Third Bridge partnered with Absolute Digital Media in a bid to gain more visibility in SERPs and increase organic traffic to their website. They had typically relied on direct traffic as their main website traffic source, so it was important to them to improve their visibility to allow individuals who hadn’t yet heard of their brand to find them online.
As with any B2B corporate website, there was a lot of internal conflict in regards to the content being produced and showcased on the site. This meant that we were limited with the type of content, how much content and the changes we wanted to make to the site, even down to the keyword choice and the meta data. A lot of time within the initial onboarding was spent determining the brand’s key objectives and how we could collaborate as a partnership to get the best results within the limitations we had.
A large focus of the campaign once the keyword optimisation across the main service pages was completed was on technical SEO and link acquisition. This allowed us to ensure all areas including the Chinese version of the website were crawlable to Google on both a recommendation and implementation basis. The link acquisition allowed us to drive authority to the domain. This was missing in comparison to their core competitors.
We worked closely with the Third Bridge content team who were experts at the brand’s tone of voice and style of content and provide recommendations on individual piece’s keyword targeting, internal linking and structure.
We also provided ongoing assistance with tracking, analytics, bespoke reporting, setting up new views, assisting with GA4 tagging, GTM guidance and more to help support the Third Bridge internal marketing team carry out their tasks.
We worked closely on a content URL restructuring exercise with Third Bridge to allow for better visibility within Google Analytics using content groupings. This would allow them to gain a better understanding of the performance of the types of content that they were putting out into the site, as prior to this all pages run off the root domain and visibility on performance aside from page by page was limited.
- On top of this, we also planned how we would tackle the technical improvements to enhance performance and assist with E-A-T and Core Web Vital scores.
- We also planned a link building strategy to improve the overall authority coming into the domain targeting primarily educational-based websites to ensure the topic was relevant to their offerings.
- Additionally, we planned how we would improve the internal linking across the website to assist with passing authority around the domain and create a clearer and more user-friendly experience.
- Once these changes had been implemented over time, we started to notice Google was no longer putting multiple pages in the SERPs for the same terms and positions started to improve.
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