SEO for Phoenix Safe

Background

Phoenix Safe Company is one of the oldest manufacturers of safes and security products in the UK. The company provide secure storage for both commercial and domestic premises.

For people searching for safes, a reliable product is essential, combined with a trustworthy brand. While the Phoenix Safe website doesn’t sell direct to the public, it is vital in promoting the product range and directing visitors to vendors where they can make a purchase.

The site also provides support and product registration for purchasers of safes, who will be looking for a long term usage from their safe.

Challenges

Phoenix Safe operate in a highly competitive industry. Their products are known and sold internationally. Therefore it is important for Phoenix to develop new products relevant to modern requirements and market them to new audiences.

Increasing traffic to their site, particularly from potential customers, was key to their business development. They already had a proven product range with satisfied customers – the challenge was how to utilise this to reach their new targets.

Solution

In order to help Pheonix reach these goals, we undertook a comprehensive SEO programme, covering areas such as:

Keyword analysis
Optimising page titles, meta descriptions, headings and alt tags
Resolving indexing issues and Google Search Console
Setting up performance tracking metrics in Google Analytics
Associating target keywords with specific pages and optimising page content accordingly
Improving internal links to target pages
Adding relevant backlinks where appropriate
Setting up Google Business page
Providing guidance for optimising new content with regard to SEO
Reviewing sitemap.xml to ensure all pages are being indexed
Optimising for mobile performance

Whilst Phoenix Safe are a leading manufacturer of security products, they operate in a highly competitive area. Emphasising their unique selling points, such as their distinguishing features and the historic reliability of the brand, was a main focus of the campaign.

Phoenix Safes have a large product range, which is sold by a wide range of established vendors. Utilising this for link building and strengthening the authority of the website enabled us to improve the standing of the site in Google and other leading search engines.

Throughout the campaign, we tracked the performance of the pages and the rankings of the associated keywords and made adjustments accordingly.

Results

Phoenix Safe saw steady growth across a series of metrics, including:

Search engine ranking for target keywords
Number of keywords for which they appear on page 1 of Google
Click throughs to the Phoenix Safe website from organic search
Number of keywords that return Phoenix Safe in their results

These improvements in the metrics resulted in increased traffic to vendors’ product pages from the Phoenix Safe website.

Keyword Analysis

On-Page SEO

Technical SEO

By emphasising their quality, reliability and relevance to clearly defined audiences, Phoenix Safe increased their online exposure and more sucessfully promoted new product ranges.