SEO improvements in the real world

Environmental Construction Solutions Limited

Established in 2002, Environmental Construction Solutions Limited (or ECS for short) are specialists in surface and wastewater management, with a successful track record both Nationally & Internationally.

How was the performance of the ECS website judged at the beginning of the project?

In the beginning, ECS was not ranking well and had several toxic links to their site. These issues and errors caused a negative impact on ranking. The website originally had 3 keywords in the top 10 with a handful ranking at around 90.  The average rank for their keywords was around 80th position.

Their website was also developed in an old technology – ASP.NET – and was not responsive, meaning that it did not look optimal on mobile phones and handheld devices.  This, in turn, is a de-ranking factor with the major search engines.

site audit

How is ECS ranking now?

At the time of writing the site has 9 key ranking phrases in the top 10 results on Google with an average position of 65.  Their traffic has doubled which has resulted in a much wider reach to their customer base.

average position

Have there been any other impacts on the website’s performance?

Thanks to the changes to multiple aspects of the on-page SEO, off-page SEO and website build, the website now has much-improved health.  The site now works on over 100 browsers across many operating systems and devices.  The number of issues the site had has been dramatically reduced and moving forward the client has a great platform to market their business.


What are SEO and SERPs?

SEO, short for Search Engine Optimisation, is the process of improving the ranking of a website on search engines.

Split into 2, there is on-page SEO and off-page SEO.  On-page SEO consists of many elements, an example of which is creating metadata on pages and images, researching and using keywords in relevant headings and sub-headings. Off-page SEO are strategies that affect the site externally, such as a links into the site, domain health, social bookmarking and content marketing.

Search Engine Results Pages or SERP are the results of searching on search engines using various keywords and phrases.  Improvements in SERPs are usually the direct result of SEO. An example of a SERP would be the results a user is faced with when they make a Google search. Some examples of SERPs are organic results and paid results; as the name suggests paid results are results that have purchased and are also known as pay per click or PPC for short. Organic results produced by ranking the site for each keyword or phrases using a variety of on-site and off-site criteria.


How did we improve upon ECS’s SERPs?

Firstly, we created a list of keywords and phrases that are relevant to the business and the content within the site. Once we had a carefully researched set of keywords, we worked on the website’s on-page SEO. This consisted of creating metadata for pages, editing existing content, adding new content and auditing tags on images. The addition of metadata marries well with keywords as it informs Google what the page is about and assists in ranking and click-throughs.

We checked each page for possible improvements and made the appropriate changes and additions; both bolstering the relevance of the page to keywords and ensuring that each page had enough text to satisfy the search engines. Having errors, warnings or issues on a site can be toxic to chances of ranking for keywords. Search engines compare your site against the competition; other sites in the same industry with similar keywords and content.

Our ongoing on-site SEO required our continual monitoring of keyword performance.  We reported the rankings of website keywords – making suggestions and editing content where appropriate.  The client received a monthly report, so they could have full visibility to our progress.

We also performed off-site SEO, by conducting an extensive review of all links into the site.  We assessed each one and where a link to the site was deemed toxic – negative to the website – we used our software to remove the link from the search engine databases.


ITC Digitals crowning achievements

Here at ITC Digital, we work around the clock to create the best possible product that we can for our customers.  In this blog, we detail some of our more recent work, give client quotes and back stories of the websites directly from the owners of each.

When making a website we will have multiple engagements with our clients to ensure that everything we are doing meets their requests. We make changes continually, mixing in our own skills and ensure that the product we make is of the highest quality.  Adding in a mix of our skills and experience helps bring the best out of projects.

Not only do we design and launch websites, but we also conduct SEO on some projects. SEO is a complicated process in which we aim to have a website rank high on search engines and continuously ensure that the site is optimized for the user and Google at the same time. Stay tuned for a blog post detailing our Search Engine Optimisation work.

Crown ASL

We are proud to announce the launch of the new Crown ASL website.

Crown Doors and Shutters Ltd was formed in 2007 by the present directors, employing 25 people, and based in a 6500 sq. ft. factory, manufacturing high-quality aluminium systems, steel security and fire products.  It operates from its manufacturing base in Washington, Tyne & Wear.

Crown ASL

Crown states, “In all industries and particularly in ours, the quality of our design capability gives the quality of service we feel all our clients require and deserve.” We completely agree with their statement, we offer our best at every given moment just like Crown.

When comparing our industries, we look like entirely different species but if you look deeper and discover the important facts, you find that we are all the same. We strive to deliver the best possible product and our teams of talented designers and developments all give it their all.

Andrew Mersh from Crown Doors and Shutters explained to us the backstory of his old website. They inherited a website for different business and the customer had it rebranded.  However, that site badly needed updating to meet levels of expectation in 2019. Not only did Andrew want his site to be modern but he also wanted his site to stand out and be noticeable.

Andrew explains working alongside ITC Digital on his website was enjoyable and he had good communication with us stating: “They easily managed our website production, ITC Digital fit around my time restrictions and even did site visits to update me on the progress and review design work”.

Intelligent Gas & Power

Intelligent Gas & Power is a national utility company making a positive difference to business owners large and small across the UK.  They are avid on sustainability and green energy to the point where they fit smart bulbs around their premises to save power and use fewer bulbs overall cutting a huge part out of maintains and costs.

Intel Water2

We asked Simon Edminson at Intelligent Gas & Power about the back story behind his company. Simon explains that living in a time and age such as this, there should be no reason for any business not to have a website. He explained his reasoning behind this as being “if a client or customer hears of your company, one of the first things they will do is google you.

