New Dawn Permeable Paving SEO Case Study
A New Dawn for New Dawn: The Optimising Way
New Dawn Permeable Paving specialise in permeable paving for both domestic and commercial clients. Their primary services include porous paving, driveway resurfacing, pool surrounds, and landscaping. Having enjoyed considerable growth over time, their clients include universities and the Royal Botanical Gardens in Melbourne.
The Challenge
Launching a new website and maintaining rankings & traffic
Toward the end of 2017, New Dawn decided that it was time for a brand refresh. Having been an Optimising client since 2015, we mutually decided that this was the perfect opportunity to redevelop the site using our in-house Web Development Team.
It made complete sense: we had been mainly responsible with helping the company grow their online presence for the past 2 years, working with a website that was built by an external agency. Despite this, we maintained strong keyword rankings that have consistently converted well for the company.
This was all well and good, but the existing website ranked extremely well on Google. While developing the new site, URLs had to change due to restructuring of service pages, and content was updated to reflect their current offering.
The Solution
A 100% custom-made campaign done fully in-house
The combination of Optimising’s specialised SEO solutions and savvy web development was exactly the marriage that New Dawn needed. We could pay very close attention to how the site’s design and Content Management System would impact SEO. This guaranteed a rebranding campaign that was 100% custom-made, and which would safely retain their high rankings.
To facilitate these factors, we unquestionably made our content much better than the existing. This was paired with ensuring that the technical aspects of the site (load time, indexability, crawlability, etc) were all in check.
The Result
40% Organic Traffic Increase YoY
New Dawn managed to get the one-two punch that every company dreams of. Not only did they snag a website that ranked high both aesthetically and functionally, their rankings and traffic also improved substantially.
Building on our previous expertise with maintaining their rankings across many ‘must-have’ keywords, we obtained significant long-tail opportunities which have brought in high quality traffic – resulting in a 40% Organic Traffic increase YoY.
