Our efforts encompassed in-depth research, persona development, on-page optimization, content mapping, targeted content development and the implementation of technical SEO best practices.
In-depth research helped us to better understand user intent, competitiveness, and to identify and prioritize gaps in both content and organic search visibility. We developed quick win recommendations and implemented optimized page titles, header tags and body content for the primary category and sub-category pages. Additionally, we optimized other webpage templates dynamically, pulling existing page content into common SEO elements like the meta-description and h1 header tags.
Next, we implemented our proprietary “6R” Content Audit. This audit told us what lifestyle content should be “reformatted”, “repurposed”, “refreshed”, “retired”, “redirected”, or what content should just “remain” as-is to meet intent for different search queries. Research showed us that Google rewarded (better ranking) different types of content for the various keywords that we were targeting- bulleted lists, image rich pages, content written by trustworthy authors, etc.
Research also uncovered opportunities to create new pages, pages that would capture incremental search demand for relevant lifestyle keyword themes that were critical to Vetster’s business. We developed and launched new content clusters that would live under Vetster’s Pet Connection. The Vetster Pet Connection is a curated collection of pet lifestyle articles, company blog posts, industry opinions and expert research. On a weekly basis we developed and launched in-depth articles, guides, how to’s, what is and answers to frequently asked pet questions. This helped to expand our keyword universe and develop the critical E-A-T (Expertise, Authoritativeness, Trustworthiness) signals that both Google and potential customers are looking for.
Lastly, to ensure maximum SERP exposure, we aligned to technical SEO best practices for page speed, markup, internal linking, and information architecture. Core Web Vital fixes helped to improve the overall user-experience, schema implementation helped to trigger more featured snippet results for the keyword queries that we were targeting and intra-linking pages increased crawlability and indexation.