ken needed help to improve their Google visibility, so the regional franchises could attract more free web visitors and therefore more enquiries.
The Search Visibility score is the percentage of clicks we estimate you receive based on your organic rankings positions, across all of the keywords you’re tracking in your campaign.
Image: Group of ‘hawkes bay’ terms we are tracking. This graph shows how you (Kinetic Electrical, in blue) have overtaken the tracked competitors for these words since starting your SEO spend.
We used a combination of keyword research, on-page optimisation, and tech SEO to improve Kinetic Electrical’s Google visibility for their franchise location pages. They now rank above their competitors for many location area searches.
Technical SEO refers to website and server optimizations that help search engine spiders crawl and index your site more effectively (to help improve organic rankings).
Image: Group of ‘industrial’ terms we are tracking. This graph shows how you (Kinetic Electrical, in blue) have overtaken the tracked competitors for these words since starting your SEO spend.
We also used Google Tag Manager to install enquiry tracking on the site which has helped their head office keep their franchisees engaged with their future online marketing spends. They can now see the direct response to their marketing efforts, and spot areas needing more attention.
Image: Google Analytics organic traffic to location pages only from Nov 2018 – 8 Apr 2019 vs. the same period the previous year. 44% increase year on year from 2,980 to 4,295 pageviews from organic source only.
The results have been impressive: Compared to last year, Kinetic Electrical are now getting 44% more views of their location pages from free organic traffic. This has, in turn, resulted in a 26% boost in overall site traffic year on year, and they are receiving significantly more enquiries from their franchise location pages specifically.