Increasing Forthglade’s Site Visibility by 153% 

IndustryLifestyle

111 backlinks between Nov 23’ - Nov 24’

82% of backlinks pointed to target PLP/PDPs

413% of the annual KPI achieved

Working with Forthglade

Forthglade is a premium dog food brand, specialising in wet and dry grain dog food suitable for all breeds. They partnered with us wanting to better understand underlying SEO opportunities on the site, having never previously focused on organic search as a marketing channel and wanting to reduce their reliance on paid.

The Challenge

Ultimately, Forthglade 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 identify issues holding back organic success.

Our Strategy

Using our keyword analysis and audit findings, we identified key technical, on page and content deliverables to enhance the performance of our priority site categories. This involved:

  • Creating new subcategories to more effectively target high volume/interest keywords, such as types of food by life stage
  • Creating optimised, commercially-focused content for our new subcategories
  • Optimising existing categories, improving targeting of page titles and H1s, and including optimised H2s
  • Amending the header structure on existing categories to make targeting more focused and relevant
  • Optimising navigation anchor text for categories
  • Auditing and improving internal linking between categories and subcategories 
  • Creating strategic blog content supporting our priority categories, building topical authority and internal links

Results

Working with Forthglade, we achieved the following results: 

  • In just over 5 months of working on the campaign, we saw a 40% increase in top 10 ranking non-brand keywords for category pages
  • During the same period, overall site visibility increased by 153%
  • Visibility for collection pages also increased by 214% 

Some of the top keyword wins we achieved include:

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

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