We started by putting a workflow in place to fix all of the technical issues identified in the audit and supported ABC’s development company to do this, focusing on implementing a strong site hierarchy and internal linking structure to form content hubs.
This required a lot of content to be produced, using the client’s expertise and knowledge, with at least 20 pages created for each of their key services. These were produced and added to the website over an 18 month period. Each hub aimed to answer the ‘Five Whys and How’ of each topic to show search engines that ABC is an expert in these areas, covering guides, FAQs and an interactive calculator for each.
We also changed our approach to content marketing to really focus on the quality of links, aiming for top tier publications and news websites that the business had never been featured in, and in turn, would help to increase the authority of the brand.
We focused our content ideas on newsworthy stories that we knew the press would cover and could be backed up by original financial research, including the royal wedding, costs of living, and the decline of the high street. This was supported by the client finding opportunities to provide quotes and commentary on relevant commercial finance stories.
A highlight of our content marketing efforts was the ‘You vs. the Mega Rich’ campaign, which achieved 93 backlinks and was featured on The Daily Mail, This is Money and the Mail on Sunday. We also secured coverage on The Mirror, The Express, Harper’s Bazaar and MSN for other content pieces we have delivered over the past 12 months.