The Lilac James team have been working closely with Start-up business Swift Fire & Safety to build and develop their online presence. Swift are a Peterborough based fire protection and security services company who cover the East of England.  Managing Director Daniel Youngs has over 15 years’ experience in the industry and his new team are already leading the way as suppliers in design, installation, commissioning and routine service and maintenance of fire and security protection services.

Swift offer a range of services within their business, aimed mainly at the commercial market.  In today’s digital age, with IT equipment being at the heart of most businesses (coupled with relatively new data privacy laws), they identified a need for tighter security measures for the commercial and corporate sector. Intruder Alarms services form an integral part of the business, with fire extinguishers, fire alarms, domestic burglar alarms, access control, and nurse call services also being at the forefront.

Our job was to research regional search terms, knowing that their target market look for fire safety services close to their businesses. Full keyword research identified high volume search terms including fire alarms Peterborough and burglar alarms Cambridge. Additionally, a raft of highly relevant keywords were identified. Whilst these had lower search volumes it was clear that they were very relevant to the companies’ long-term objectives. Best practice dictates that specific keywords are allocated to pages that closely match the user’s intent. That way users are directed to content that directly answers their search term, content that resonates with their pain points and specific needs.

Like most sectors these days however, it is competitive. Other companies have invested in their digital position for some time, securing page one positions that are delivering them new customers with specific needs. With a brand-new website launched in November 2019 and zero domain authority, Daniel was warned that organic optimisation was not going to be a quick fix. We advised him to invest in Google Ads PPC whilst we built his presence. This he did, guided by us to an exact match strategy, ensuring that his ads were triggered only by very specific keywords. This approach instantly delivered him relevant web traffic that converted to enquiries and quotes. Above all else, it confirmed to him that considerable benefit was to be gained from a successful organic position.

3 months in Swift Fire & Safety are delighted with progress so far. Excluding brand/company name keywords, they currently enjoy 9 page one positions including 6 keywords in the top 5. The off page optimisation project is very much ongoing but results so far have exceeded expectations.

Here is a screenshot of the latest ranking report, just because we are proud!


Whether you are a small, medium or large company you should never underestimate the effect that local SEO can have on your business. Optimising your website for searchers close to you is increasingly important as 97% of customers now search for local businesses online.

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We offer a range of services to a wide range of B2B & B2C industry sectors. Our solutions start with a qualified consultancy approach, recommended services will be bespoke to your businesses needs, one size does not fit all.

Irrespective of your core business we can help you understand the opportunities in your sector and grow!