Following an analysis of their campaign, we found a number of old style news articles, for which different search terms were ranking. These were poor quality and were likely to cause issues with the perceived quality of the website. We removed these old articles, which resulted in an initial drop in rankings. We then moved to improve content on other pages of the website and began seeing the search term positions moving back up. Once we’d established the rankings again we moved to create new content for the website that would populate the news feed and would bring in traffic in its own right. This helped to increase traffic levels and gave us traffic in winter, when the market is normally quiet.
In addition to news feed content, we also enriched the existing pages, adding context to explain services and their benefits. Away from the website, we have cleaned up and improved their citation profile by adding and aligning directory listings. This is extremely important for any business trying to appear in local search queries. All of the optimisation changes we made, coupled with user experience improvements, has resulted in fantastic traffic and ranking growth which has been felt across the business.