63%
increase in organic sessions
84%
increase in total conversions
46%
reduction in cost per lead
About
Taybar Security has over 27 years of experience providing professional security services across the West Midlands and South Yorkshire. They offer a comprehensive range of services, including keyholding, alarm response, mobile patrols, manned guarding, catering to various sectors.
In recent years, Taybar has successfully expanded its operation by acquiring a number of local security firms, to become one of the dominant forces for security services in the region.
The Challenge
The challenge for Taybar Security revolved around underperforming in local search results despite their established presence in the security sector within the West Midlands and South Yorkshire. Their previous SEO efforts failed to capitalise on the local search potential, leading to insufficient visibility in a market where locality and immediate trust are paramount.
What was needed was a more focused and granular approach to local SEO in order to identify areas of interest at the hyper-local level, and connect effectively with customers seeking reliable, local security services from a trusted provider.
What We Did
- Strategic SEO and content revision: Overhauled Taybar’s website structure and content, designing new key landing pages and optimising them for local SEO.
- Improved UX and page speed: From a score of around 30 – 40 to a 80 for mobile, enhancing user experience and SEO.
- Increase page index rate: Improving the indexability of the website has allowed us to get more pages into the search results and rank for many more keywords.
- PPC campaigns: Implemented multiple targeted Google Ads campaigns to drive traffic to newly optimised local landing pages, and applying CRO techniques for better conversion rates.
- Spam filtering: Developed solutions to filter out spam inquiries, specifically targeting job seekers and non-relevant leads, thereby improving the quality of leads and reducing wasted ad spend.
- Ad Spend Optimisation: Redirecting budget to high-performing channels and focus on relevant, high-intent keywords for their industry.
- Enhanced Targeting: Improving segmentation to reach more relevant audiences.
- Creative Refinement: Utilising A/B testing to improve Google Ad engagement.
The Results
Since we started working with them in summer 2022 we have seen a significant shift in Taybar Security’s local search presence. We have now achieved top three rankings for most targeted local landing pages, massively improving Taybar Security’s visibility in critical local search results and leading to a marked uptick in organic sessions and conversions:
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- A 63% increase in organic sessions
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- An 84% increase in total conversions
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- Keywords ranking in the top three are up from 2 to 14
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- Keywords ranking on page one are up from 6 to 68
As an industry, Taybar’s website attracts a lot of non commercial search, mainly from job seekers. By improving their spam filtering measures Taybar we have created a far more efficient lead management process, significantly reducing wasted resources on non-relevant inquiries.
