SEO Success Story: Fond Farewells

FutureLab's SEO techniques worked successfully for businesses such as Fond Farewells.
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Now this is a story all about how, we made Fond Farewells the best in town. And I’d like to take a minute, just sit right there, I’ll tell you how we got their juicy 1st page Google share.

In Christchurch, New Zealand born and raised, in pet cremation, was where they spent all of their days. Collectin’, crematin’; art-makin’ so fly, and helping pet owners say their final goodbye.

When their website was made, it was all pretty good, but there wasn’t anybody in their neighbourhood. To help spread the word and bring in hits – Fond Farewells got us to SEO that sh*t.

We reviewed and researched day after day, and came up with a strategy play-by-play.
New titles, descriptions were all in place, and a fresh new Google+ page to take the cake

A little while later, and look what we find: Fond Farewells take first place in the line.
‘Pet cremation Christchurch’ they were finally there – number one on the throne, competition beware.

*For the non-rapped version, please keep reading below!

[vc_column width=”1/4″][vc_column_text]
[vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=””][vc_column][vc_separator type=”small” position=”center” up=”20″ down=”20″][vc_column_text]Ok, so we got excited about our SEO results working with Fond Farewells and wanted to share them in Fresh Prince style. It’s not often you can say your strategy worked with 100% success, but in the case of Fond Farewells, we’ve optimised their site like a dream.

Fond Farewells are a pet cremation service based in Christchurch that operates throughout the South Island. The organisation has links with Gribbles Veterinary who offer the Fond Farewells service throughout their veterinary clinics in the South Island.

The Gribbles Veterinary/Fond Farewells team had requested SEO work to raise the visibility of Fond Farewells online, especially for certain keywords such as ‘pet cremation Christchurch’. Their main competitor was appearing at the top of search results for ‘pet cremation’ and similar keywords, while Fond Farewells was not visible on the first few pages of the search results at all.

We implemented SEO on the website to target particular keywords and phrases, so that online users searching for pet cremation services would start finding the website.

[/vc_column_text][/vc_column][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=””][vc_column][vc_separator type=”transparent”][/vc_column][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=””][vc_column width=”1/2″][vc_gallery type=”nivo” interval=”0″ images=”19040″ img_size=”large”][/vc_column][vc_column width=”1/2″][vc_column_text]

1: fond farewells the top result for ‘pet cremation christchurch’ search.

Now, searching for ‘pet cremation Christchurch’ brings up Fond Farewells as the top result in Google search (see Image 1 to the left).[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=””][vc_column width=”1/2″][vc_column_text]

2. Fond farewells increased traffic – website visitors, page visits and sessions all up by over 25% in this comparison chart.

Looking at the data for Fond Farewells in Google Analytics, we can see that increased visibility has brought about a corresponding increase in visitors to the site and website traffic. We began work on the website in late Feb/early March 2015. Image 2 below encapsulates the improvement in Fond Farewells’ visibility online. Starting from April 2015, website visitors are up 25% over the last six months compared to the previous six.[/vc_column_text][vc_separator type=”transparent”][/vc_column][vc_column width=”1/2″][vc_gallery type=”nivo” interval=”0″ images=”19041″ img_size=”large”][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=””][vc_column width=”1/2″][vc_gallery type=”nivo” interval=”0″ images=”19042″ img_size=”large”][/vc_column][vc_column width=”1/2″][vc_column_text]

3. Fond farewells begins appearing for ‘pet cremation christchurch’ for the first time in march 2015.

Fond Farewells was barely even appearing in results for ‘pet cremation Christchurch’ (their main targeted keyword) before we began work on the website. Image 3 marks when the website began appearing for this keyword: March 2015.[/vc_column_text][vc_separator type=”transparent”][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=””][vc_column width=”1/2″][vc_column_text]

4. Data from the last 90 days (end of dec 2015 – end of mar 2016) for ‘pet cremation christchurch’ – an average search position of 1.1 now and total clicks and impressions both increased.

Lastly, a year on Image 4 marks the progress: an average position of 1.1 for the keyword in the last 90 days, and major traffic to the website on this keyword compared to nothing when we first began the project.[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_gallery type=”nivo” interval=”0″ images=”19042″ img_size=”large”][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=””][vc_column][vc_separator type=”transparent” thickness=”20″][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=””][vc_column][vc_column_text]

Our approach to SEO

We first approach our SEO projects by doing considerable research into the industry and looking at competitor websites. Combined with keywords provided by the client, we can come up with a list of recommended keywords to target. We add to this by using AdWords and Google Trends data to find the popularity of certain search terms and check for any missed keywords to add to our research.

From this data we can begin to create meta content that best describes each page while also targeting specific keywords. It’s best to plan for each page to target slightly different keywords. That way, we can reach the widest audience while still remaining on topic on each page.

Using Google Search Console (previously Webmaster Tools) and Google Analytics, we can track traffic to the website and determine what’s working and what needs improvement. These tools are also essential to ensure the website is listed in Google and configured correctly.

By monitoring the website using these tools, over time we can perfect the SEO strategy until one day – we discovered that our client was at the top for their chosen search term. Now that’s what we call an SEO success story!

Want to hear more about what we could do to improve your website traffic? Call us on +64 9 280 3470 or email us on contact@futurelab.co.nz.[/vc_column_text][/vc_column][/vc_row]