Case Study of Wilson Moulding

Case Study of
Case Study of Wilson Moulding
Business Model : Committed to providing our customers with the highest quality products and services. All our frames and mouldings are custom made to order and are made of only the finest quality wood moulding and materials.

Wilsonmoulding is a leading name in wholesale picture framing in New York, USA. It provides reliable picture frame installation services with highest quality customized frames and mouldings made of finest quality wood moulding and materials at best prices. Specialized in framing services like Custom Framing, Museum Quality Wholesale Custom Framing, Gallery Mattes, Crating, Moulding Design, Art Handling and Face Mounting, it serves nothing but the picture framing solutions.

Case Study of
  • Website:
  • Industry:Frame Manufacturer & Supplier
  • Target Market:USA
  • Challenges:

    As Wilson Moulding was newly created, we had to begin 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) No Backlinks
    • 2) Low Conversion Rate
    • 3) Social Media Optimization
    • 4) Generate Quality Traffic
    • 5) High Competition

Our Findings :

YourSEOPick team came out with following findings that were barriers for Wilson Moulding'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 12 seconds which was slower than 60% of all tested websites.

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

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 NSDAP Uniform's domain authority as compared to competitors, we found that it was 1 (out of 100) which states that the site's quality is extremely 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 Wilson Moulding intended to convert visitors around all over NY & USA, 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 and build high quality relevant backlinks by increasing backlinks, social reach, and online promotion.


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 more than 20kb
  • Improper Meta Title & Meta Descriptions
  • No Microdata
  • Improper Header Tags
  • Internal Link Issues
  • Unminified CSS & Javascript
  • No Social Site Activation

Phase 2 – Keyword research

Extensive keyword research on keywords like “Custom Frames Wholesale Manufacturer ”, “Frame Mouldings Supplier NY ”, “Framing Graphic Services ” etc.. was performed using keyword research tool 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

Onpage optimization being the most demanding aspect of Wilson Moulding, 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 this, Wilson Moulding was also optimized for Site Speed, Microdata Insertion, Image Size, Alt Text, Meta Title & Meta Description, CSS & Javascript Minification 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 Wilson Moulding targeted specific locations like NY and all around USA, 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, PDF Submissions, that are of high authority & pr (page rank) with maximum visits & clicks.

  • 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 Wilson Moulding, 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
  • 80 %

  • 19

    Unique Users Daily Sessions
  • 20

    Unique Page Views Sessions
  • 927

    New Users(Monthly) Sessions

Within 2 months of launch, Wilson Moulding 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 & Following are the 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 is to

  • Acquire 1st positions for each of the target keyword.
  • 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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