I was approached by a client in the Finance and mortgages space early in 2021. The site was well established, with great quality content, case studies, blog posts and service pages. The aim was to improve rankings for very competitive terms.
The main issues included a lack of basic keyword optimisation for main service pages, technical issues and a cannibalisation issue that had arisen as a result of haphazard posting. Many of the blog and guide pages were competing with service pages for ranking positions in search results.
Once we improved the site’s technical foundations and resolved the cannibalisation issue, we re-optimised the service to improve keyword targeting and the value of the content to readers. We then added extra optimisation features such as relevant and contextual internal links between related pages on the website as well as FAQs schema to improve click-through rates from search engines.
This resulted in consistent organic traffic improvements and a significant increase in goal conversions over the course of the 12-month campaign. The client then wanted to introduce new service pages as their service offering expanded. I provided keyword research, content briefs and advice on site structure which resulted in fast rankings for the new services due to the great foundations and strong authority of the website. We saw a significant improvement in site visibility and the number of keywords ranked for over the course of the campaign.
