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In 2016 The Umbrellar Group acquired Freeparking. The website was positioned well on Google with multiple top 5 ranking positions and a significant volume of organic search traffic from target keywords relevant to domain names and web hosting.
A new website had recently been deployed along with the migration to https. When the website was handed over rankings were slowly declining, along with traffic, conversions and revenue from organic search.
The critical first step was find out why the site was moving backwards in Google and apply remedial measures to arrest the decline.
After an extensive backlink audit it was evident that Freeparking had previously commissioned poorly executed link building activity. This was negatively affecting rankings. We immediately implemented a backlink detox programme, removing links where possible and disavowing the remaining links through Google Search Console.
This arrested the decline
Stage 2 involved regaining and improving upon keyword ranking positions, organic traffic and consequent revenue. Following a thorough technical SEO audit and applying on-site fixes we moved to a content led SEO strategy publishing and promoting content both onsite and offsite to build domain authority, trust flow and topical relevance.
Content was strategically interlinked to create a semantic map for Google to understand the site and it’s relevance to a wide variety of target keywords.
The approach delivered a significant increase in targeted organic traffic from Google, with numerous top 5 and page 1 rankings for highly competitive head key phrases.