SEO Strategy Takeover: From Over-Optimised to Regional Visibility

Project Overview

A&MT Contractors came to Search Mad frustrated with their previous agency's lack of transparency and an over-optimised website that wasn't delivering results. They wanted clear communication and increase in what really matters - results!

Working closely with Mike and his team, we developed a new SEO strategy that wasn't just about filling content with keywords. Since partnering with us for ongoing management, they've seen a substantial year-on-year increase in high-value leads.

We continue to work with them, helping them further strengthen and expand their visibility across the rest of the East of England and the East Midlands.

Our Approach

We took over their SEO management and completely redefined the strategy, performing a thorough audit and in-depth research before implementing an approach focused on natural, strategic targeting. This included:

↳ Cleaning up over-optimisation

↳ Optimising existing articles

↳ Setting targeting focused on priority service areas (Cambridgeshire)

↳ Creating location landing pages targeting high intent relevant terms within 50 mile radius of Peterborough

The Results

Our strategy so far has led to a strong increase in search visibility, across Google, Bing, but also LLMs, with an impressive improvement in user engagement sitewide - and not a small one either. We've seen engagement increase from 20% to 47%, a whopping 135% increase.

Despite the dramatic changes happening with search, from how data is tracked to AI features reducing clicks, our work has led to a 213% increase in clicks from local searches, with leads rising from 124 to 193 YoY - a 55% increase in high-value leads.

Testimonial

We've seen genuine traction to our website/business since Alfie's introduction. The power of SEO is impressive when it's done right and I can vouch for Alfie's expertise.

Mike Tucker, A&MT Contractors