From a technical point of view, the site required a unique audit and bespoke actions in order to best handle the websites vast number of pages and complexities.
Challenges include ensuring similar pages were uniquely optimised, handling dynamically generated content and integrating the site’s heavy use of in-site search driven navigation.
The campaign was all about making Primary Care Professionals the number one destination for nurses and GPs in the UK looking to make the best possible career move.
Their SEO campaign aimed to drive rankings across a wide pool of location orientated keywords, while boosting the performance of a handful of top level pages, including the homepage. Whilst the goal was to drive incremental traffic, the focus had to be on driving the right kind of traffic and the most relevant of audiences.
What we delivered
Distinctly’s technical audits covered a plethora of SEO must-haves from site-maps to robots, canonicals to Meta, 301s to 404s – the technical list was incredibly comprehensive. To effectively manage the technical needs of this website, we worked in phases, tackling priorities in order of impact vs. complexity.
First, we executed a round of technical hygiene basics, ensuring the foundations were laid for further improvements. Next, we set about producing 100% uniquely written content across the top 100 nurse and GP pages – prioritised by search volumes to maximise return on investment.
All our technical work has been backed up with fantastic linkable content (in this case, an encouraging infographic about the state of NHS vs. the rest of the world) and influencer outreach activity.
Technical SEO is the foundation on which positive SEO growth is built. Ultimately, it’s all about the users. Distinctly always places the user first, which is key because so does Google.
Technically sound websites are vital for a good user experience. Get that right and Google rankings will follow suit.