Case Study: First Choice Assembly
The Project
First Choice Assembly is a UK-based specialist in electronics manufacturing, with PCB Assembly being one of their core commercial services. The challenge was clear and time sensitive.
They wanted to rank highly for the extremely competitive search term “PCB Assembly” and had a firm deadline of 19th December, when they closed for Christmas. If meaningful ranking improvements were not achieved by then, they planned to move on to another provider.
At the time, the website was struggling to gain traction for the keyword, despite having multiple pages referencing PCB Assembly. A deeper review showed that previous SEO work had created a structural issue that was actively holding performance back.
The task was not just to improve rankings, but to do so quickly, decisively, and sustainably in one of the most competitive areas of their industry.
The Solution
The first step was a deep keyword and site architecture analysis. This revealed that multiple overlapping pages were competing against each other for the same PCB Assembly keywords, causing keyword cannibalisation and confusing search engines.
To resolve this, the site structure was streamlined by consolidating fragmented content into one clear, authoritative PCB Assembly service page, supported by an in-depth Ultimate Guide designed to build topical depth and demonstrate expertise.
The main service page was then rebuilt from the ground up using detailed keyword research and competitor analysis. The content was structured specifically around search intent, ensuring it closely aligned with what decision makers were actually searching for.
Relevance and authority were strengthened further by significantly improving internal linking, sending clear signals from across the website to the PCB Assembly page. Supporting blog content was also added, with each piece strategically written to reinforce expertise and link back to the core service page. Alongside this, a focused backlink campaign was implemented, including guest content and placements on high authority, relevant websites to strengthen both domain and page authority.
This combined approach addressed technical SEO issues, content quality, site structure and off-site authority in parallel, allowing results to compound quickly. By 12th December, just days before the deadline, First Choice Assembly ranked 2nd for “PCB Assembly”. With continued optimisation and authority building after Christmas, the page moved into 1st position, where it now consistently ranks.
Ongoing blog content continues to reinforce expertise and protect that top position.
The Reaction
The result exceeded expectations.
Not only did First Choice Assembly hit the ranking goal before their Christmas deadline, but they secured a top position for one of the most competitive keywords in their sector. The client was delighted with both the outcome and the clarity of the strategy. Rather than a short term fix, they now have a scalable SEO framework built around authority, relevance, and long term growth.
As a result, further SEO challenges are already lined up, with continued work planned to build on this success and target additional high value keywords across the site.
“Great news that we are ranking 1st for “PCB Assembly”, “Thanks for all your effort on this, will think of the next challenge for you.”
— Tim Powell, QA/IT Manager First Choice assembly