Herbert Williams Fire Equipment Ltd. – Case Study
Client: Herbert Williams is a leading provider of fire protection equipment and services, with a rich history dating back to 1908. They are committed to safeguarding lives and properties by offering a comprehensive range of fire safety solutions.
The Goal: Elevate Herbert Williams as the premier choice for fire protection solutions in Canada by enhancing online visibility and attracting a wider customer base through organic search. By implementing a strategic approach, we solidify the company’s market leadership and drive growth through increased website traffic and conversions.
The Challenge
The Herbert Williams website was hindered by several factors impacting its online visibility and user experience:
- A non-responsive design created difficulties for mobile users, while outdated content failed to accurately reflect current industry standards and product offerings.
- Suboptimal SEO practices resulted in poor search engine rankings for relevant keywords.
- Numerous technical errors further compromised the site's performance.
- A weak backlink profile compounded these challenges.
What We Did
To address these challenges, a comprehensive strategy was implemented.
- Website redesign to enhance mobile user experience.
- Comprehensive content overhaul aligned with industry best practices and SEO.
- In-depth keyword research and on-page optimization.
- Technical improvements for faster website speed and performance.
- Strategic link building to increase website authority.
Our Results
The strategic improvements led to measurable successes:
Organic traffic
Referring domains
6-Month Organic Clicks & Impressions Comparison
Google Search Console Clicks & Impressions Graph
Organic Keyword Ranking Increases:
| Keyword | Google Position | Google Rank Change |
| drum storage cabinets | 2 | +6 |
| poly drum | 2 | +5 |
| bc fire extinguishers | 2 | +4 |
| alarm strobes | 3 | +19 |
| tank spill | 3 | +4 |
| 1 hour fire barrier | 4 | +8 |
| hazmat buildings | 4 | +6 |
| sla batteries | 4 | +6 |
| bollard posts | 4 | +5 |
| cylinder holder | 5 | +17 |
| column protection | 5 | +6 |
| drum tray | 6 | +65 |
| combination smoke/carbon monoxide alarms | 6 | +12 |
| wet chemicals fire extinguisher | 6 | +10 |
| flammable storage cabinets | 6 | +4 |
| spill containment pools | 6 | +4 |
| conventional panel | 7 | +31 |
| wet chemical extinguishers | 7 | +10 |
| smoke/co detectors | 7 | +8 |
| chemical storage locker | 7 | +5 |
Conclusion:
Through strategic SEO optimizations and compelling content creation, Herbert Williams Fire Protection has significantly enhanced its online footprint. We’ve driven substantial growth in website traffic, increased user engagement, and solidified the company’s position as a trusted leader in fire safety. Our ongoing commitment to excellence will ensure continued success and industry dominance.
SEO Team:
- SEO Strategist Elizabeth Sierik
- SEO Director Mike Zhmudikov