How ABD IronWorld Secured the #1 Spot on Google for 'Metal Fence Ottawa'

ABD IronWorld is now a leading provider of iron fencing and gate solutions in Ottawa.

The SEO Problem

ABD IronWorld, a company specializing in iron fences, gates, and railings for both residential and commercial properties, approached us in March 2024.

ABD IronWorld's Ottawa office.

Their website was not optimized for mobile, had a confusing menu, and lacked structured content, all of which impacted their Google rankings.

Their goals were to:

Get them to show up on Google for all their services and types of fences, making sure they were visible to all potential clients.

Fix the mobile menu as it was non-functional. Was impossible for mobile users to navigate the site.

Improve desktop navigation as it was confusing. Users were struggling to find the services they needed.

Enable clickable phone numbers to make it as easy as possible for clients to get in touch.

Address visibility issues like hard-to-read white text, ensuring that no information was missed due to poor design.

Improve website loading speed, especially on mobile, to make sure no potential client leaves before seeing their offerings.

Our SEO Solution

1. Technical SEO Improvements

ABD Ironworld’s website had several technical issues that were holding back its performance, particularly on mobile devices. Our approach included:

We completely overhauled the mobile menu to allow users to navigate the website. The previous mobile menu was hidden and not visible to users.

Before and after: On the left, the missing button made mobile navigation impossible. On the right, the visible button now makes it easy for users to navigate the site.

The original desktop navigation was difficult for users to find services. We added dropdown menus and created appropriate pages for each service, making it easier for users to find what they’re looking for.

We made all phone numbers clickable across the site, increasing the chances of securing new leads.

Old desktop menu: No drop-downs and a hidden contact button made it difficult for users to find services and get in touch.

New desktop menu: Clear drop-downs showcase all services, with the contact button and methods prominently displayed at the top.

Used Screaming Frog to identify and fix all technical SEO issues, including missing H1 tags, broken links, and pages lacking internal linking.

Screaming Frog: Our go-to tool for identifying and fixing all technical issues on the website.

2. Keyword Research

We did a thorough keyword research analysis to find what potential clients were searching for:

Service + Location Keywords: We discussed with the client to understand all of their services. We then combined all the products and services with the ‘Ottawa’ location to create targeted landing pages.

Competitor Analysis: By analyzing competitors in the area, we discovered additional keywords that ABD Ironworld could target, ensuring they appeared for all relevant searches.

3. On-Page Optimization and Content Creation

The next step was to create content that was both engaging and search engine friendly.

Service Pages Creation: Our team created many new service pages such as 'Aluminum Fence,' 'Aluminum Railings,' and 'Metal Gates' to cover all of their services.

SurferSEO: This tool allowed our team to optimize existing content and add additional relevant sections that competitors were using, such as installation processes, FAQs, etc.

Content Structuring: We restructured the pages to include only one H1 tag per page, focusing on the intent and service area.

Optimized page that now ranks #2 for 'Aluminum Fence Ottawa.'

SurferSEO was key in crafting content that helped 'Aluminum Fence Ottawa' rank second.

4. High-Quality Local Link Building

Link building was a crucial part of our strategy to increase ABD Ironworld’s local search presence:

Local Focus: We targeted links from Ottawa-specific websites, particularly those related to home improvement, construction, and related industries.

High Impact Links: Our link-building strategy starts with the most impactful, location-relevant links and gradually moving to broader but still relevant industry connections.

Increased referring domains from 75 to over 100 in just a few months, increasing it's ranking on Google.

Our Results

Ranking position #1 on Google for Steel Fence Ottawa.

Ranking position #2 on Google for Aluminum Fence Ottawa.

Ranking position #1 on Google for Metal Gates Ottawa.

Ranking position #1 on Google for Wrought Iron Gates Ottawa.

Increased engagement to around 2 minutes per session after fixing the menu issues, meaning users were browsing services and increasing the likelihood of making a call.