Petplan Sanctuary

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THE BRIEF

With strong competition in the marketplace for some very specific search terms in what is a relatively small market with niche suppliers, it was important for our client to have their search results in the top half of page one. For a while they had held some keywords towards the top but this was not stable and most keywords were in the bottom half or worse. With a new website being developed by us in the following months, we were asked to make an initial impact on the existing website as well as on the new website to increase natural search traffic as quickly as possible.

WHAT WE DID

The approach for this requirement was founded on the search engine optimisation hygiene factors, including technical aspects and content. Starting with the current website we quickly addressed all the areas affecting the ability of search engine crawlers to access the website content. Areas such as HTML mark-up, CSS, page titles and headings were all optimised for the agreed keywords. The 2nd stage was to ensure that this was improved upon further with the new website so more in-depth technical areas which were under our control were addressed whilst the new design gave us additional SEO opportunities to really improve the rankings.

THE RESULTS

Within a week of updating the existing website we saw most of the keywords improve and penetrate the top half of page one results on Google. It wasn’t until we brought the new website on-line with the many SEO strengths that we had built in that we saw all of our target keywords hit the top half of the page one search results. After a number of months we were able to confirm that whilst there was minor fluctuation in the rankings that overall the positions were stable within the targeted top half of page 1 on Google meaning that we saw a tangible rise in enquiries.

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