The project focused on a digital marketing agency that already had a stable search presence but needed to scale its organic traffic and improve rankings for highly competitive service-related keywords. The objective was to audit the existing On-page structure and provide a roadmap for template optimization and internal linking enhancement.
Performance & Keyword Analysis
- Market Presence: The agency was already ranking for high-intent terms like “Digital Marketing Agency,” “PPC Management,” and “Social Media Marketing.” However, many secondary service pages were underperforming.
- Content Gap: The audit identified that while the core service pages were indexed, they lacked the semantic depth required to move from the second page of Google to the Top-3.
On-Page & Template Enhancements
- Category Page Optimization: A new structural approach was proposed for service category templates. This included optimizing metadata (Titles and H1s) and adding structured content blocks to better satisfy user intent.
- Blog Template Overhaul: The research revealed that the blog’s internal linking was static. A recommendation was made to implement “Randomized Related Posts” blocks. This simple change increased the number of internal links per page and improved the crawl frequency by signaling to search bots that the content was being updated.
- Image SEO: Guidelines were provided for using Title and Alt tags across all visual assets to capture traffic from image search and improve overall page relevancy.
Technical UX & Maintenance
- Orphan Page Mitigation: The audit identified several high-value case studies and blog posts that were “orphaned” (lacking internal links). A plan was developed to integrate these into the site’s main navigation.
- Error Cleanup: Several indexed 404 pages were identified, and a 301-redirect map was created to reclaim lost link equity.
- Bug Identification: A critical scrolling bug on specific service pages was discovered and documented for the development team, ensuring that SEO improvements weren’t hindered by poor UX.
Conclusion
The project provided a precise set of On-page instructions that allowed the agency to refine its most valuable commercial pages. By implementing the proposed template changes and dynamic internal linking, the foundation was laid for a significant increase in organic visibility. The project successfully concluded with a prioritized implementation checklist for the technical and content teams.
Content Strategy for a Digital Marketing Agency (1MB PDF)
