Local SEO Case Study: How We Helped an Essex Business Reach Page One
A real case study showing how Glide Marketing helped an Essex-based business go from invisible on Google to ranking on page one for competitive local keywords in under 6 months.
The Challenge: Invisible on Google Despite Being Great at What They Do
When Summit Mentality Run Club approached us, they had a problem that many Essex businesses face: they were excellent at what they did, but Google didn't know they existed.
Despite being an established running club in Essex, they weren't appearing in search results for key terms like "running club Chelmsford", "run club Essex", or "Chelmsford running group". These are exactly the kind of searches their potential members would make.
Their website existed, but it hadn't been built with SEO in mind. No keyword targeting, weak technical foundations, no local SEO signals, and no content strategy. They were effectively invisible to anyone searching Google for running clubs in their area.
The Strategy: Targeted Local SEO for Essex
We developed a comprehensive local SEO strategy tailored to the specific competitive landscape in Essex. Here's what we did:
Phase 1: Technical Foundation (Month 1)
- Full technical audit: Identified and fixed crawl errors, slow loading speeds, and mobile experience issues
- Site structure overhaul: Reorganised the website architecture for better crawlability and user experience
- Schema markup: Implemented LocalBusiness and SportsOrganization schema to help Google understand the business
- Google Business Profile: Optimised the profile with accurate information, photos, posts, and category selection
Phase 2: On-Page Optimisation (Months 1-2)
- Keyword research: Identified all relevant search terms including long-tail variations and "people also ask" queries
- Content optimisation: Rewrote key pages to target specific keywords while maintaining natural readability
- Meta data: Crafted click-worthy title tags and meta descriptions for every page
- Internal linking: Built a strategic internal linking structure to distribute authority and guide users
Phase 3: Content & Authority (Months 2-6)
- Location-specific content: Created dedicated pages for Chelmsford and Essex targeting
- Blog content: Published regular articles answering common questions about running in Essex
- Local citations: Built consistent business listings across relevant directories and platforms
- Link building: Earned quality backlinks from local sports organisations, community sites, and relevant publications
The Results: From Invisible to Page One
Within 6 months of starting the campaign, the results were clear:
- Page one rankings for "running club Chelmsford", "run club Essex", and multiple related terms
- Overtook competitors that had been established online for 10-20 years
- Significant increase in organic traffic: the website became a genuine source of new member enquiries
- Google Maps visibility: appearing in the local pack for location-based searches
- Sustained growth: rankings continued to improve month over month
As Ted Stroud from Summit Mentality told us:
"We've just overtaken running clubs which have been around and on the web for 10-20 years thanks to your SEO efforts. Thank you so much Mike!"
Key Takeaways for Essex Businesses
This case study illustrates several important lessons for any Essex business considering SEO:
1. A Great Service Doesn't Guarantee Visibility
You can be the best at what you do, but if Google can't find and understand your website, potential customers can't find you either. SEO bridges that gap.
2. Local SEO Is Incredibly Powerful
For businesses serving a specific area in Essex, local SEO is the highest-ROI marketing channel available. The search intent is strong: people searching "running club Chelmsford" are actively looking to join a running club in Chelmsford.
3. It Takes Time, But It Works
SEO isn't instant. It took several months to see significant results. But unlike paid ads, those results are sustainable. The rankings continue to drive traffic and enquiries without ongoing ad spend.
4. The Technical Foundation Matters
No amount of content will compensate for a technically broken website. Fixing the fundamentals (speed, mobile experience, crawlability) was essential before content and authority building could have full impact.
5. Consistency Compounds
SEO results compound over time. Each month of work builds on the previous month's progress. Businesses that commit to consistent SEO effort see accelerating returns.
Could This Work for Your Essex Business?
If your business is based in Essex and you're not appearing on page one for the searches that matter, you have an SEO opportunity. Whether you're in Chelmsford, Colchester, Southend, Basildon, Brentwood, or Braintree, the same principles apply.
Request a free SEO audit and we'll analyse your website, show you where the opportunities are, and explain exactly what it would take to get your business ranking on page one.
You can also explore our full case studies or book a discovery call to discuss your goals.