Our efforts encompassed in-depth research, targeted content development, the implementation of technical SEO best practices and Digital PR.
While the website was in the staging environment, we identified, prioritized, and implemented technical fixes to help Core Web Vitals and other site performance issues. During the technical optimization process we identified and fixed several unnecessary redirects and duplicate content issues. We identified and implemented language and website localization best practices; this would ensure the right pages with the right content were showing up in the right markets.
We implemented our 6Rs Audit recommendations to better optimize any existing content. This audit told us what content should be “reformatted”, “repurposed”, “refreshed”, “retired”, “redirected”, or what content should just “remain” as is in order to meet user intent for different search queries. URL redirect mapping exercises ensured that all pages would be going to the right place and a robust internal linking strategy would help increase crawl activity, indexation, semantic relevancy, and page authority.
Post-migration, we monitored rankings, traffic and 404 page-not-found activity. We later developed new content ideation clusters supporting critical key themes and audiences that were identified as part of the research process. We leveraged relationships with publishers and influencers, placing content on relevant / high-value websites to build domain authority.
We continued to focused on non-brand by optimizing existing pages and creating new content to capture existing search demand.