Beautifully-curated non-branded growth for a bespoke kitchen company

Website audit - SEO & content

We delved into current organic standings with a comprehensive site audit. The findings gave us a clearer picture of technical and on-page SEO aspects of the efforts to date, but they also presented us with some opportunities that we could build our strategy around. We also conducted a content audit - this involved a holistic review, and a crawl of current 'quick wins' that we could craft an optimisation approach to target. To complement this, we also explored current site rankings, to enable us to capitalise on any existing value. We also laid out a priority-based roadmap of technical updates that the audit flagged, and we worked through these progressively.

Keyword research

Next, we got stuck into some in-depth keyword research. We covered seed keywords, long tail keywords, and location-based search queries - the client serves multiple locations, so we wanted to devise a plan that was specific to this. This process informed our entire content marketing approach - our broader research served as indicators for improving key onsite categories, and the long-tail findings guided our consequent blog strategy.

Content optimisation

We put our keyword findings to work by mapping them to onsite categories, focusing on aligning our optimisation efforts with the intent behind each phrase. As a result, we reoptimised core landing pages with lucrative commercial keywords, and we refreshed supporting meta content to drive clicks through to these revamped pages.

Blog content strategy

We turned our long-tail keywords into a series of blog topics, and we created a brief to ensure each post was search-driven and fully optimised - we accounted for external links, anchor text, and internal links (to our key categories, and to related blog posts). We've been publishing 2 posts per month consistently, and we conducted an audit of all onsite blog content at the halfway point of our ongoing strategy - as a result, we enhanced, redirected, and optimised existing blog content, bringing it in line with our new standards.

Reporting on our progress & pivot planning

Each month, we update the client on a selection of curated metrics in a bespoke report template. Recently, analysis showed us that we had hit our initial objectives, and it was time to reassess our focus. We're always looking for signs that it's time to move the goalposts for clients - and this enables us to find even more ways to add organic value.