I was looking recently at ways to boost the search traffic for Ed Paster Excavating, who are clients of one of my Pro Web Design Alliance Elite members. (PWDA Elite members get personal coaching and direct support from me.)
It didn’t seem to be ranking great (although I see it higher with personal search switched on). When I added “&pws=0” to the Google search in the address bar (which deactivates personal web search), the results came several pages down.
RankTracker (part of SEO PowerSuite) confirmed the site was ranking outside the top 20, where you only find slim pickings of traffic.
I also ran SEO Spyglass (also part of SEO PowerSuite) on the site, which revealed only 2 backlinks.
I did notice that one of the backlinks was one I’d done from a popular page on WDFS, but I’d put it in a comment, and WP forced it to be nofollow, so I’ve moved that into the post body.
The other link was from here, but that now seems to be missing. So we’re pretty much at square one for links.
I would probably start with looking at free local directories and excavation-specialist directories.
When I checked out the SERP snippets, I found another couple of things. Can you spot them?
One is that the title tags are the same for both these pages. Title tags should be as optimised as possible to get ranking and clicks.
So the concrete pavers vs stamped page should mention just those terms. I would even remove the company name from these titles, and maybe replace with “NJ Excavation” perhaps.
The other thing is that the company name includes “excavating”, the domain name includes “excavating”, but we seem to be focusing on “excavation” in the titles.
When I look up the terms in Google AdWords, here’s what I get.
(These are exact-match numbers.)
“Excavating NJ” is the most popular term, and “excavating” also beats “excavation” on broad-match.
I do think it’s worth having “excavation” in the body text, for good, natural variation of content. But I think that, as we have an advantage in “excavating”, it’s worth focusing the on-site factors around that term. We’re at #47 right now for that term. I will focus my link building link text on that term.
Hope this has been helpful for you.