Tufnol Search Engine Optimisation Case Study
The Company
Tufnol Composites Ltd., established over 70 years, produces over 40 types of Tufnol
laminates from their Birmingham based factory, with different resins and reinforcements.
Additionally they produce pultruded glass fibre reinforced composite profiles and
filament wound tubes and machine thousands of finished components every week, custom
made to customers’ drawings. Engineers and designers specify Tufnol for tough, hard-working
components to ensure top class performance and provide solutions.
Tufnol were referred to SynergiDesign’s website design service web by Business
Link in 2005. A re-designed brochure website was provided together with a content management system (CMS).
The SEO Background
The Tufnol name is synonymous with laminates within the aerospace industry but despite
their dominance the Birmingham company was virtually invisible in the search results.
In fact, competitors were using the keyword ‘tufnol’ when optimising their own sites
for the search engines and in order to gain enquiries. Without targeted search engine
optimisation they were getting less than a thousand visitors to
their website each month.
Tufnol needed a fresh website that would demonstrate their progressive approach
and use of cutting edge technology. It was also essential for them to have robust
search engine optimisation to boost their place in the search engine rankings and
attract more visitors to their website.
The Process
- Presentation – SynergiDesign was invited to do a presentation
about their search engine optimisation service to Tufnol executives who were impressed
by the clear explanations of how search engine optimisation can work and the benefits
the company could gain.
- Acceptance –SynergiDesign began to implement their search engine
optimisation service for the Birmingham company.
- Method - SynergiDesign’s SEO service uses only ethical, organic SEO methods. This
ensures the search engines will be attracted to a site when the
selected search terms are used. The use of unethical methods and spurious content
can actually have the effect of being search engine repellent, giving negative search
results.
- SEO and Google Expertise – Tufnol managers selected key
words and phrases that could be used as search terms by potential website
visitors and customers. SynergiDesign’s SEO service analysed these terms for
'actual search engine user behaviour' and c gave consultancy on the optimal search
phrases to use to deliver quality enquiries.
The Search Engine and Google Results
One year later, the SynergiDesign SEO service has moved Tufnol’s search engine
rankings up to number 1 on page 1 of Google using the Birmingham
company’s selected search terms of ‘Tufnol’ and ‘tufnol composites’.
Plenty of other chosen search terms rank on page 1 e.g. ‘high performance laminates’
ranking highly at number 5 on Google page 1.
The number of visitors to the Tufnol website in August 2007 shows a more than
sevenfold increase, with the Birmingham manufacturer’s website receiving
7210 visitors.
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