*Permission was granted to share this project
This client, an agency providing rental cooling & heating equipment, needed on-site SEO optimization from head to toe. Upon initial crawling of their website, I approximate that over 75% of their pages were missing titles, meta descriptions, and headers. Additionally, all their website images were missing alt tags. And for those HTML elements that weren't missing, nothing was optimized according to SEO best practices.
The client’s website contained a total of 417 internal pages, therefore, some prioritization had to take precedence. In other words, my main focus was going to be on optimizing their website's most important pages (at least at first). In my opinion, those were the individual pages for each of their rental products (i.e. air conditioners, heaters) as well as the overlying category pages (i.e. cooling rentals, heating rentals). I deemed these pages as the most important because of keyword research I had conducted on SEMrush.
Overall, I found that there was a plethora of search terms specifing the individual rental products that the client had available. That is, rather than search terms for rental cooling & heating companies in general. For example, the search terms ‘portable air conditioner rental’ and ‘heater rentals’ has 1,900 monthly searches and 1,600 monthly searches respectively. 'HVAC rental company’, on the other hand, only has 20 monthly searches. Low search volume was the case for all those search terms that described the type of business that this client was.
Since the client already had separate pages set up for each of their rental products, that meant I could optimize each page for the search term that was most relevant to the product on the page itself. Doing so would then allow these pages to appear on the SERPs for the target search term and, ultimately, lead to increased traffic.
In terms of my keyword research process, I started by brainstorming search term ideas that I believed would make sense for the client to rank for. This was before I even opened SEMrush to analyze search volumes, difficulties, and search intents. When I finally began to utilize SEMrush, though, the first thing I did was take some of the client’s competitors and plug them into the domain overview tool. That way, I could see what search terms that these competitors were ranking for and, in general, discover what was relevant to the industry as a whole. Throughout this process, I had list in place to add relevant keywords along the way. Although most of the keywords I uncovered didn't make the final cut for on-site optimization purposes, they allowed me to provide the client with a foundation for coming up with ideas that could be used for the their existing blog.
The spreadsheet where I made all these suggestions for on-site optimization can be downloaded by hitting the button below. Check it out to see what I actually did and what the tangible outcome of this project was.
