1. Improve Site Quality
Square Repair’s site was screaming out for some technical SEO fixes.
Every single page on the website had a broken canonical tag pointing to the homepage.
That means it was recommending search engines “hey don’t rank this page, show the homepage instead”... for every page.
And there were a LOT of pages.
Every phone model had a unique collection e.g. iPhone 12, iPhone 12 Pro, iPhone 12 Mini, iPhone 11, iPhone XS, iPhone XS Max, iPhone X… you get the point.
Within each collection, there was a product for each repair service e.g. iPhone X screen repair, iPhone X battery replacement, iPhone X charger port repair, iPhone X rear facing camera lens replacement, etc.
We had a theory:
What if we could rank a single page for repairs, screen repairs, and screen replacement keywords for each phone model?
Now we can’t exactly roll something like this out and hope for the best - too risky.
So we tested it on a low selling, obscure model:
The Nokia Lumia 800.
We started by optimising the Nokia Lumia 800 collection page to rank for Nokia Lumia 800 repairs, Nokia Lumia 800 screen repair, and Nokia Lumia 800 screen replacement.
Fast forward a few weeks and the collection was ranking right up there with the product:
Next, we needed to canonicalise the product pages so they weren’t competing against each other. And then roll this out across more collections, monitoring and testing as we went.
The results were staggering…
But more on that later.
2. Expand Bottom of Funnel
At this point, there’s pages in place to rank when you search for every phone model and every repair type.
Samsung S20 screen repair? ✅
Oneplus 5 battery replacement? ✅
But we noticed something pretty interesting:
80% of traffic (and potential) was from Apple and Samsung products. And probably 70% of that was Apple.
More interestingly, the biggest individual search terms with the highest potential were not specific models, they were brands.
- iPhone screen replacement with a whopping 6,800 monthly searches.
- iPad screen repair with 4,200 monthly searches.
Even Huawei has 400 monthly searches for Huawei replacement screen.
Now Square Repair kinda targeted these…
But it was just a collection containing every repair for every single model. Navigational nightmare.
Never mind these pages had almost no internal links and weren’t optimised.
So we had our next core strategy, create optimised brand landing pages that link into each collection, like so:
Did it work? Well, it’s top 5 for iPad Screen Replacement nationally and the highest traffic page on the site, beside the homepage.
But again, more on that later.
3. Optimise Bottom of Funnel
Now we’ve got the site where we want it to be from a quality and navigational perspective, it’s time to optimise.
Some of this is simple:
- iphone 11 screen replacement has 6,400 monthly searches
- iPhone screen repair has 1,500 monthly searches
Guess what we made this page heading 1 (h1)?
Repeat this across 230 phone models, as well as updating the SEO title tag and meta description, and there you have our basic optimisation steps.
But that’s not really enough, not to compete against brands with over £10m in annual revenue and 4x more backlinks from sites like TheGuardian, Klarna, Express, MailChimp, The Telegraph, and more.
So next we had to improve and expand the content page-by-page.
At the time, pretty much every page had identical content. Copy and paste. Brand and model names switched out. That’s it.
We jazzed this up a bit.
Frequently asked questions
And more detailed descriptions, service breakdowns, etc.