Elite Kitchens
Elite Kitchens, a premier kitchen design and installation company based in Cape Town, South Africa, has earned a reputation for delivering bespoke, high-quality kitchen solutions.
Catering to homeowners seeking luxurious, tailor-made designs, Elite Kitchens combines craftsmanship with personalized service to transform spaces into functional works of art.
Despite their industry leadership, the company faced challenges in translating their offline success into a robust digital presence, prompting a partnership with EcoSEO to elevate their online visibility and drive conversions.
Lead Time: 6 Months
Sector: Home Improvement / Kitchen Design
Target Type: B2C
Demographic: Homeowners in South Africa, particularly those seeking luxury, custom kitchen designs, aged 30–55, with a focus on urban and suburban areas.
Website Goal: Increase organic search traffic, enhance conversions (appointment and brochure requests), and improve overall brand authority in the kitchen design sector.
Services: SEO Optimization, Technical SEO, On-Page SEO, Content Strategy, Local SEO, and Link Building
96% Boost
In ‘Request an Appointment’ leads
The Challenge
Elite Kitchens was facing significant challenges with their website’s search engine visibility and overall user engagement.
Despite being a leader in the kitchen design industry in Cape Town, their website was underperforming in terms of organic search traffic and local SEO visibility.
- Technical Issues: The website had accumulated significant technical debt, including nearly 300 broken backlinks and poor internal linking, impacting the site’s SEO performance.
- On-Page SEO: The website’s on-page SEO elements (e.g., titles, meta descriptions, headers) were not optimized for high-value keywords related to kitchen design.
- Local SEO: The website lacked optimization for local searches, which was critical for a business operating within specific geographic locations.
- Content Strategy: The content on the website was not aligned with target user intent, leading to low engagement and poor keyword targeting.
- Broken Backlinks: A considerable number of broken backlinks were contributing to a loss in link equity and negatively affecting the site’s domain authority.
The Solution
EcoSEO addressed the challenges with a comprehensive strategy focused on technical SEO, on-page optimization, local SEO, and content enhancement.
We began with a technical audit to resolve over 300 broken backlinks, restoring link equity and improving site crawlability.
We implemented schema markup to enhance search engine understanding and increase the likelihood of rich snippets.
For on-page SEO, we optimized key pages with targeted keywords for kitchen design and local searches, improving titles, meta descriptions, and headers.
Local SEO efforts focused on enhancing Google My Business profiles and optimizing location-specific showroom pages.
Finally, our content strategy included creating high-quality blog posts and case studies to increase rankings and position Elite Kitchens as an authority in kitchen design.
Technical Seo Audit
Elite Kitchens was facing significant technical issues, including broken backlinks and poor site structure, which were severely affecting its search rankings. These problems prevented the website from achieving its full SEO potential.
To address this, we conducted a comprehensive technical audit, identifying and prioritizing the most pressing issues.
We systematically tackled each problem to lay a solid SEO foundation for the website.
Technical SEO Tools:
- Screaming Frog SEO Spider: Crawled the site to identify broken links, 404 errors, and site architecture issues.
- Google Search Console: Provided insights into site performance, crawl errors, and organic search issues to refine the audit.
- Sitebulb: Analyzed internal linking structure and recommended improvements for better crawlability.
- Ahrefs: Used to perform an in-depth backlink audit, identifying toxic or broken backlinks that harmed the site’s authority. By disavowing low-quality links and fixing broken ones, we strengthened the site’s backlink profile, boosting its SEO performance.
- SEMrush Site Audit: This tool conducted a thorough scan of the website to detect technical issues like duplicate content, missing meta tags, and slow page load times. Its prioritized issue list guided us in resolving critical errors to enhance site health and user experience.
By using these tools, we were able to systematically diagnose and resolve Elite Kitchens' technical SEO issues, significantly improving its search rankings and overall site performance.
Resolve Broken Backlinks
One of the major obstacles was nearly 300 broken backlinks that were causing a loss of link equity and negatively impacting domain authority.
