MSite is a leading provider of tailored construction workforce management solutions, including hardware and software that enhance construction workforce safety, productivity and sustainability. 

At the time, MSite updated their value proposition to future-proof the business and needed SEO support to drive brand awareness around their new positioning, raise non-brand organic visibility and improve the quality of organic leads. 

They wished to take their brand messaging away from being hardware and software focused, to instead providing the whole suite of workforce management solutions. This also included the desire to target the brand messaging to a newly defined target audience, which included health and safety, operations, procurement, quantity surveyors, project managers and site managers.   

To strengthen the website’s technical foundation, which formulates the basis of successful SEO, we implemented site speed fixes, enhanced UX, redirected broken links, optimised URL structures and incorporated schema markup. Our on-page strategy included auditing MSite’s current organic performance, conducting competitor research, and executing keyword and content optimisation. We refined existing content, introduced new pages, improved internal linking and made conversion rate optimisations (CRO). Additionally, we repackaged their services and revised the sitemap to align with a new value proposition while safeguarding organic performance. 

Post-optimisation, we focused on off-page enhancements, including strengthening their backlink profile through PR-driven content distribution, securing high quality backlinks to enhance online authority. We also optimised their Google My Business profile to boost local SEO visibility. Finally, we delivered content recommendations to guide users through the entire conversion journey, from awareness to action. 

From the six months of SEO work throughout February to July 2024, we exceeded the KPIs set, despite overcoming challenges such as Google algorithm updates, repositioning the business and reducing the over-reliance of branded terms which previously impacted growth for them. 

The total number of branded and non-branded keywords increased from 667 to 879, a 32% increase. The positions were as follows in 2024: 

With the focus on enhancing performance for non-branded terms which would generate conversions, and the shift in brand messaging to workforce management, they are now ranking first in Google for many high-value search terms – above highly authoritative competitors. 

MSite’s business impact metrics such as conversions and website enquiries increased by 15% from an average of 122 per month to 140. Their website enquiries included email clicks, telephone clicks, file downloads and HubSpot form submissions. Lead form views are up 922.2% and submissions are up 117.3%.