What did I do?
This is a HUGE website and to an extent I’m still pulling it all together. Tools such as Ahrefs, which use software to audit the SEO of a website, were reporting 100% score all of the time with the previous agency and this seemed good enough for them.
The truth is these tools have limits and flaws. I use them too but my technical SEO audit is vast and largely based upon experience (10+ years).
I spotted LOTS of glaring errors with the website and fixed as many as I could, I’m still working through these.
I published more content too. Perhaps I do keyword research differently to some other agencies because for the life of me I couldn’t work out where the SEO value lay within what the other agency had been doing over the last few years when it came to publishing content.
I did what I always do, researched it the way I think best and the response from the client? They loved the content, said it was spot on, written well and legally correct and completely different to what had been published previously.
I did no link building, this was technical fixes, finding the opportunities within the current content and researching/publishing more valuable supporting content that users would find engaging and useful.