We performed a detailed backlink audit, pinpointed all broken links, and redirected them to relevant, active pages on the website.
This helped restore link equity and significantly improved SEO performance.
To identify these broken backlinks, we used Ahrefs, which also allowed us to assess the overall backlink profile.
Google Search Console helped monitor the status of redirections and check for 404 errors, ensuring the issue was fully resolved.
Technical SEO Tools:
- Ahrefs: Identified broken backlinks and assessed the overall backlink profile for quality and relevance.
- Google Search Console: Monitored redirection status and checked for residual 404 errors post-fix.
- Majestic: Cross-checked backlink data to ensure comprehensive cleanup.
Update Schema Markups
The website also lacked sufficient schema markups, limiting its visibility in search results and preventing enhanced features like rich snippets.
We implemented schema markups for key pages, including local business schema for the showrooms and product/service schema for kitchen design offerings.
This made it easier for search engines to understand the site’s content, ultimately enhancing its appearance in search results.
For this, we used the Schema Markup Generator to create structured data and the Google Structured Data Testing Tool to validate and ensure proper implementation.
On-Page SEO
The website’s on-page SEO elements were not optimized for the target keywords, which hindered its ability to rank highly for important industry-related terms.
We focused on optimizing critical on-page elements like titles, meta descriptions, headers, and content.
Special attention was given to core landing pages and service areas, ensuring they aligned with high-value keywords to improve rankings.
Local SEO - Google My Business Optimization
- Schema Markup Generator: Created structured data for local business and service pages.
- Google Structured Data Testing Tool: Validated schema implementation to ensure error-free deployment.
- Rank Math: Assisted with schema integration on WordPress for consistent markup across pages.
Local SEO - Google My Business Optimization
Another problem was that Elite Kitchens hadn’t fully optimized its Google My Business profile or showroom pages, which limited its visibility in local search results and Google Maps.
To remedy this, we fully optimized the Google My Business profile with accurate business details, photos, services, and customer reviews.
We also tailored the showroom pages to specific local areas, boosting the site’s visibility for geographically relevant searches.
Technical SEO Tools Used:
- Google My Business Dashboard: Managed and updated profile details, posts, and reviews.
- BrightLocal: Monitored local citations, tracked review performance, and ensured NAP consistency.
- Moz Local: Synced business information across directories to enhance local search visibility.
Content Strategy
Finally, the website lacked a cohesive content strategy, and the existing content wasn’t optimized for target keywords or addressing customer pain points.
We developed a content strategy aimed at answering customer questions, offering valuable tips, and positioning Elite Kitchens as an authority in bespoke kitchen design.
We created blog posts, case studies, and service pages that targeted high-volume keywords while aligning with user intent.
Technical SEO Tools:
- Yoast SEO: Fine-tuned metadata, titles, and headers on WordPress pages for keyword alignment.
- Google Keyword Planner: Researched high-value keywords like “bespoke kitchen design Cape Town” to target user intent.
- Surfer SEO: Optimized content for keyword density and on-page SEO best practices.
The Results
In just six months, EcoSEO’s efforts delivered remarkable results for Elite Kitchens:
- Organic Sessions: 60% increase in overall organic sessions during Q1 2024pared to Q1 2022.
- Appointment Leads: 96% boost in ‘Request an Appointment’ leads within the first six months.
- Brochure Requests: 66% increase in ‘Request a Brochure’ leads during the initial six-month period.
- Non-Branded Traffic: 42% increase in non-branded traffic, with a 38% rise in the first six months.
- Local Market Impact: 93% rise in ‘Request an Appointment’ leads and 209% growth in ‘Request a Brochure’ leads in local markets.
Technical Tools:
SEO Optimization, Technical SEO, On-Page SEO, Content Strategy, Local SEO, Link Building
SEO Services
Technical SEO, Conversion Optimisation, Press Release, Link Building, Conversation Rate Optimisation, Mobile Optimisation, Website Speed Optimisation
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