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The project

1st Choice Metals is one of Essential’s longest clients, we have been working with them for 10 years. When we started working with them in March 2015; site was unranked and had no traffic. We begin monthly SEO work on a modest budget. Overtime Google Ads was also brought into the mix. The site has been redeveloped twice over the decade, and boasts unique tools to help customers with their purchase.

The Solution

A consistent monthly SEO strategy balancing content and backlink work. Essential created high quality content for the product category pages as well as specific landing pages, and after gaining approval from the team at 1st Choice Metals, we directly uploaded the new content onto the site, interlinking and optimising the on-page as we did so.
We worked to create a variety of high quality backlinks directed to our important landing pages. We introduced the content of the epic guide and created the Guide to Aluminium Grades, which shows both in Google’s AI overview and “People also ask” SERP Features. We have followed up with additional smaller guides. PPC work started as a simple shopping campaign, and grew into multiple Performance Max Campaigns for specific product ranges and materials.
Our work expanded to include: managing the website and plugins; creating image assets & icons; providing training; setting up marketing automation.

The Reaction

The result is 10 years of near continuous growth in the site’s traffic and keyword ranking. Across all channels the site averages an 8%  conversion rate, with over 10 thousand sessions each month.

As the traffic has grown 1st Choice Metals has expanded it capacity in order to keep delivering a great customers experience; which based on their 4.9 stars on Google My Business as well as on Trustpilot, they are doing very succesfully.

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