Running Cables
Running Cables is a Canadian low-voltage and structured cabling company that designs and installs reliable data, network, and fiber systems for commercial and industrial clients. Built on neat, standards-compliant work and clear documentation, the team handles new builds, office fit-outs, upgrades, and troubleshooting. Based in Oakville, they serve the Greater Toronto and Hamilton Area with organized, scalable infrastructure that keeps businesses connected.
overview
Running Cables Partnership with Marketing4
Running Cables partnered with Marketing4 to replace an error-prone website and strengthen their search presence. The goals were clear: protect existing rankings, improve visibility for priority services, and present a more professional brand to commercial buyers.
We rebuilt the site with an SEO-first approach, including a full audit, keyword research, clean architecture, and on-page optimization. Service pages are structured around how customers search, with clear calls to action that make it easy to request quotes and support. We also added an interactive pricing calculator to capture qualified leads and email addresses. Visitors enter a few job details, receive a ballpark estimate by email, and the submission flows into the CRM to trigger timely follow-ups.
Our work continues with monthly reviews of Google Analytics and Search Console, along with local grid tracking for Maps. We also manage their Google Business Profile, including professional review responses that match the Running Cables brand.
See for yourself:
Strategies Implemented:
- New Website
- On-Page SEO
- Templates for Content and Blogging
- Sales and Marketing Consulting
- Monthly Data and Analytics Review
Proven Results
Our Results
The final outcome was a new conversion-focused website with strong technical SEO.
Impressions
Our SEO strategy has increased Google Search Impressions by over 780%.
Quality Leads
Our entire marketing strategy has led to an massive increase in quality leads.
Organic Traffic
Organic web traffic has significantly increased since working with Marketing4.
Google Search Clicks
An increase in users clicking on Running Cables from Google Searches.
Challenges
Specific Challenges
Every project comes with its own set of challenges that need to be solved before the right solution can take shape.
Niche, Low-Volume Search
Running Cables operates in a narrow slice of the electrical world. Search data for terms like structured cabling, fiber termination, Cat6 installation and low-voltage wiring is thinner than in mainstream categories. Standard keyword tools often returned limited or inconsistent volumes, which makes planning hard. We built our strategy by triangulation. First, we audited Search Engine Results Pages to see which pages actually rank and why. Second, we mined competitor sites and top performers for topic patterns, internal linking and service framing. Third, we validated real queries through Google Search Console and iterative testing. From this, we created a seed list of proven phrases and long-tail modifiers, then clustered them into hub topics and service pages. Each page followed a consistent template: plain-language value proposition, scannable headings, FAQs that mirror buyer questions and internal links that guide users to quotes or support. We layered in schema, clean metadata and local cues to improve relevance. The result is a plan that does not rely on big volume estimates yet captures practical demand in a niche market.
Legacy Site, Fragile SEO
The old site had broken links, thin content and a structure that risked losing rankings during a rebuild. Preserving equity was critical. We ran a full crawl, mapped every valuable URL and designed a one-to-one redirect plan using 301s. Where pages overlapped, we consolidated content and preserved the strongest canonical. We rebuilt the information architecture around clear service lines and local service areas, then aligned titles, meta descriptions and headings to match search intent. Technical fixes included faster page speed, accessible navigation, tidy internal links and a fresh XML sitemap submitted to Google. Post-launch, we monitored Google Search Console for crawl errors, redirect chains and index coverage, then patched anything that surfaced. This approach protected existing visibility while improving user experience. Buyers now move through a coherent path from service discovery to contact, and search engines see a clean, stable site.
Clarifying Services and Demand
Service pages did not match how buyers actually search. Terms like office cabling, network wiring, structured cabling and data drops often describe similar work but signal different intent. We began with a workshop to rank services by revenue impact and delivery strength. Then we ran keyword research and grouped topics by primary intent, secondary synonyms and supporting questions. Each priority service received a purpose-built template: problem framing, what is included, industries served, use cases, simple pricing guidance or estimator, trust signals, FAQs and a clear call to action. Internal links connect related services and knowledge articles so users can self-educate without leaving the site. On-page SEO reinforces this structure through descriptive headings, concise copy, helpful images and schema. The result is a set of pages aligned to demand that also guides the right prospects to the right form or phone flow.
Inconsistent Naming and Query Intent
The industry lacks a clean, universal naming system. Prospects might search for network cabling, structured cabling, low-voltage wiring, data wiring or fiber splicing and expect the same outcome. We created a consistent messaging framework that picks a primary term for each service, then supports it with natural synonyms in headings, body copy, alt text and internal anchors. We wrote glossary and comparison content that explains terms in plain language, which reduces confusion and earns long-tail visibility. FAQs cover common variations and purchasing questions. To support local discovery, we mirrored this language on the Google Business Profile and in service-area pages, keeping names consistent across citations. The outcome is clarity for buyers and better coverage across the many ways people describe the same need.
