To help create a solid SEO foundation for CEWE’s site, QueryClick devised three core areas of focus:
Ensuring that the SEO best-practice basics are in place is fundamental to driving great ranking performance. With CEWE, to ensure that each page was targeting unique and optimal keywords we began by keyword mapping the website. This is the practice of assigning individual keywords to a highly relevant page and ensuring that no pages are cannibalising each other (more on
Keeping the timescale of the project in mind, we then undertook a quick-win audit of the site, proofing all the metadata to ensure targeting was in tip-top shape and identifying pages where there was the most opportunity for growth.
Then, we began the process of updating the copy on these pages to ensure that it was providing all the information that audiences were looking for while also targeting primary and highly relevant supporting keywords.
Finally, we conducted an internal linking review. Internal linking can be used to establish an information hierarchy; it connects content, gives Google a better idea of the website’s structure, and steers users to your most essential and valuable material. Internal linking is also extremely important for distributing authority across the site, passing value from high authority pages to lower authority pages, helping pages improve ranking in organic search results and ensuring that lesser linked to pages can share in the link equity generated through content campaigns and outreach activity.
Reducing cannibalisation is also a core aspect of ensuring excellent SEO performance. This involves reducing competition between pages that are ranking for similar keywords or pages that have similar intent. Similar pages can cause confusion for both the search engine and the user, as they try to decide which page is most relevant to a given search. In order to mitigate this we often recommend implementing canonical tags, clarifying keyword targeting or sometimes even consolidating pages.
Due to the similar nature of many of CEWE’s product range, ensuring that pages were uniquely optimised to avoid cannibalisation in the SERPs became a lead area of focus.
Like any brand, CEWE has its own internal priorities and areas of focus. Excelling in the SERPs for photobooks was highlighted as a primary concern for the business, and so this became a core area of focus for the duration of the project.
We conducted a deep-dive into the photobooks section of the sites, investigating how we could drive maximum performance for the client’s hero product; optimising metadata, conducting competitor analysis, rewriting and keyword optimising on-page copy, and ensuring optimal internal linking structures were in place.