GreatBeanBags™’s previous SEO strategy focused predominantly on creating informational content on their blog platform in an effort to support their transactional content. However, it became clear that this strategy was not driving the desired amount of organic growth and, subsequently, was not having an impact on their objectives.
As an alternative, Impression introduced a competitor, audience and authority-focused SEO strategy that incorporated the following tactics:
- Produced a content hub to house ongoing digital PR campaigns. This allowed a central place to conduct our link building activity and with each campaign, ensured the client would become increasingly more competitive amongst the SERP landscape (which includes a selection of independent and high-street names). You can find an example digital PR case study campaign for GreatBeanBags™ here.
- Ran a reiterative disavow process to clean up the client’s backlink profile over time. Historically, the site was under an algorithmic penalty so evaluating and disavowing spammy backlinks while building more favourable links in their place would ensure E-A-T (expertise, authority and trust) was properly communicated.
- Conducted a site migration with their in-house digital team and external web partners. This involved migrating their outdated Magento 1 site to a freshly-designed Magento 2 site. Impression was responsible here for dictating the site architecture, introducing a more logical structure for users which would also be more favourable for crawling, indexing and ranking.
- Audited their internal linking structure, reviewing non-indexable URLs like canonicals, redirects, and broken links to ensure a streamlined crawling and indexing process for search engines. This work subsequently became integrated into all future web development work, ensuring a minimum standard when introducing new pages and links onto the site.
- Overhauled content across focus landing pages (both PLPs and PDPs), to ensure it better mirrored the wide array of keyword opportunities available and became more competitive within the marketplace.