SEO Case Study: ModelmakersWhen we started work on the brand new Modelmakers site, our main aim was to create a polished, professional web presence that would both live up to and enhance the company’s superb reputation. Founded more than twenty years ago, the company specialises in high-quality architectural models, and they pride themselves on their honesty, their workmanship, and their ‘communication is key’ ethos. But while their prestige was beyond question, their previous site was very poor indeed, with an outdated design and a complete lack of optimisation. They asked us to give their web presence a new lease of life, and while the design certainly needed work (particularly with regards to mobile devices), our efforts were mainly focused on SEO – that is, making the website more likely to show up in search engine results. Not only does the new, mobile-friendly site look much better, it also ranks highly for a wide range of model-related keywords.
Choosing Keyword PhrasesAs with any SEO project, Modelmakers needed us to concentrate on a selection of strong keyword phrases that would attract a lot of traffic. We focused on phrases like ‘architectural models’, ‘fibreglass models’, ‘exhibition models’ and, naturally, ‘model makers’. The site now ranks highly on Google for almost all of the keywords we targeted, and many more besides; they’re even rank #1 for ‘architectural models wales’! Aside from keyword optimisation on the homepage, we also built several pages that go into a little more depth on particular aspects of model making; this has helped the site to rank for more specific keywords like ‘fibreglass models’ and ‘industrial models’. Most Recent ProjectsWe often recommend that our clients include a blog engine in their site, as this gives them a simple way to add fresh new content and helps them to keep their customers engaged and informed. On this occasion, the blog took the form of a ‘Recent Projects’ page; the Modelmakers team frequently post information about their latest work, complete with eye-catching images of the amazing models they make. Adding high-quality content on a regular basis is an important part of maintaining high search engine rankings, and these interesting articles really help to flesh out the company’s web presence. Technical SEOSEO involves more than just keywords – to have a good chance of appearing amongst Google’s top results, a website also needs a high-quality build and a layout that’s easy for search engine spiders (as well as human users) to navigate. If anything, these factors are even more essential than shrewd keyword selection, and so our professional web developers made sure from the very start of this project that the Modelmakers website, its code, and its overall structure were built for search engine success. This approach extended to the design stage, too; as per Google’s guidelines, we made sure that the new Modelmakers website would function equally well across all devices, serving smartphone and tablet users just as well as desktop browsers.