Take a big breath in, we are getting into some hardcore SEO analysis!
In today’s post, we are going to dissect the SEO techniques behind the rise of a Newcastle Asbestos Removal website which is dominating their local market.
If you want to get some awesome take-home points that you can apply on your website, scroll down and we have compressed them into convenient little takeaway containers, with free tomato sauce and chicken salt.
ABS Asbestos Removal – https://absasbestos.com.au/
Put your analytical cap on. What is your first impression of this website?
There are some good points. The image presents a professional and authoritative impression. There’s nothing like some big industrial machinery to get you excited. Though if you are a Toyota fan, you might not be impressed with the Nissan’s, but we can let that one slide.
But we do love the image-focused approach. The services provided are clear, there is no doubt that this is an asbestos removal company. But are you left with a question?
Where do they service?
Are they nationwide? Is it in Sydney or Melbourne?
This is actually where this website is missing a trick, they need to highlight their service area.
Quick SEO test to make sure you have been paying attention, what title tag would they need to change to change the large text in the image?
Can I get a H1?
Here is their current H1 title, and our suggested improved H1 tag:
Current H1: <h1>ABS PROFESSIONAL ASBESTOS REMOVAL AND TESTING</h1>
Improved H1: <h1>Newcastle Asbestos Removal – ABS Asbestos Removal & Testing</h1>
Newcastle Asbestos Removal vs Asbestos Removal Newcastle
Which of these two keywords do you think people search for more frequently?
Location first, or service first. I can not stress enough how important it is to do your keyword research and find out what your customers are searching for!
Here is some data to help emphasise the importance of this step:
If you were in the team “service first” then raise your hands up and shake them like you just don’t care. It is a significant victory.
Having 140 searchers per month compared to 30 searchers is a significant difference, so don’t waste your SEO efforts by choosing the wrong keyword. Another funny thing is that according to the Keyword Difficulty metric provided by SEMRush, the lower volume “Newcastle Asbestos Removal” is actually harder to rank for.
Takeaway Point #1
Invest in your keyword research. Understand your customers. Take the time to identify the exact keywords and expressions they use when searching for the services/products you provide. Make sure you try different variations of location/service and service/location keywords. Once you have identified the highest volume keyword that your customers use that accurately describes your services, isolate the keyword as your primary keyword and use it extensively throughout your website.
Expand Your Keywords
Once you are ranking for your primary keyword, you don’t want to stop the music and sit down. This is the time to really ramp up your SEO campaign!
Once again let’s analyse what has happened with ABS Asbestos Removal over the last few months. In March they were only ranking for about 8 keywords, and admittedly they were not ranking high for them.
In good news for the ABS Asbestos Removal team, there was a significant boost in the number of keywords they started ranking in July. There is even a peak at the start of August where they are ranking for over 30 different keywords. Not only has the volume of keywords increased, but the rankings have increased as well as there are some now in the top 10.
But once again, this is only the beginning.
The goal is to take advantage of this growth and secure some top 3 rankings.
Why is it so important to get in the top 3 rankings for a primary keyword?
Examine this chart that shows the CTR (Click-through rate) of different rating positions in organic search in Google.
You can see why it is vital to at least be in the top five positions. It also shows why investing in SEO to overtake your competitors is a savvy decision. If you really want to grow your business, securing the top spot in Google for your keywords is putting your website in a prime position for where your potential customers are searching.
Takeaway Point #2
Get to the top: Once you have momentum in climbing up the rankings, don’t take it as a signal to slow down, but rather, ramp up your efforts! Websites that are in the #1 position have an average 34.2% click-through rate.
Google Business Profile – Maps Listing
Their website has the following invitation on the homepage:
Now if we actually do that and search for “ABS Asbestos Removal and Demolition Services” what results come up?
A healthy 24 Google reviews, all with 5-star ratings. That is very impressive!
This is a good strategy to encourage potential customers to examine reviews, especially from off the site as it shows the reviews are independent and honest.
In addition, the team hosts several reviews on the website, which is great as it keeps visitors on the site, which is a great indicator to Google that the website is answering the queries visitors are searching for.
Why Are Google Business Profile Reviews So Important?
Visibility: Reviews appear prominently in Google Search results, increasing your business’s visibility.
Trust and Credibility: Positive reviews build trust and credibility, making potential customers more likely to choose your business.
Local SEO Boost: Reviews are a significant ranking factor for local search results.
Customer Insights: Reviews provide valuable feedback to help you improve your products or services.
Encourage all satisfied customers to leave a positive review. For the ultimate SEO benefit, encourage customers to include their suburb and the service you provided them. Having independent reviewers leave keywords in their reviews of your company is an excellent local SEO ranking factor.
Takeaway Point #3
Make it Easy for Customers to Review: Provide clear instructions or QR codes that link directly to your Google Business Profile.
Send Personalized Review Requests: Follow up with customers after they’ve interacted with your business and ask for a review.
Respond to All Reviews: Show that you value customer feedback by responding to both positive and negative reviews.
Hopefully, you can garner some benefit from this analysis of the ABS Asbestos Removal website. Apply the practical suggestions and your website will increase in rankings for your primary keywords and you will be on the road to digital marketing success!
