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COMPANY –
118118.com - SEO CASE STUDY
CHALLENGES FACED:
Educating Senior Management and staff
located overseas through a steep learning
curve on SEO best practices and getting buy-
in to implement change.
Agreeing KPI’s with stakeholders and setting
appropriate deadlines for measuring
achievements.
Sifting through millions of records to find
common performance snags.
Setting a ‘best practices’ adoption time-line
to facilitate overhaul of existing website.
Competing against the clock to revert the
downward slide in page indexing and
organic search rankings.
Working with in-house developers to
completely revamp the web portal to include
all recommended changes.
Co-ordinating diverse skill-sets to achieve
the desired goals within specific time-
frames.
Balancing SEO with existing marketing &
sales practices.
Competing against the clock to revert the
downward slide in indexations and
rankings.
SEO CHECKLIST:
Site audit to identify the following key areas:
Top performing cities by local search
categories.
Canonical page|category hierarchy -
Canonical link element & canonical HTTP
headers.
Keyword Selection|Keyword performance per
category.
Errors – Client errors such as broken links &
server errors (No responses, 4XX, 5XX).
Inlinks – All pages linking to a URL.
Outlinks – All pages a URL links out to.
Anchor Text – All link text. Alt text from
images with links. Follow & Nofollow – At
page and link level.
Images – All URL’s with the image link & all
images from a given page.
Page Depth Level - Word Count.
STRATEGY | SOLUTION:
Structural changes to the site were
necessary to counteract the de-indexing of
pages in Google.
Strict canonicalisation had to be adopted
for each topic category.
Page titles, meta descriptions and page
content adapted to reflect new criteria.
Internal linking had to use shorter
optimised keyword structures under single
sub-directory headings.
LSI Keyword specific content to be deployed
on every top category identified page with
stronger calls to action placed above the
fold.
Custom error pages built to return the
correct status code to enhance SEO, search
engine indexing and Google crawl budget.
Content syndication initiated to disperse
selectively to owned, influencer portals
and Social Media platforms.
High quality link acquisition through PR,
blogger outreach, content syndication,
social media and video.
OVERVIEW:
118118.com are leaders in business data
services. Recent search engine algorithm
changes resulted in a sharp decline in indexed
pages from 311,000 to just under 97,000 in
Google with a subsequent substantial loss of
rankings across key search categories core to
the company business model.
Darryl Antonio was appointed as Lead
Consultant to immediately address the loss
of data indexation in Google, develop an
ongoing content marketing strategy and
improve keyword performance across the Top
20 local business search categories for
118118.com.
SEO case study shows growth of
62.35% in organic search
traffic, 106.27% in social media
and 57.29% improvement
in keyword search rankings…
A step by step overview of the measures taken
below to address the sharp fall in search
rankings and visitor traffic, the challenges faced
and the search engine optimisation strategy
devised to bring about the change in results over
a 12 week period.
Struggling to get the results you want?
Call our SEO agency London
team 020 7873 2476
for help today…
“Darryl was instrumental in making us
realise that root and branch changes
were vital to redress the current status
and galvanised the team into taking
specific actions to facilitate our ongoing
success. The outcomes achieved
were staggering to say the least!”
Trevor Saadi - CTO 118118.com
Get a full website check-up by our
London SEO experts in time for
the busy shopping season ahead!
KEY RESULTS*
Site Relaunch -
The 118118 website
was relaunched with
significant changes to
the site architecture,
improvement in the
internal linking
structure and the
introduction of high
quality content across
the website.