When we started working with 1st Choice Metals in March 2015, the site was unranked and receiving no traffic.
We were to start monthly SEO work, on a modest budget.
Case Study: 1st Choice Metals
>720
keywords on page 1 of Google
>8,000
organic visits per month
260
SERP feature appearances
The Project
The Solution
We delivered a consistent monthly SEO strategy that balanced content creation with backlink development. Essential Marketer produced high-quality content for key product category pages and targeted landing pages. Once approved by the team at 1st Choice Metals, we uploaded the content directly to the site, optimising on-page elements and strengthening internal linking as part of the process.
To support this, we built a diverse portfolio of high-quality backlinks pointing to the most important landing pages. We also developed major content assets, including the Guide to Aluminium Grades, which now appears in both Google’s AI Overview and key SERP features such as People Also Ask. This has since been complemented with additional smaller guides.
In time, we incorporated a Google Ads strategy to support further growth. PPC activity began with a simple Shopping campaign, and has since evolved into a series of Performance Max campaigns tailored to individual product ranges and materials.
Our involvement expanded over time to encompass website and plugin management, the creation of image assets and icons, training support, and the implementation of marketing automation.
1st Choice Metals is one of Essential Marketer’s longest-standing clients, with a working relationship that spans 10 years. The website has since been redeveloped twice, and now includes a range of unique tools designed to assist customers throughout their purchasing journey.
The Reaction
The result is 10 years of near continuous growth in both traffic and keyword rankings. 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 its capacity in order to keep delivering a great customers experience. And based on their 4.9 stars on Google Business Profile and Trustpilot, they’re doing this very successfully.