- organic search
Our approach
Our tech and content teams focused on optimising the product category structure, starting with the equestrian department, so that we could maximise every relevant commercial keyword opportunity. The outreach team implemented an authority-building backlink strategy.Tech
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.
Content
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.
Outreach
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.
