SEO Case Study - GME Painting Contractors

The Objective

With their head office in Wakefield, West Yorkshire, GME are one of the leading providers of commercial painting and decorating contract services in Yorkshire.

As a fellow BNi member, Gavin Esberger, Managing Director of GME approached Norther Media because he wanted to accelerate the growth of his business. At that point the majority of their enquiries were coming from face-2-face networking, which was fine but this was extremely time consuming and he wanted to find a way to generate more inbound leads without demanding more of his time.

Furthermore Gavin wanted to generate larger commercial project work, reduce the volume of domestic projects and target work specifically in Wakefield and Leeds.

Solutions offered

In the first instance Northern Media undertook a complete design and SEO analysis of the GME website to assess whether we could work with the existing site or needed to start from scratch. Using our silktide software, we looked at some key SEO metrics including:

  1. Content quality
  2. The regularity of content updates
  3. Social media activity and followers
  4. Volume of quality of back links
  5. Whether images were Alt tagged
  6. Whether the website had a blog and RSS feed
  7. Internal page links
  8. Domain name age
  9. Page load speed
  10. Content updates across the site
  11. Page rank
  12. Trustflow
  13. Scheme Markup
  14. Meta Titles and Meta Descriptions
  15. H1, H2 & H3 Header tags
  16. Use of video content
  17. Graphics or text converted to html

Whilst there was certainly room for design improvements, Northern Media felt they could work with the existing website, so a plan was put in place to a) implement a range of initial site infrastructure and technical SEO changes and b) undertake ongoing content generation, link earning and social media activity.

The Results

GME have seen a huge increase in both the quantity and quality of inbound enquiries from their website. Within six months the website was ranking in position one (organically) of Google for primary target keywords such as ‘Painting Contractors Wakefield’ and in the middle of page one organically for search terms like ‘Painting Contractors Leeds’. GME estimate that the website is now delivering in excess of £200K / annum in prospective inbound enquiries, on a modest SEO budget.


“The reports that I receive from Northern Media every month prove that the SEO campaign is working, but equally they come to my office and talk me through what the reports mean, what’s working and what they are going to be focusing on the next month. Everything is transparent. At GME, we track the source of lead for every enquiry we get, so we know the SEO campaign is working. We recently won a contract for a 51 bedroom student accommodation in Leeds, which came from our website. I don’t think we would have got those types of enquiries if it wasn’t for the work Northern Media were doing”

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