Forthglade

The Challenge

Forthglade came to us interested in the opportunities SEO could bring, having never been SEO-focused and wanting to reduce their reliance on paid search.

They wanted to increase site visibility overall, with a particular interest in their core categories and a couple of new product ranges.

We carried out an opportunity analysis to find out where the key areas for growth were, and audited the site to look for issues holding back organic success.

Our Strategy

Using our keyword analysis and audit findings, we identified key technical, on page and content tasks to enhance performance of our priority site categories.

• Create new subcategories to more effectively target high volume/interest keywords – types of food by lifestage
• Create optimised, commercially-focused content for our new subcategories
• Optimise existing categories better, improving targeting of page titles and H1s, and including optimised H2s
• Clean up header structure on existing categories to make targeting more focused and relevant
• Optimise navigation anchor text for categories
• Audit and improve internal linking between categories and subcategories 
• Create strategic blog content supporting our priority categories, building topical authority and internal links

The Results

• In only 5½ months, we’ve seen a 40% increase in top 10 ranking non-brand keywords for category pages
• Overall site visibility has increased 153% during this time
• Visibility for collection pages has increased 214% during this time

Some of the top keyword wins we have earned are:

• Wet dog food (search volume 3600) – 4th > 1st position
• Wet puppy food (SV 1300) – 3rd > 1st position
• Dry puppy food (SV 880) – 61st > 1st position
• Hypoallergenic wet dog food (SV 1000) – 5th > 1st position