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CHALLENGES FACED: Educating Senior Management and staff located overseas through a steep learning curve on SEO best practices and getting buy-in to implement change. Agreeing KPI’s with stakeholders and setting appropriate deadlines for measuring achievements. Sifting through millions of records to find common performance snags. Setting a ‘best practices’ adoption time-line to facilitate overhaul of existing website. Competing against the clock to revert the downward slide in page indexing and organic search rankings. Working with in-house developers to completely revamp the web portal to include all recommended changes. Co-ordinating diverse skill-sets to achieve the desired goals within specific time-frames. Balancing SEO with existing marketing & sales practices.

SEO CHECKLIST: Site audit to identify the following key areas: Top performing cities by local search categories. Canonical page|category hierarchy - Canonical link element & canonical HTTP headers. Keyword Selection|Keyword performance per category. Errors – Client errors such as broken links & server errors (No responses, 4XX, 5XX). Inlinks – All pages linking to a URL. Outlinks – All pages a URL links out to. Anchor Text – All link text. Alt text from images with links. Follow & Nofollow – At page and link level. Images – All URL’s with the image link & all images from a given page. Page Depth Level - Word Count.

SEO case study shows growth of 62.35% in organic search traffic, 106.27% in social media

and 57.29% improvement in keyword search rankings…

COMPANY -

A step by step overview of the measures taken below to address the sharp fall in search rankings and visitor traffic, the challenges faced and the search engine optimisation strategy devised to bring about the change in results over a 12 week period.

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RESULTS: Site Relaunch - The 118118 website was relaunched with significant changes to the site architecture, improvement in the internal linking structure and the introduction of high quality content across the website. Page Indexation - Indexation climbed from 97,000 pages to 548,000 pages over a 12 week period in Google, surpassing the previous company best of 311,000 pages prior to the decline. Search Traffic - Organic visitor traffic has almost doubled over a 12 week period from a high of 563,000 unique visits per month to 914,000 unique visits per month, due to a sharp improvement in keyword rankings and increased page indexation. Link Building - A concerted high quality link building campaign led to a dramatic improvement in page indexation and search engine rankings across 18 of the top 20 performance categories. Social Media – An aggressive Social Media and content distribution strategy. Facebook likes stood at just over 36,000 up from 17,453 at the time of completion.

STRATEGY: It soon became evident that structural changes to the site were necessary to counteract the de-indexing of pages in Google: Strict canonicalisation had to be adopted for each topic category. Page titles, meta descriptions and page content adapted to reflect new criteria. Internal linking had to use shorter optimised keyword structures under single sub-directory headings. LSI Keyword specific content to be deployed on every top category identified page with stronger calls to action placed above the fold. Custom error pages built to return the correct status code to enhance SEO and search engine indexing. Content syndication initiated to disperse selectively to owned and Social Media platforms. High quality link acquisition through PR, blogger outreach, content syndication, social media and video.

“Darryl was instrumental in making us realise that root and branch changes were vital to redress the current status and galvanised the team into taking specific actions to facilitate our ongoing success. The outcomes achieved were staggering to say the least!” Trevor Saadi - CTO 118118.com

OVERVIEW:

118118.com are leaders in business data services. Recent search engine algorithm

changes resulted in a sharp decline in indexed pages from 311,000 to just under

97,000 in Google with a subsequent substantial loss of rankings across key search

categories core to the company business model.

Darryl Antonio was appointed as SEO Lead Consultant to immediately address

the loss of web page indexation in Google, improve SEO keyword performance and

develop an ongoing content marketing strategy addressing the Top 20 local

business search categories for 118118.com.

ADDRESS Digitalhound Ltd 207 Regent Street London United Kingdom W1B 3HH Tel. 020 7873 2476

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CLIENT SEO CASE STUDY

CHALLENGES FACED: Educating Senior Management and staff located overseas through a steep learning curve on SEO best practices and getting buy- in to implement change. Agreeing KPI’s with stakeholders and setting appropriate deadlines for measuring achievements. Sifting through millions of records to find common performance snags. Setting a ‘best practices’ adoption time-line to facilitate overhaul of existing website. Competing against the clock to revert the downward slide in page indexing and organic search rankings. Working with in-house developers to completely revamp the web portal to include all recommended changes. Co-ordinating diverse skill-sets to achieve the desired goals within specific time- frames. Balancing SEO with existing marketing & sales practices. Competing against the clock to revert the downward slide in indexations and rankings.

RESULTS: Site Relaunch - Changes to the site architecture, improvement in the internal linking structure and better quality content across the site. Page Indexation - In Google rose from 97,000 pages to 548,000 pages over a 12 week period surpassing the previous company best of 311,000 pages prior to the decline. Keyword Rankings - Organic visitor traffic has almost doubled over a 12 week period from a high of 563,000 unique visits per month to 914,000 unique visits per month, due to a sharp improvement in keyword rankings and increased page indexation. Social Media – An aggressive Social Media and content distribution strategy led to a dramatic improvement in page indexation and search engine rankings across 18 of the Top 20 keyword categories. Facebook likes stood at just over 36,000 up from 17,453 at the time of completion.