Challenges
When the client approached us, they were struggling with:
- Heavy competition for priority commercial keywords
- Keyword cannibalization across multiple service pages
- Weak backlink profile
- Critical technical SEO issues on the website
Goal:
- Increase organic traffic
- Improve site visibility
- Ran to top positions for key commercial queries
- Get more leads from Google search
Task:
- Analyze the technical condition of the site
- Collect and cluster keywords
- Create a new structure and content strategy
- Increase link profile
- Optimize page structure for unique placement and establish logical internal linking.
Initial Data Analysis:
- Target Audience: Small and medium-sized businesses in London in need of IT support, managed IT services, and cybersecurity.
- Competitors: Local IT support companies in London with strong content and backlink profiles.
What We Did
Stage I:
- Conducted a technical audit of the website and provided recommendations for fixing technical errors.
- Analyzed direct and adjacent competitors in the IT support niche.
- Performed a detailed service audit to identify the company’s key strengths.
- Collected and clustered keywords for priority services.
- Developed a new website structure, divided into:
- Service pages
- Industry-specific pages
- Location-based pages
Stage II: Full blog audit:
- Collaborated with the client to form a blog content strategy focused on IT support expertise and traffic acquisition.
- Optimized existing content (landing pages and blog articles) for relevant search queries.
- Provided recommendations for creating new commercial and informational content.
- Shared guidelines to prevent keyword duplication across the website.
Stage III: Link Building
- Developed a step-by-step link-building strategy.
- Offered recommendations for effective internal linking.
- Designed link-building strategies to grow the number of high-quality external backlinks.
Achieved Results:
- Increased organic site traffic and improved site visibility. Organic traffic increased by more than 2x. Site visibility on Google increased by 5x
- Priority pages reached the Top 10 for target keywords in London.
This happened shortly after we implemented our content optimization recommendations for an existing page. Previously, the page had mixed rankings — some keywords were already in the Top 20, while others were outside the second page of search results.
After optimization, all priority key queries were among the top 10.
Keyword rankings of the new pages:
- The issue of keyword cannibalization was resolved.
Below is the growth in page visibility in search results after implementing content optimization recommendations and eliminating cannibalization:
- The website’s Domain Rating increased from 30 to 37 due to the acquisition of high-quality external backlinks.
Key Quality Metrics:
- Streamlined and structured website
- Greater recognition in the local business segment
- Enhanced user experience through optimized content
Business Impact:
- Increased number of leads from the website
- Improved brand trust through an expert-driven blog
- Potential expansion of service coverage
What the Client Gained from Panem’s SEO:
- A website with a clear structure, optimized content, and high visibility
- Top-10 rankings for critical commercial search queries
- Significant growth in organic traffic and domain authority
Next Steps:
- Continue building high-quality backlinks
- Create and promote new location-based pages
- Further content optimization to adapt to the evolving competitive landscape
Conclusion:
A well-crafted SEO strategy, solid technical foundation, thoughtful content, and effective link-building formed the backbone of this project’s success. Thanks to the implemented solutions, the client overcame key challenges and achieved steady growth, securing a place in the Top 10 search results.
A critical success factor was the strong collaboration between Panem’s SEO team and the client’s marketing department — clear communication and defined responsibilities ensured consistent progress and outstanding results.
