Our client, Auerbach & Steele are a leading luxury optical and eyewear store based in London. It was very important that every aspect of their website design and their search engine rankings reflected their luxury brand.
In order to achieve what we wanted for Auerbach & Steele, we had to make sure we fixed all website errors and provided optimised meta-data and images. In more detail, here is how we helped Auerbach & Steele with their SEO and website.
Meta-data
One of the main focuses when aiming to boost the performance of a website on Google or Bing is to make sure that the meta-date is optimised and written well. We analysed the current meta-data and identified where it was missing. Then, we updated it to make it more SEO friendly with the current Google algorithm in mind.
Meta-data consists of meta-titles and meta-descriptions which should all feature target keywords such as bespoke glasses and boutique glasses, and also alt-text should be present on each image used on the website so that Google can read them. Carefully constructed and well written meta data can quite literally be the difference from ranking on the first couple of pages on google and on the last few or just lost somewhere in the middle. Google will prioritise pages dependant on optimisation, relevance to the search and how well written it is.
Website clean up
Like with all of our clients, we conducted a full clean-up of their website to make sure it was optimised and all errors were removed. A site clean-up involves identifying the errors and broken links and simply redirecting them to a page that works.
Having broken links and crawl errors present can seriously affect the speed and the user experience of the website, since the user may not be able to find where they want to go and give up. Furthermore, Google favours a website which is considered clean and ideally not showing errors to their users.
Adjusting to the new algorithm update
Google will regularly introduce new algorithm updates to continue to clean out the web search results and ensure that the most authoritative and useful sites are ranking. The most recent update was introduced in early August 2018 and the key points including making sure the mobile version of the site is readable and easy to use and ensuring good site speed to aim the user experience.
We have rigorously tested the Auerbach site to ensure that every page works on mobile effectively and have used a range of techniques to ensure that the site speed is effective. Using Google’s Pagespeed Insights Tool, they provide suggestions so you can stay on top of speed including image compression, browser caching, js compression and more.
We are delighted to see Auerbach and Steele ranking in position 1 and 2 for all their main keywords in the Chelsea and Kensington area. We continue to work on more competitive terms such as bespoke glasses, luxury glasses and boutique glasses and expect these to rank on page 1 within 3 to 6 months.