CASE STUDY: AVS Fencing rectifies poor website visibility

AVS Fencing, along with its sister site Sleeper Supplies, supplies landscaping materials, fencing and equipment to a varied customer base. Typical customers include commercial landscape gardeners, building contractors and local authorities, as well as consumers. The brand operates both online and through a number of branches throughout the south of the UK.

Previously, the organisation suffered from poor website visibility for its core range of products and wanted to dramatically increase its ecommerce revenue. In order to address this, in 2011 the business set itself the objectives of improving its natural search rankings and traffic using both branded and non-branded keywords.

Working with SiteVisibility, who had a proven track record of success in the ecommerce sector, AVS Fencing deployed a combination of on- and offsite SEO tactics in order to reach its target audience. Firstly, the website was optimised from a technical point of view so that when search engines looked through the site, they could easily identify keywords and terms the site wished to rank for. In addition, a keyword strategy was developed and meta-data for top-level pages and categories was created.