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brief The Brief

The Journey

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    After-ExcelSigns
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Web Design Concepts

Signage suppliers

Excel Signs came to NetSixtySix with no web experience and a holding page on their website. They do a multitude of things going from as small as t-shirt prints scaling up to building adverts.

Excel needed a full working on-line store and a good web presence to make them more competitive. NetSixtySix were very much up for the challenge of producing a solution to get them on the digital map concentrating on SEO, services and their web-store.

brief E-Commerce

Catalogue VIEW

Signs for E-commerce

Excel Signs range of goods is complex as everything they print can be scaled and different materials used too. This caused quite a lot of behind the scenes thinking about how the variations for each product would work.

Using WooCommerce this wasn’t a problem and once we had the formula down it was just a matter of creating a complex CSV with all the products on it and the variations. With all the products loaded it is easy to go into each category now and edit any part of any product or add to the store too.

brief SEO

Objectives

A new website was needed for Excel Signs in order to enhance their online presence in the Search Engine results pages. Net Sixty Six were tasked with building the new site and ensuring it was Search Engine friendly and fully optimised. The focus was to be highly visible for the brand as well as its core products which include sport signage,shop front signage and vehicle graphics.

Process

Initially, the site was set up using WordPress, an SEO-friendly platform which enabled us to add Content easily as well as specific plugins which helped to ensure the relevant keywords could be targeted effectively. In-depth keyword research was carried out, using a variety of different Search tools as well as manual checks. Competitor analysis was also carried out to ensure Excel Signs could compete effectively for their targeted keywords. It was also necessary to review existing backlinks for the previous domain to ensure there were no unwanted or irrelevant links to disavow, since they could potentially cause issues in terms of future rankings.

The old URL was redirected to the new domain destination and a full site technical audit was prepared. All technical on-page issues were updated including URL redirects, site speed performance, missing or duplicate meta data, sitemaps and allow/disallow instructions through the robots file. A keyword and Content map was planned out so that each page could be optimised effectively. Additional Content was added to main category pages which had featured low Content.  Additional landing pages were also made for the website to help target extra keywords which did not have any specific pages in place previously.

Excel Signs
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SEO

Canonicalisation updates were also made to the Categories with pagination to avoid any duplicate Content issues. Images were also optimised through compression and adding unique, relevant Alt tags where missing or blank. Google map listings were incorporated into the website to help boost the local listings and make it easier for people to find the business.

It was important to be able to monitor site performance in terms of site traffic and keyword rankings. Google Analytics tracking was implemented with Ecommerce reporting set up. The new domain was also added to Google Search Console for monitoring any potential site issues, checking errors reported from Google and identifying top performing keywords and Content. Excel Signs were also set up as a local business in many established local business directories such as Google My Business, where business insights could be obtained to gain a better understanding of which customers were direct customers or whether they were finding the website from searches for a category, product or service.

Outreach and link building was carried out alongside the on-page updates, as part of the off-page SEO strategy. Research was done to target local or industry-specific websites and Blogs to contact their webmasters or site owners to suggest guest post topic ideas. This was targeted through submission of unique, relevant content, including infographics and posts on ‘top tips’ or unusual observations etc.By making the content more appealing and topical, it was more likely to get shared and passed on – thereby creating new backlinks which could act as votes towards Excel Signs.

Results

Since the launch of the new website for Excel Signs, Net Sixty Six have observed an increase in traffic from different channels including Organic Search, Referrals Social and Direct users. Keyword rankings have significantly increased and the website is now highly visible for various keywords, both as broad phrase matches and those which include local regions such as Rossendale or Manchester. More quality backlinks are being generated through the SEO link sourcing work and the site is performing well in terms of having no critical SEO issues identified.Through continual optimisation and website auditing, Net Sixty Six are confident of building on this success further for Excel Signs over the coming months ahead.

Once the site was switched from the old version to the new one, a new XML sitemap was produced and registered with Google Search Console. The robots.txt file was updated to allow all content to be indexed with reference to the sitemap.The necessary 301 redirects were applied at page level and tested. Each page was optimised to include targeted keywords in the meta data and any missing Content was added.

Regular checks were made with Google and via Google Search Console to ensure the new URLs were being properly indexed whilst any new error 404 pages were being updated. The number of error pages being detected gradually reduced in line with the redirects being applied. Site speed improvements were addressed where possible by updating images to reduce their file sizes.

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brief Launch

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Customer Care

Excel Signs and Graphics

Excel Signs were very happy with the end product and the training they recieved.  They feared adding and updating products was going to be difficult but NetSixtySix made it as simple as possible, considering all along the customers need to update the store.