Amitech IT
Case Study

Notorious SEO

Who Are Amitech IT?

Amitech IT is a leading technology and business systems provider that has been delivering proactive advice, support and solutions for over 20 years in Cardiff, Devon and Cornwall. Amitech specialises in a range of IT services, to help businesses turn IT Infrastructure into a business asset.

What Problems Were They Experiencing?

Amitech IT was frustrated with the lack of business they were generating online. The main problem was that they weren’t ranking for any IT related search terms for Cardiff, despite being known as one of the leading IT companies in this location.

Not Utilising Specific Pages

Amitech IT did have specific pages for the locations they served. However, they were hidden away behind the contact page, which had a URL Structure of /contact/IT-Services-Cardiff. To Google, this page was almost invisible

We carried out an audit on the pages we wanted to rank and found out that the word count was so low, that Google couldn’t find enough information to rank their pages. Not only this, but the keyword density was poor, and the content hadn’t been optimised. Google has introduced a Natural Language Processing (NLP), so it’s important to optimise text so that it shows Google what keywords you want to rank for.

Poor DR And No Backlinking Strategy

A DR is a domain rating given by Ahrefs, an SEO tool we use to see how Google ranks website authority. Google gives websites it can trust a DR score. One of the ways to enhance the DR is through backlinking, which is about getting a high scoring DR site to link back to your site.

How We Were Able To Make An Impact?

Technical SEO

The site audit we carried out identified some technical issues on the site. When carrying out SEO, we need to lay the correct foundation on the website. For Amitech, it involved carrying out the following technical tasks:

Canonicalisation

Some of the pages had duplicate content which conflicted the content on the website preventing google to rank, some canonical tags had been added but were added, however not to the correct pages therefore google was picking the incorrect pages for ranking. 

Speed Optimisation

Speed is a huge factor Google looks at when ranking a website. One of the issues we found with Amitech’s website was that the pages were not being served in a next-gen format. The problem with this is that on mobile devices, users were being tasked with loading desktop images, which are a lot bigger and therefore, take longer to load. After changing the images to next-gen format, we saw a massive drop in the page load speed — which was huge for Amitech’s SEO performance.

On-Page SEO

Our main focus was to rank for the keyword “IT Support Cardiff”, as this was specific to the service they offered in the area. To do this, we needed to create a specific page for the location, which could be optimised for Google specifically with ‘IT Support Cardiff’. Creating a separate page allowed us to optimise the content specifically for the IT Support Cardiff keyword. We optimised the content to the correct keyword density and word count. Using one of our SEO tools, we were able to identify the requirements of the page.

On-Page Analysis

To do this, we needed to create a specific page for the location, which could be optimised for Google specifically with ‘IT Support Cardiff’. Creating a separate page allowed us to optimise the content specifically for the IT Support Cardiff keyword. We optimised the content to the correct keyword density and word count. Using one of our SEO tools, we were able to identify the requirements of the page.
In 2019, Google’s Bert update added natural language processing (NLP) to its algorithm. This meant when searching a page, Google was not just looking for a keyword, but keywords they expected to see alongside them too. This meant that the content we created needed to be optimised for this, so when mentioning IT Support Cardiff, Google was expecting us to mention managed IT Services or back up recovery.
It was also important to take into account how many words were required using our SEO tools we were able to analyse the top 10 ranking pages for IT Support Cardiff, identifying how many words competitors where creating for their pages which allowed us to reverse engineer how many words we required to be able to compete against them.
Once we’d created content for the page, we came up with a layout and developed the page. We created a smooth user journey that took visitors from the IT Support Cardiff page to the rest of the website and the key services Amitech provides. Once the page was created, we needed to make sure Google could find the page. To do this, we changed the URL to /Cardiff/IT-Support, emphasising Cardiff as a location followed by the keyword of ‘IT Support’. The URL structure is an important factor for Google when it comes to finding a page.

GMB Optimisation

With a local search, there is more than one opportunity to rank. Not only can you rank on the results page as normal, but you can also rank on Google maps. 

Back in August 2015, Google introduced the Map pack, which changed how local businesses appear on Google maps. The google map pack shows three local searches for specific phrases, allowing businesses to appear higher up the page.

The optimisations we carried out to Amitech GMB helped us move up the map pack rankings, giving us a secondary stream of traffic. With a local search, there is more than one opportunity to rank. Not only can you rank on the results page as normal, but you can also rank on Google maps.

Off-Page SEO

Initially, we identified the requirement to enhance the Amitech IT Domain rating. Amitech IT had a limited backlink profile on its website, and the DR was short of their nearest competitor.

We put an Off-Page SEO strategy in place, creating relevant backlinks with high domain authority to link articles back to the relevant pages on the Amitech IT Website. This immediately enhanced the Amitech IT domain rating.

Conclusion

Amitech has moved from getting minimal traffic and being on page three of google for their desired search terms such as ‘IT Support Cardiff’, to ranking in the top ranking position on page 1. Because of this, they have seen an increase in website enquiries and generated more business. Amitech IT now has an SEO framework in place which gives them a strong digital presence in Cardiff, and organic traffic and enquires that they can convert into sales.

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