Firstly, the website needed to be built on a strong base. Technical SEO completed an audit of the website and delivered on the tasks outlined. This improved the crawlability and indexability of the website as well as ensuring the website followed best practices in terms of structure and page speed.
Once the technical side was updated and improved, the content strategy kicked in. From here, the team provided unique content for each of the individual care homes’ landing pages. This was done as a priority to make sure the main pages were fresh and engaging. Advice and service pages were also revamped to ensure the user had all the information they needed and Google knew what the page was about and improved its ranking.
The Content team then continued to add informational resources to the blog section of the website which helped to further improve long tail keyword rankings as well as the overall keyword reach for the domain.
Dark Horse knew that more could be done to improve the website ranking so that organic sessions would increase. It tasked its outreach team (Digital PR) to focus on gaining further website authority – complementing the work of Content. A critical task was reclamation of links, ensuring any that were broken or lost were updated and linked back to the website. In addition to this reactive approach, topical Digital PR campaigns were created which reached national press like the Express and global press including Good Morning America. This improved the ranking power of the website and the brand awareness.