Note the ‘call to action’ is clearly displayed ‘above the fold’. Above the fold is simply what the user sees before having to scroll.
Our blog on best practice landing page design can be found here.
The H1 title ‘Commercial Office Cleaning Services in Stoke-on-Trent’ clearly explains to the user, and to Google, exactly what the page is and who it is to be delivered for.
The content below the H1 expands the geographic reach of the page into other population centres such as Stoke, Coventry and the West Midlands which had lower, yet still relevant, observed search levels for Commercial Office Cleaning.
What about national search demand?
Our research clearly revealed that whilst the majority of searchers would submit local searches such as ‘Office cleaning services in Middlesborough’ there was still a great deal of national search demand that was a key target of our strategy.
National search terms are almost always higher demand and have higher search competition but with the right strategy, you can still gain lucrative places on page 1 of the search results.
Once the regional landing page strategy was complete, we set about the task of capturing national search demand with a range of landing pages focused not just on national terms, but specifically the national terms which have high ‘buying intent’.
Search terms with high ‘buying intent’ are those where the searcher is clearly looking to purchase the product or service they’re searching for. For example, a search with low buying intent could be searches including the words ‘compare, cheap or free’.
We optimised a range of service pages including:
High Level Cleaning
IT Equipment Cleaning
Antiviral Deep Cleaning
Washroom Consumables
Deep Cleaning
Sector Specific Searches
Finally, our research revealed that there is a range of sector specific national searches that Spotless Clean could capture which would drive a wealth of high converting traffic to their website.
These included sectors such as School Cleaning, Medical Cleaning, Retail Cleaning and several others.
Individual landing pages were optimised for each sector, this was a significant task as each page needs to be unique and highly relevant to the targeted search terms.
Any duplicate content on your website is soon discovered by Google and will cause harm to your search rankings.
Big Complicated Website?
Yes, Spotless Clean's website is quite large with many different pages laser targeting tens of different search terms split into regional, national and sector specific pages, but the user would never know.
We have ensured that the main pages, which drive the most traffic and achieve the best behaviour flow through the website are sourced off the main navigation bar. Further pages are ‘hidden’ in the backend of the website.
As far as the user is concerned, they land on an easy to understand, high performing website with great user experience which is easy to navigate and complete their desired actions.
This is exactly what Google needs to see for your site to be delivered above competitors. If your users are confused, Google will understand that and will devalue your rankings, so the Lilac team worked hard at maintaining and improving the Spotless Clean user experience.
Results
The results have been fantastic and have risen month on month since our initial on-page project was completed. Spotless Clean have gone from approximately 50 page 1 rankings to now over 134 page 1 rankings and climbing.
We continue to build strategic backlinks to grow their domain and page authorities. In many keywords Spotless Clean have progressed from beyond page 6, to page 1 in a matter of months. Examples of this are below:
