Euro Pacific, Ausmove and British Shipping are International Shipping Companies specialising in moving people to Australia, the UK and Europe.
A great way of targeting different markets is to have separate websites for each market. Its also a great way of being able to target multiple phrases and be relevant for them all.
The Ausmove.co.nz website has the greens and yellows, koala’s and kangaroos of Australia. It is an international moving company specialising in helping people [moving to Australia]. If you’re moving to New South Wales, moving to Victoria, moving to Queensland), or any other state, Ausmove can help.
Then there is the international moving companies Europac website, covering all aspects of the business, the ‘Mothership’. Being the more established website, is has been the one receiving many of the inbound links, and has been ranking better on the search engines.
On page SEO
All sites basically needed the same work done to them. The developers had worked hard at optimising the pages, but their work needed a little tweaking. Its great to bring in the experts, but we also work hard at training up developers. Ausmove will be used primarily for the case study in this article.
The developers of Ausmove had done the on page SEO very well. The titles (as in browser titles) were well done, containing the search phrases for the pages. However some of them were over the 70 character limit that Google takes for their results, so we had to condense some of them. We added their search phrases into the page content, and made sure they had an <h1>.
We had to write some Meta descriptions for the pages containing the search phrases so Google could use it for its results snippet. When writing these it’s important to keep within the 155 characters as Google will otherwise show broken sentences and paragraphs in its snippet, separating them with …?. This looks messy and unprofessional. You lose control of your marketing pitch, as you can’t control the 155 character snippet Google shows in its search results.
Content on pages
On the home page we optimised mainly for international moving company?, Moving to Australia? and similar phrases. The site already had dedicated pages for Moving to New South Wales? and the other states of Australia, which we optimised for the specific regions.
There were also some other pages we thought we should optimise, like Moving Insurance? and Quarantine Regulations?. The other pages, like Testimonials? weren’t of much value to users or search engines so they were left untouched.
We added an .htaccess file (the site is running on an apache server) that made sure there was only one URL per page. Often on sites you can access it via http://www.domain.com and http://domain.com Then there is the additional homepage url of http://www.domain.com/index.php. We put in place some rules to account for these scenarios, and 301 redirect them all to http://www.domain.com. While Google does try and combine all the alternatives into one url, we prefer to make the decision ourselves. One less thing that could go wrong.
Linking is an important part of SEO. Sharing the love? is a required part of site survival. We link through to the client’s website on this page, on other clients pages, and in directories. In return we place a link back to SearchMasters on the home page of the client’s site. Google is harsh about link types and quality, so we wrote a conditional so on the site, our link only appears on the home page.
If is appears on other pages, Google sees that it is used on all pages, with no unique content around it, and it’s in the footer, so it will more likely disregard the link entirely. A precaution to avoid this is either write a conditional so it only appears on the home page, or it appears on all pages but adds rel=?nofollow? to the non home page links.
What to take away from this article
The main thing you should take away from this article is knowing how important it is to be pedantic about having the words on your pages.
You MUST have the main search phrases you want to rank for in your browser title, your Meta description, your <h1> content title and most definitely the content. If you ensure you have your search phrases in all these places, that is often enough to start ranking well without the additional help of links.