Joan Westernberg (The Index)
September 4, 2023
Podcast Project: The Indexed The Brief: This podcast project is a little bit different, as Joan Westernberg isn’t really a client, but more of a […]
The client came to us, asking us to SEO optimise his website —a company selling tattoo practice skins and tattoo machines. His site had amazing visuals but very little text, and he’d been told that his SEO rankings were very poor. It was hurting his traffic, and hurting his sales. Our job was to turn that around.
Shivam, our Senior SEO Executive did a full SEO audit of the GENISYNTH website. Despite the cool visuals and high-quality products, they were being seriously outgunned by their competitors on their online presence, and didn’t appear on the first page of Google for their key product line.
The reason? Their SEO was extremely poor. The company had all these fantastic products, but their product pages and metadata didn’t use commonly searched keywords, and the site was littered with duplicate content and duplicate pages. There was barely any text on any of the pages, so the search engine bots had nothing to crawl and rank, and pages were missing the H1 headings that allows Google and other search engines to understand what the page is about.
So we went to town on it. Our content writer got a list of keywords from Shivam and wrote new content on almost every page, as well as creating new keyword-rich metadata for search engines to rank. Because we knew what people were typing into search engines like Google, we played with that to maximum advantage, creating different variations of natural search terms that still aligned with the customer’s brand voice. And because we also knew that the client really didn’t want his beautifully visual site cluttered up with too many words, we ‘hid’ lots of the SEO-optimised text in drop down accordion boxes, in the form of FAQs. Shivam then created lots of backlinks and did his magic on the technical SEO side of things.
And voila! It’s gratifying when you see how much of an impact SEO can make- and particularly when the content has been written in a way that doesn’t feel like it’s been written by robots. (There’s an art to finding that balance, and it’s not an easy one!)
No one in our office knows anything about tattooing. (Or at least, we didn’t before taking on this job.) None of us even have a tattoo. But if you’re good at what you do, that really doesn’t matter. After doing a bit of research and talking to a client about the brand voice and business goals, a good content writer can write about absolutely anything in a way that sounds authentic. A good developer can get a site looking good and working seamlessly. And a good SEO analyst can provide the keywords and technical SEO to have a client rocket up the rankings.
If you know it’s time to have your website SEO optimised and reap the benefits, please get in touch.
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