Created new, highly relevant pages to target keywords that were performing poorly or not ranking at all due to low page specificity. Noindexed sections with no search potential to prevent inefficient use of crawl budget, and implemented canonicals and redirects to resolve duplication issues.
Wrote optimised content with strategic internal links to help disambiguate competing pages and establish relevancy for target keywords. We also worked alongside the client to produce expert equestrian guides that would attract potential customers in the research phase of the buying journey.
Utilised the client's equestrian expertise to provide commentary and editorial to highly relevant sites, such as Horse and Hound, establishing valuable links. Also harnessed the client's existing relationships with suppliers to build testimonial links, and provided products for reviews and competitions.