I did a little SEO experiment this month:

Recently, I wrote a little article for Cicada client First Line IT about one of their clients. We’re writing a series of articles as a low-key marketing exercise, with the emphasis being ‘here’s a really interesting business that we work with’ rather than the more traditional ‘we want to tell you about all the great work we’ve done for this company’.

Naturally, when I wrote the article online I followed SEO good practice, but notably, hadn’t done any keyword research so I couldn’t theme the page around anything very specific.

Imagine my surprise and delight when looking at the stats on who’d been visiting the First Line website, we found that someone had come to us from google via a keyword totally related to the client business: ‘organic flour mill oxfordshire‘.

When I checked out google myself, First Line’s website came in at about number six for the specific search, and came in at 17 (on the second page of google) for the more general term ‘organic flour mill’.

This was at the end of August 2009.

So, here’s what I did:

  • Changed the URL from www.firstline-it.com/firstline-client-fwp-matthews to http://www.firstline-it.com/fwp-matthews-organic-flour-mill
  • Pushed ‘organic flour mill’ nearer to front of th page heading
  • Changed the internal link on First Line’s homepage from ‘Oxfordshire based organic flour mill more‘ to ‘Oxfordshire based organic flour mill
  • Increased the keyword density a little

For the next week, nothing changed on google. In fact it was a bit worrying because the old URL was still appearing in the SERPs but didn’t point to anything (just a plain 404 page).

Then on the 9th September I googled ‘organic flour mill oxfordshire’, and First Line appeared at number one

When I googled ‘organic flour mill‘, First Line appeared at number six.

Try it yourself!