Since PIA is a small company compared to the large multinational players in the market who typically have access to huge marketing budgets, we had to think outside the box to create strategies that were highly effective but within tightly a controlled budget.
The plan was to use a combination of technical onsite, content development and offsite strategy. Here’s a breakdown of the exact process we used
- We performed a manual site audit, using a 127-point checklist we identified several issues that needed fixing to improve the performance of the site.
- We developed the content of the site by adding new relevant and informative pages that provided valuable resources for third parties to link to thereby improving link weight naturally.
- We outreached to highly relevant blogs that were authorities on subjects that overlapped with pets and pet insurance. We wrote guest posts for their sites in return for natural links back to our client’s site.
- We identified and implemented internal linking opportunities across the site, especially within the new content, which enabled the value of the newly acquired links to be distributed through out the site, but most importantly providing value to the reader.
The creation of new highly relevant pages with great informative content was one area that we feel gave us a big advantage.