Lilac James has been working with Briar Security for many years, partnered with their web design company Catfish who are also based in Cambridge.
Initially the old Briar site was optimised for ‘commercial security’ and ‘domestic security’ as this is how the business itself classified its customers. Unfortunately, there were very low search levels for those terms as customers often search for what they think they need not what ‘you’ think they are!
After conducting full keyword research Lilac James restructured the Briar Security site allocating keywords to pages including – Security Companies in Cambridge, ‘burglar alarms’, ‘fire alarm’, ‘CCTV Cambridge – Peterborough & Bedford.
Following a regionalised strategy allowed us to generate traffic for a list of services within the regions covered by the Briar Security Services team. As is often the case, domestic and commercial customers search for a local supplier to them, using the town or City name within the search term. As always understanding the terminology that the target customers use and the areas, they are searching from is key to success.
2 months after the original on page optimisation the client was delighted to achieve 9 x page 1 Google rankings and a sprinkling of page 2’s & 3’s. Ongoing optimisation has of course been required, particularly as the sector itself became much more competitive.
The result is a site that not only looks great due to Catfish’s design skills but now generates leads and enquiries.
Stephen – Director at Briar Security