Case Study of We-bore-it

Case Study of
Case Study of
Business Model :Nationwide company specializing in directional boring and trenching services for both commercial and residential customers. We are known for our great service, excellent customer support, and affordable prices.

We-Bore-It has been providing directional boring and trenching services to the cable, Telecommunications and Wireless industry since 1990. The company was founded with the idea of uniting multiple contracting companies under one umbrella company. After years in the industry, and valuable feedback from customers and partners it became clear that they wanted an expansion on operations from that of local to that of a regional or even nationwide operator. Our goal is to offer our residential and commercial customers a service that focuses on all their underground construction needs.

Case Study of
  • Website:
  • Industry:Directional Boring and Trenching Services
  • Target Market:US (llinois, Indiana, Minnesota, Michigan, Missouri, North Carolina, South Carolina, Florida, Georgia, Alabama, Mississippi, Texas, Arkansas, Kentucky, Kansas)
  • Challenges:

    As We-Bore-It was newly created, we had to start from the scratch. The SEO challenge that we faced at the beginning of the campaign was the Google Indexing of all the website pages. Also we had to focus on proper keyword research & targeting with on page optimization. Above all, the major challenge was:

    • 1) High Competition
    • 2) No Backlinks
    • 3) Low Conversion Rate
    • 4) Lack of Social Media Presence

Our Findings :

YourSEOPick team came out with following findings that were barriers for We-Bore-It's poor performance on search engines.

Missing Title Tags:

Title tags are the most important on-site element to influence rankings. Title tags should be unique for each page with the brand at the end and the primary keyword at the beginning. Adding a unique title tag to each page summarizing the focus of the page will improve relevancy and search engine rankings for targeted keywords. During our technical assessment, we found that no title tags were used.

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Missing Meta Descriptions:

Meta descriptions are displayed in search results much like paid advertisements. Optimized meta descriptions are known to improve click through rate. Meta descriptions should include a call to action and align with the title and H1 tag of a page. We found that no meta descriptions were used.

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High Page Load Time:

With continuous algorithm updates, the search engine giant, Google, emphasized on saving low page load times in order to improve user experience. In his update, Matt Cutts, Google’s Webspam team head, specified that the new algorithm update will consider site's page load time as an important factor for rankings. While technical assessment, YourSEOPick team tested the page load time & found that site takes 10 seconds which was slower than 40% of all tested websites.

The main factors that contributed to high load time were large css files, improperly optimized images & scripts, missing browser caching etc.

Missing Heading Tags:

Heading tags outline the hierarchy of content and must be unique to each page to help search crawlers understand the topical focus for a specific page and its subsections. Adding unique H1 heading tags to each page summarizing the focus of the page will improve relevancy and search engine rankings for targeted keywords. During our technical assessment, we found that h1 header tag used on the site were not optimized.

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Domain Authority & Trust:

The domain authority of site is an important factor that ranks the site as high- quality or low- quality. It is measured on a 100 point scale, with any site above 40 being considered a fairly good quality site, and sites above 70 being considered truly high quality. When YourSEOPick team tested We-Bore-Its's domain authority as compared to competitors, we found that it was 10 (out of 100) which states that the site's quality is poor in terms of trust & authority & requires attention.

How we did it?


If you are taking your business over the internet with the help of your business website, you will have to increase your organic traffic. As We-Bore-It intended to convert visitors in Illinois, Indiana, Mississippi, Texas etc. we started with gaining maximum traffic from these locations which can be converted into customers. On-page optimization had to be taken into account first, followed by off-page optimization.


Phase 1 – Website audit

Prevailing website was assessed against a list of checkpoints including major ones like website errors, design issues, links, url health, meta tags, content quality, robots.txt, file size, alt tags, sitemap etc.

After completion of website audit, major issues found with website were as follows,
  • Poor Page Speed
  • Missing alt tags
  • Images not optimized
  • Improper meta tags
  • CSS & HTML Issues
  • Improper Keywords
  • 404 Pages
  • Improper Sitemap.xml
  • Broken Links
  • Poor Backlinks

Phase 2 – Keyword research

Extensive keyword research on keywords suggested by clients, like “Directional Boring Directional”, “Drilling Directional Boring Contractors”, “Horizontal Directional Drilling” was performed using keyword research tools like Google Adwords.

The process :

  • Extracting the search term from each page of the website
  • Generating list of most relevant keywords
  • Analysing the keywords used by Competitors
  • Finding number of search results and global searches per month for each keyword.
  • Derivation of most appropriate, profitable generic keywords based on KEI and client demands
  • Derivation of secondary & long tail keywords for inner pages and specific pages.

Phase 3 – Onpage optimization

As it was a “heavy weight” website with enormous number of images and javascript, onpage optimization was performed with content optimization in core of all onpage factors. Google webmasters tools and Google Analytics Account was set up to track the website errors & analyse the website traffic respectively. Apart from content optimization, was optimized for URLs, loading speed, image alt texts, meta tags, CSS & HTML Issues, 404 Pages, W3C compliance, Broken Links and various other onpage factors.

Phase 4 – Website testing

Website assessment for errors, bugs, content mistakes and usability was performed to check out website's SEO health after onpage optimization.

  • Post optimization report sent to client.
  • Website finalization with client approval.

Phase 5 – Offpage optimization

As targeted specific locations, the core strategy for off-page optimization was set towards creating high quality natural back links, and social influence back links along with niche backlinks that could significantly help this kind of site to get higher rankings. We initiated by doing Article Submissions in high pr quality article sites. The title of the article focused on the generic keyword with inner category link in the body content.

Offpage optimization

At the later stage, YourSEOPick team continuously kept going with content sharing comprising of Blog Submissions,

  • Offpage optimization

After finishing content syndication activities, we moved ahead to our next step as per our devised strategy with Blog Bookmarking.

  • Offpage optimization

The next step which we followed was creation of Social Media Pages for the business on LinkedIn & Twitter. Also we started working on Social Media Marketing to drive targeted traffic.

  • Offpage optimization
  • Offpage optimization



One key indicator of the success of this type of SEO campaign is based on how well non-branded search terms, terms that do not include the root of the company name, drive traffic to the site. In reviewing the Analytics for We-Bore-It, we found a drastic increase in organic search traffic for key phrases that do not include the root of the client’s company name.

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Within a short period of time, we were able to hit the bull's eye by achieving the increased non-branded organic traffic & accomplished the following targets:


YourSEOPick Increased
  • 77.73 %

  • 424

    Unique Users Daily Sessions
  • 886

    Unique Page Views Sessions
  • 1926

    New Users(Monthly) Sessions

Within 2 months of launch, we-bore-it ranked on first page for few keywords. Then we targeted more generic and highly competitive keywords and almost after 6 months they got placed on first page for various major search engines such as & Below is the table showing list of keywords and their search engine rankings after 6 months of SEO services by YourSEOPick.

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After huge increase in search engine visibility and traffic conversions, our future projection for we-bore-it is to

  • Acquire 1st positions for each of the target keyword.
  • Increase social reach by Facebook and LinkedIn fan pages
  • Focus on quality link building for gaining more web traffic.
  • Make SEO strategy meeting the requirements of the market and business.
  • Focus on getting organic listing through paid methods like PPC (Pay Per Click) and carrying out Ad Campaigns in Social Media Sites like Facebook, Twitter & Google+.
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