If you don’t have a website nor any online presence, how is anyone supposed to find you? It’s just going to drive them away as your business begins to look shady”. Simon explained that having a website also gives his company a platform to market that service. It allows him to use the site as a showcase tool and a lead generator.

As part of our project in creating the website we were also tasked to create a new brand.  A process of continuous feedback with Simon resulted in creating a brand and company logo.  Key for the designs were the air of credibility and authority.

“There was always something new for me to review and give feedback on”

intell bottle2

During the time that the project was underway to create a website for Intelligent Gas & Power, there was a continues stream of information – both in giving feedback and supplying the content to populate the website.

Simon stated, “There was lots of back and forth between us, there was always something new for me to review and give feedback on, Nikki especially worked hard to make sure there was always something for me to see”.

“ITC Digital was very responsive to our needs”

Simon explained that he was grateful at the fact that we always made sure to fit ourselves around his schedule. He stated that he was happy we even took the time out of the day to do a site visit to show new content.

From this, we gained feedback there and then, this all helped us develop Intelligent Gas & Power’s website. We had instant feedback and could make immediate changes to the site at a moment’s notice.

“we have a good back and forth and they were very responsive” – Simon Edminson

HoloLens 2

HoloLens 2. What even is it?

What is HoloLens 2?

What exactly is the HoloLens 2? Well, it uses a technology known as MR (Mixed Reality). MR is one of three main types of reality VR (Virtual Reality) Actual reality and MR. To really understand what MR is and how it is used we need to explore what AR (Augmented Reality) is. Augmented Reality is as it sounds, it is the process of augmenting the world around us using systems such as holograms a 3D projection that is intractable in the real world. MR is an upgraded and updated variation of AR. Applications of MR and AR have previously been exclusively used for gaming. As the technology progresses so does our ability to use MR in the real world for actual useful application such as architecture, construction, plumbing and electrical engineering.

Reference: Mount Royal University

Microsoft has put aside their ambitions of marketing the HoloLens to gamers.  They took a step back and looked at things realistically by figuring out where, why and who would use the device. Capitalizing on using it as a cost-efficient means for teams around the world to work together and hold conferences. Working on team projects from anywhere in the world without expensive flights or travel expenses

Now the return of investment would not be quite immediate unless you’re having people fly all around the world on a regular basis for business. Say you’re using the HoloLens 2 for internal projects it will help productivity and allow a much more hands-on work ethic. Rising not only productivity but staff morale as they can physically and in real time see the fruits of their labour.

How does it work?

Well, the HoloLens 2 is complex with its construction and proves that Microsoft is years ahead of the game with their technology in construction. The main glasses portion consists of two panes of glass and a membrane that reflects light from the laser projector directly into your eyes. With other competitors, this would mean each unit would need specifying to an individual user. Microsoft took their system to the next level by using two cameras mounted in the nose bridge of the glasses. These cameras point directly to the centre of your eyes sending the information to the membrane. So, the membrane knows where the centre of your eyes are so it can send the laser projected image directly to your eyes. The main body of the device sits around your head like a cap. With the batteries and main processing unit of the device at the back, this makes the entire unit feel level and lighter than the first generation. As for software, the device runs on an edition of Windows designed for the glasses which runs most standard Windows-based software.

Persistent Worlds

When you connect to a HoloLens world the world is persistent, meaning that even when you log off from the world everything stays as it was left. For instance, 6 users join a world where they are working on a team project to design a product and are demonstrating the latest iteration of the said product. All users log off but one notices a flaw in the device and leaves a note mentioning the flaw then logs off. When the other team members log back in they will see the note left by the other team member. The real-world applications of this are almost limitless.

Real World Examples

Say your setting up a new shop and you need to figure out a floor plan and have things prepared to be placed into the correct places. To maximise visibility and ease of access, you can use the HoloLens to place down the shelving units and display stands in places you think would be a good fit. You can visualise what the setup is going to look like or alternatively you could even use this setup to host a store. A digital store in an empty room allows people to come in and put on a headset and shop online. This would lower costs as the shop would not need products in the store. Products could be delivered directly to the customers meaning they won’t have to carry any actual products in stock. In the instance of a plumber, electrician or contractor they can go on-site and visualise the building plan using HoloLens 2. This will allow them to see through the walls and see wires or pipes allowing for faster access. Avoiding unintended and unforeseen circumstances saving not only time but money as well ensuring the job is safely completed the first time thanks to good foresight and planning.

Implementations of this technology for businesses are endless but also for the education sector.  We could implement this system to be used in schools and in training to teach and train others. Say you ran a flying school and you teach new pilots how to fly.  HoloLens provides a cheaper, efficient alternative for building realistic simulators. You can just use the headset and open a simulation program that will give the user a realistic flying experience. This will allow for more training programs with an endless amount of simulations. This allows the user to practice a variety of scenarios such as landing a plane, crash landing, emergency landing and many other possible situations.

Bringing the HoloLens 2 into the education sector and allowing students to use the device will undoubtedly increase the learning standards. Many students learn faster and retain information more while using hands-on learning. Subjects such as history or geography, construction and creativity-based subjects are examples where this device would improve learning. Institutions could use this device to help architectural students understand the fundamentals behind the construction. For example; showing blueprints of buildings in real-time or showing how the structural integrity can be changed by removing or adding supports.

The costs of HoloLens2

What does it cost? Well, the HoloLens 2 costs around £3,500. This seems like a large investment compared to other VR solutions.  However, it has benefits of a mixed VR approach that other competing systems do not yet offer.  It will save companies money in areas such as travel, accommodation, stock handling and education resources.  The return on investment will soon be realised.  Microsoft also offers subscription and trial offers.

Featured Image Reference: The Verge

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