Expert Electrical Supplies is an SME wholesaler offering a range of high quality LED downlights via its online store www.downlights.co.uk. Based in Rochdale, this experienced lighting distributor has an extensive online selection of products from a range of premium brands, delivered at a competitive price.
WMG started working with Expert Electrical in 2012, when our client’s original website www.downlightsdirect.co.uk had been dealt a severe blow by a Google penalty that sliced their revenue in half. We were initially given the task of recovering the company’s search engine ranking to restore the flow of organic traffic to the site and ultimately revenue generated through sales.
WHAT WE DID
Recovering from such a harsh Google penalty was going to be a mammoth task, and it was clear from the start that the original Downlights Direct site required a lot of work. Therefore WMG decided to re-establish the brand with a new website, to build up an authoritative online presence for our client from scratch. Our team of web developers and SEO experts created www.downlights.co.uk, and got to work on climbing the search engine rankings.
As a new website, improving Expert Electrical’s search engine visibility required a mixture of primary and secondary keywords woven into the content and structure of this new site. By creating pages based around secondary keywords such as ‘downlights for bathrooms,’ we were able to target more specialist terms that would build the authority of the site within these niches and boost organic traffic.
Over the past two years, WMG has enabled Expert Electrical to recover its search engine ranking, flow of organic traffic, and revenue generated from the site, with consistent results that have brought the company back stronger than ever. We have also taken proactive steps to prevent Downlights from being impacted by Penguin updates again, safeguarding the position of this online retailer for the future.
- Establishing the website from scratch, www.downlights.co.uk now achieves a 3650% ROI on SEO investment
- By September 2014, organic traffic year-to-date was up 550% from the previous year at over 100,000 visitors
- September 2014 boasted the highest revenue for the company in over a year
- Downlights now ranks on page 1 for approximately 250 keywords
With such outstanding revenue generated by a small investment in SEO, WMG is set to continue working with Expert Electrical to strengthen its online visibility. By keeping the website up to date and monitoring the implications of Google algorithm updates for the company, we strive to protect www.downlights.co.uk from the competition and any potential threats of Google penalties.