Brand excluded, blog excluded.
Worked with the client 3 years.
👉 Progressive gains over HCU/E-E-A-T and review updates
👉 Significant index clean up
► Parameter handling via robots.txt reduced reliance on canonicals
► Not found 404 validation & link reclamation
► Elimination of duplicate google chose different canonical than user
► Content cull and consolidation to reduce Crawled currently not indexed
► Blocked auxiliary paths under crawled/discovered currently not indexed
► Improved internal links for low link count pages with viable impressions
► HTTP 410'd persistent search spam and updated robots.txt
► Temporary URL removal for legacy URL paths with HTTP 410 served
► Soft 404s addressed with HTTP status change and empty result messages changed
► Addressed inconsistent protocols i.e. trailing vs non trailing slash
► Addressed pagination issues and converted to PUSHSTATE
👉 Full Tech Audit + Resolution
► Screaming Frog SEO Spider + GSC API crawl
► Segment out all higher priority fixes / issues and applied
► Addressed bespoke CMS issues and resolved sub domain issues
► Addressed render output issues for dynamically injected JS content
► Pagination conversion from infinite scroll to PUSHSTATE with pagination series index control
► Made sure all internal paths were consistent
► Addressed pages with low link counts
► Anchor map with refreshed alignment - great way to draw out pages that potentially cannibalise
► Addressed some cannibalisation (some persists, nature of business)
► Proper robots.txt management for path matched parameters
👉 Engaging/Value Content Strategy
► Content audit
► Last 3 Month YoY Page Click Gap
► Page segment and grouping by performance (gained, sustained, lost, dropped)
► NLP auditing (inLinks)
► Content Brief Generation with Information Prioritisation (AlsoAsked)
► Content production (diversified writers)
► Elimination of "article date rehashing"
► Added more engaging media to content
► Improved readability
► Information compression converting longer form to medium form content (same thing, shorter wording)
► Fitted more internal links based on "potential" user journies
► Clearer seperation between different content types in-page FAQS
► Vetted product UGC
► Bolstered E-E-A-T / improved coverage of editorial guidelines
► Initial content push then gradual reduction maintaining focus on quality & value
👉 Worked to Improve In Page Engagement / Session Performance
► Set up GA4 events for key CTAs
► Set up Microsoft Clarity (addressed rage clicks early on - issues with DIV overlay padding and CTA)
► Reduced CLS, changed cookie banner and header which created shift
► Content experiments with different in-page templates - this was to see how people reacted and engaged with various above the fold priorities/changes
► Floating CTA bar mobile test
► Condensed content mobile view
& lots more.
This post was originally shared by Daniel Foley Carter on Linkedin.