Case Study
First4Paving
First4Paving had the reviews and the reputation, but barely 50 keywords ranking. Here’s how we took them to page-one rankings across 12+ towns in Enfield and Hertfordshire in three months.
Background
A Trusted Local Trade, Missing From Search
First4Paving is a driveway, paving, landscaping, and fencing specialist based in Enfield, serving homeowners across Hertfordshire and North London. The team had the reviews, the finished projects, and the reputation on the ground, but online, they were largely invisible outside their own postcode. Homeowners searching for driveway or patio work in nearby towns simply couldn’t find it.
When First4Paving approached Look First Marketing, the website was ranking for only 50 keywords and generating around 68 organic visits per month. A crawl audit also flagged 53 critical errors and thousands of warnings holding the site back technically. In a trade where customers compare two or three quotes before booking, ranking only in Enfield meant losing work to competitors in every surrounding town.
Project Overview
1. Client
First4Paving
3. Service Provided
Local SEO, Content Strategy & GMB Optimisation
4. Project Duration
3 months and onwards
5. Target Location
The problem
Strong Reputation, Weak Search Foundation
First4Paving’s site had a decent site health score, but it was losing ground in search engine rankings. Fifty-three pages had sitemap and canonical errors, mobile speed was just 42/100, and only the homepage and 17 service pages were indexed at all.
Everything else, including location-specific pages that could have captured nearby towns, was invisible to Google.
OUR APPROACH
How We Built Coverage Town by Town
We started by fixing what was technically holding the site back, then built outward, town by town, so First4Paving could compete anywhere their vans actually drive.
- Resolved sitemap and non-canonical URL errors flagged across 53 pages to restore crawlability
- Published SEO-focused blog articles targeting real customer questions, including patio drainage, patio costs, driveway edging, and tarmac cleaning
- Built location-targeted keyword coverage across 12+ towns, including Enfield, Cheshunt, Winchmore Hill, Ware, and Bush Hill Park
- Created local citations and profile backlinks with consistent NAP details across trusted, region-specific directories
- Optimised the Google Business Profile with targeted keywords, category improvements, and active posting
Results
Momentum That Keeps Building
First4Paving went from ranking for a handful of keywords in one town to holding page-one and top-three positions across Enfield, Winchmore Hill, Freezywater, Bowes Park, Bush Hill Park, and more. Search Console clicks and impressions climbed steadily, and the Google Business Profile started generating calls and direction requests directly from local search.
Organic Keywords
189+
TOP 3 KEYWORDS
27
MONTHLY CLICKS
300+
Calls PER MONTH
59+
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Want Results Like These for Your Trade Business?
First4Paving went from ranking in one town to competing across 12+ towns in under three months. If your trade business deserves to be found beyond your own postcode, let’s build it.