We’ve been working with Papersmyths for a little while now and have been getting stuck into their SEO of late, helping them move their good rankings even further up the search results.

One of the first things we’ve recommended is to add to their existing services pages so that we’re giving Google a lot more lovely content to explain what they do.

Their services pages, when we came to the site, consisted of a strong heading (h1), a creative but not descriptive sub-heading (h2), a couple of lines of text, and a gallery of projects – each item just being a photo which linked to the full case study.

Our initial response to these pages – which was then backed up when we did some competitor research to study the sites ranking above them for some of their terms – was to add more info. We mocked up a new page template which used their existing design and the content already on the page (so as to be efficient with time) but also added:

  • A strong sub-heading
  • More text about key projects before linking to them
  • A heading and intro above the gallery
  • Calls to action and another heading with some commonly searched terms around how to make the things on the page
  • A heading and paragraph of text about their process
  • FAQs about the service in question, based on researching commonly searched FAQs

The new templates are being rolled out gradually, service by service, as the Papersmyths team have resource to write the copy for each. They look great and the pages are doing really well in Google after just these few easy tweaks.

Over the next few months we’re going to be carrying out more competitor research and a deeper dive into the best key words and phrases to invest time and effort into, once we have a stronger idea of the most competitive terms and the ones most capable of bringing more traffic to the site. We also of course need to weigh this up against the likelihood of visitors to buy these services – we don’t want to get thousands more visits from people just looking to do craft projects at home, so our time would be better spent getting just a handful more visits from people actually looking to commission projects.

If you’re looking for some cost effective and pragmatic SEO strategy and research, by professionals with over 20 years experience, please do get in touch.