Campaign Overview:

The client, Fireescape Repair NYC, is one of the eminent contractors in New York City, delivering unparalleled fire escape safety and maintenance services to all residential and commercial clients. With a team of licensed and insured professionals, the company specializes in fire escape inspection, certification, installation, repair, painting, and maintenance. Adhering to the NYC Fire Code, our client emphasizes providing a safe and sustainable living environment.

Challenges:

Fireescape Repair NYC struggled to rank in the organic search and map listings despite proposing proactive solutions for all fire escape requirements. This significantly affected their online visibility, which resulted in decreased web traffic. Hence, their primary concern was the failure to receive calls and enquiries, which refused to generate potential leads. Our client could not make a potential impact on their target audience, the US market, leading to insufficient conversions. Naturally, the decline in selling services fetched poor ROI, making the company suffer a considerable loss.

So, they approached the competent digital marketing professionals at Black Marlin Technologies to improve their online visibility through improved search result rankings and appearance in the map listings. The fundamental objective of our client was to attract the target audiences and generate qualified. After performing a website audit, we found the following issues:

• Keyword Research– The keywords used in the website content were insufficient and lacked strategic placement. Also, they did not target the appropriate keywords with high search volume.
• Poor Website Structure– Internal linking in the website was very poor which highly affected the engagement rate. Though there were visitors, the website could not propel them to become paying consumers.
• Meta Tags and H1 Tags Issues– Most meta tags and H1 tags were poorly structured because they did not use relevant keywords. It considerably compromised the crawlability and indexability of the web pages.
• Duplicate Content– Our experts found that many of the web pages featured similar content, and some blogs were republished across various platforms. Evidently, the organic rankings came down and so did the user experience.

Therefore, we particularly had to work on website optimization and link building to encourage visibility, attract organic traffic, and increase engagement.

Solution:

For Fireescape Repair NYC, the primary concern was the lack of online prominence and credibility. Hence, our SEO experts emphasized optimizing the on-page and technical elements of the website along with improving the website design and structure. So, the SEO strategists at Black Marlin Technologies implemented the following strategies:

● Website Revamp

To improve the functionality, crawlability, and indexability of the website, we gave it a completely new look by revamping its design and structure, including the template, colors, fonts, etc.

● Content Creation

We performed keyword research, and our copywriters created relevant and valuable content that would help the site rank in organic search. Additionally, we removed duplicate content and used 301 redirects to improve user experience.

● Internal Linking

Our experts focused on strengthening the internal linking framework of the website to attract the target audience and increase audience engagement. It also enhanced the navigation and browsing experience.

● On-Page Optimization

For search engine ranking, on-page SEO plays a pivotal role. Hence, we optimized the images, meta tags, page titles, H1 tags, Alt texts, and URLs. Our professionals emphasized content quality because it is the core of online dominance.

● Technical SEO

Fostering an extraordinary user experience is the key to increasing conversions. We optimized page speed, mobile friendliness, and compatibility and implemented structured data for a seamless browsing experience.

● Link Building

Trustworthiness and niche expertise are a prerequisite to establishing domain authority. Therefore, through link building practices like guest blogging, content distribution, articles, etc., we ensured receiving backlinks from high DA sites. It is undoubtedly a tried and tested approach to generate qualified leads and promote conversions.

The Result:

Google Analytics Report

Google Webmaster Tool Report

Google Rankings Report