Our strategy to achieve the objectives was split into three key areas, technical SEO, content and having an understanding of the wider business.
Technical SEO Strategy
During our technical audit, we identified various crawling and indexing issues and also recognised the need to implement a new internal linking structure.
In order to monitor Technical SEO changes and progress, we built a custom Google Data Studio Dashboard to pull in crawl data from Deepcrawl, this report integrated within Rise Art’s internal reporting.
Content quality and targeting were joint issues for Rise Art’s thousands of indexed category pages.
To prioritise our work, Rise Art generated a list of all possible categories based on their filters and we pulled keyword data for their primary keywords. Using this information, we divided the categories into three tiers.
Our data driven approach had a number of advantages, one being that we could ensure that high-quality content was written for their target audience on the most important pages.
We acted as an extension of Rise Art’s team, working really closely with the CEO and the wider team throughout the whole process to gain a thorough understanding of their business and audience. We dedicated time to understand when artists were becoming popular, using SEO as criteria to find which artists to prioritise.
We structurally improved the website not only for search engine robots but for users to benefit as well. To improve transparency and help educate the Rise Art team, we reported on technical improvements within their reporting dashboard by displaying technical metrics and showcasing them moving in the right direction.