Wordpress SEO Overhaul.

I started working with the client towards the tail end of the pandemic. They had a nicely aged domain, and having been in the game for many years, their domain authority wasn't starting from scratch.

The Problem?

Because their keywords we're scattered thinly across many areas of the site, the domain suffered from 'keyword cannibalisation', whereby your pages are essentially competing with eachother. They also suffered from very poor technical SEO, which I always compare to a messy filing cabinet, which needs a good few days to re-organise.

The Strategy

The strategy was first focused on a plan to centralise all of their content into just a few area of the site, making it easier for search engines to understand their target keywords, and the structure of their website and content. The output included a new site navigation, new service pages, and a pit-load of 301 redirects.

I then conducted a Technical SEO cleanup to ensure all their link juice is flowing to the right places, and not just reaching dead-ends, as well as ensuring Google indexes the correct versions of their new URLs!

This helped the new structure become acknowledged and, as importantly, understood by search engines and their crawlers.

Together, we then made big moves in the space of a year, fueling their continued growth with the help of monthly collaborative content creation, ongoing structural enhancements, off-page link building, and locally optimised pages.

The Result

The graph speaks for itself, but what you can't see is how the client was less reliant on Google Ads to ensure constant flow of leads. I also discovered that website visitors from Organic Search proved to be the websites most engaged source of traffic, spending more time on the site, and a higher ratio of leads to visitors compared to other channels they were investing in.