Carriage Masters Case Study

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About Client:

Carriage Masters is a London based horse and cart renting company for different purposes. They have special services for wedding, Asian wedding, funeral service and corporate events. They offer different carts for weddings and funerals and horses can be chosen as well. They also offer properly trained and licensed coachmen who are helpful. Their horses are also well trained and solo horses can also be rented for Asian type weddings.

The Goals:

The client wanted online visibility for people who search for the services they offer. They mostly wanted to rank for local searches because the service was highly local in nature. Their target area was Essex and the surrounding because the agency is based there. They also needed clean and positive image on Google My Business.

The client website was rather new and they wanted us to make it rank in a very niche market, confined by comparatively low search counts and also geographic location. The competition was mostly with some established players.

The Strategy:

H1SKS started by analysing the website thoroughly, using paid tools and experience. We changed the look and feel of the website slightly to make it look more modern and also streamline the hiring process.

We selected the keywords after several rounds of meeting on client’s aim and created a healthy mix of generic and long tail keywords. The long tail keywords were chosen to convert while the generic keywords worked mostly for online recognition. We updated the site content as per the chosen keywords and also introduced a blog which we updated periodically to feed fresh and keyword optimised content to Google. We also worked extensively on image optimisation by compressing them, adding ALT tags and more. We used SERP simulators to create the rich snippet (meta description and title tag) for each page.

We spent time on selecting the related and authoritative websites on horses, carts and created a list. We methodically built links from those chosen websites using articles, blogs and keywords. We also used press releases, blog commenting and forum commenting to bring fresh links.

Our major focus was on Google My Business which is the base of local SEO. We enlisted the business there and on several other online Yellow Pages services. We also worked on Google Maps to gain prominence in local SEO.

We used reputation management techniques to gain positive ratings and reviews on Google My Business so the listing on Google SERP stays positive and attracts clients.

The Result:

Carriage Masters started to see increase in traffic inflow almost immediately, thanks to the increased ranking on Google SERP as well as a prominent placement on Google local search result carousel. The new traffic increased by 95% while the customer engagement with the site also increased. Several metrics including Pages per session, time on page increased by 78% and bounce rate decreased by 11.63%.

The local SEO success was remarkable. The business started to appear for searches from Essex and surrounding areas. In fact, the total traffic increase from Essex was 91%. The rating of the business was 4+ (in 5) and the reviews received were mostly positive reviews.

We also saw a higher conversion rate. The agency received new business and leads from their target location.

The website ranks on the first page for over 89% of the chosen keywords and the CTR has increased, leading to a greater online visibility and subsequent traffic inflow.

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