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In 2015 Digiweb and Webdrive merged to become Umbrellar Cloud Hosting. Following a complete re-brand we needed to migrate an existing site from www.digiweb.co.nz to www.umbrellar.nz.
Digiweb.co.nz received a reasonable amount of brand traffic, but had never been optimised for relevant target keywords. The goal was to rank the new website on Google for several highly competitive keywords relevant for an expanded product set.
At the same time the entire category had become increasingly competitive with the entry of several internationals, including Godaddy, into the NZ market.
Following the 101 process of a website migration we needed to execute an SEO campaign to rank the new site on Google for a series of new product categories.
Initial research showed that these products were associated with highly competitive search phrases (‘hosting, web hosting, domain names’) where the vast majority of the 20K+ monthly search volume was skewed heavily towards head terms.
It was evident that there was very little opportunity to target less competitive, long tail keyword variations. It was a matter of ‘going for broke’ amd targeting the highest volume terms if we were going to deliver on company revenue targets.
The first step was creating content silo’s for each product set and ensuring that pages within each silo were optimised for search intent. Child pages were optimised for longer tail keywords, but the real goal was to funnel topical relevance and authority from pages within each silo to top level pages.
We acquired 3rd party links from high authority and topically relevant sites and pointed these to all pages within the each silo. Again the goal was to funnel authority, topical trust flow and relevance
Finally all pages were carefully interlinked to create a semantic map for Google to really understand the site and the relationship between pages, entities, topics and keywords.
Child pages were optimised for longer tail keywords, but the real goal was to funnel topical relevance and authority from pages within each silo to top level pages… these were the pages we wanted to rank.
The approach delivered a significant increase in targeted traffic with numerous top 5 and page 1 rankings for highly competitive head key phrases.
