Don't Forget To Migrate Your SEO!

This client approached me in despair after they split from their developer, took the task of redesigning their website into their own hands, consequently falling of the face of Google with a poor design and flat-lined SEO.

Aside from providing a new design for them, and solidified their brand guidelines, I helped them establish an understanding of keyword intent, to help us develop a new keyword strategy together, based on my SEO knowledge, and their industry expertise.

The Deliverables:

We worked on a new navigation and site-wide keyword structure, in order to reduce keyword cannibalisation and provide more granular targeting of service keywords. This led the way for the new SEO to be planned and implemented holistically.

There was also the task of finding old URLs in Screaming Frog, curating a list of all the URLs worth keeping, and deciding which new URLs they should be redirected to. This is because the client had a range of backlinks, now linking to dead-ends, which we couldn't afford to throw away.

Then came the job of planning the homepage and service page content with the new keyword strategy in mind, providing a better optimised set of pages that harnessed all the on-page SEO tasks such as metadata, copywriting, image optimisation and schema where necessary.

The Results:

I was able to repair their SEO to the previous level in terms of impressions, and realigned their keyword strategy based on search intent, resulting in higher page positions and increased levels of organic traffic.