SEO Case Study: Elevating a Hitchin Pub to Top Status Through Strategic SEO Copywriting & Directory Citation Link Building

Published: 18 April 2024
Joe Ferris

Bigwheel Web Design successfully propelled an independent pub in Hitchin into the top rankings for keywords related to them allowing dogs in the pub. By leveraging insightful keyword research, crafting SEO-optimised website copy, and implementing a targeted directory citation link building campaign, we achieved a consistent top 3 placement in search engine results over a six-month period. Read all about it in this SEO Case Study about our work for this business in Hitchin.


The pub was previously ranking sporadically for dog related keywords, primarily due to unintentional mentions in customer reviews. There was an untapped opportunity to intentionally rank for these terms, as competitors were also ranking by chance rather than through deliberate optimisation efforts.


After conducting some keyword & competitor research and identifying a gap in the market, we embarked on a two-pronged strategy:

  1. SEO-Optimised Copywriting: We optimised the text on the website, making sure to mention the keywords in a way that reads naturally.
  2. Directory Citations: We then built citations across directories of dog-friendly establishments.


The pub began to rank consistently for keywords containing “dog,” with reduced volatility over time. This stability is reflected in the increased clicks and impressions recorded in Google Search Console.

The primary keyword we targeted witnessed a remarkable improvement, with the pub climbing to an average position of 2 in the local search results when applying a filter for the full long-tail keyword.

Without access to the client’s Google Business Profile for direct optimisation, the business still achieved a high visibility status, ranking in position 2 on the map pack. Check your map pack position for free at (we will make a small commission if you sign up for a paid account via this affiliate link).


The case of the Hitchin pub exemplifies how targeted SEO practices can significantly enhance online visibility for local businesses. Bigwheel Web Design’s expertise in keyword strategy, content creation, and citation/link building has once again proved instrumental in achieving superior search engine positioning.

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