Google Search Slate roofing

How First Class Slate got back to #1 for slate roofing Sydney

First Class Slate had slipped from the top spot to the bottom of page one and their leads went with it. Fixing the basics and building authority put them back at number one.

I Want Results Like This #1 for slate roofing Sydney
A First Class Slate roofer in hi-vis working on a slate roof
#1slate roofing sydneyFrom bottom of page one
#1Related slate roofing terms
MoreLeads via organic searchSubstantial increase
01

The problem

First Class Slate once owned Google for slate roofing in Sydney. They sat first organically for a spread of slate roofing terms, including the one that matters most, slate roofing sydney. Then the rankings started to slide, and the leads and phone calls slid with them.

A few months on, it was clear their SEO agency's efforts weren't moving the needle. Terms that used to rank first were now at the bottom of page one and still dropping. The brief to us was blunt: get us back to first spot for slate roofing sydney, and lift our leads while you're at it.

What we were up againstRankings sliding from first to the bottom of page oneLeads and phone calls falling with themIncumbent agency's work having no impactKey pages not optimised for target keywords
A slate roof by First Class Slate, with the company ute out front.
A slate roof by First Class Slate, with the company ute out front.
02

What we did

The fix turned out to be simple. We audited the SEO basics across every key page, metadata, heading tags and page copy, and found none of it was optimised for the terms they needed to win. So we rebuilt those foundations, added content to support them, and then set about strengthening the domain's authority.

1Audited the SEO basicsMetadata, heading tags and page copy across the key pages were checked against the target keywords. None of it lined up.
2Optimised metadata and page copyEvery key page was re-targeted at a high-value keyword, with on-page copy updated so those terms were actually present.
3New content with TF-IDF optimisationFresh content went onto the main category pages to back the new metadata, tuned with TF-IDF so Google had the context it needed.
4Built citations and authority linksAll major business directories and local citations were built, then a link acquisition campaign placed links on relevant, high-quality domains.
The First Class Slate team and their fleet.
The First Class Slate team and their fleet.
03

The results

First Class Slate is back in position one for slate roofing Sydney, along with a set of related terms. That brought a substantial lift in organic visitors and in the leads coming through the site, and the business now features prominently across most of the high-value keywords in its industry.

Keyword movement
Search termBeforeNow
slate roofing sydneyBottom of page 11
Once first, then sliding to the bottom of page one. Now back at the top.
The Google result for slate roofing sydney: First Class Slate in the top organic position.
The Google result for slate roofing sydney: First Class Slate in the top organic position.

With the foundations right and the authority building, the job now is to hold first place and keep widening the set of slate terms they own.

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