Cornerstone content and blogs for totality services
I love seeing new client SEO content live and seeing results so quickly.
In August 2022, Luis (Director and Co-Founder at totality services) reached out to me after their website had been hit by Google’s helpful content updates. After overhauling their website in the autumn, over the following months we worked together on a whole bunch of SEO content.
“
Alice is a pleasure to work with. A clear and direct communicator, every time she hit the nail on the head with the brief. Her SEO expertise were definitely needed and we’re excited to continue working with her
Luis Navarro, Director & Co-Founder at Totality Services
Where we started
After being hit by Google’s Helpful Content Updates, totality needed help to improve their rankings for their primary target term “IT support London” and some additional keywords they wanted to target.
Although they were performing well in the Google Local Pack, they had slipped out of the top ten search results for many of their targets. So as well as overhauling their sitemap and website copy, we needed to focus on in-depth SEO content for key services and their prime location in London.
Here’s a summary of the challenges we needed to overcome:
- Reduce spam penalties from Helpful Content Update
- Improve internal linking and anchor text
- Create cornerstone page ideal for both location-based ads and organic search
- Cover everything someone needs to know to begin the engagement process
- Teach people how IT support works without bogging down in technical details
- Provide different types of content and learning within the content
- Improve and prioritise accessibility
- Improve rankings for IT support London across Google and Bing
- Start ranking for keywords related to Cyber Essentials certification
And the great thing is, we’re already seeing results.
What we worked on to fix this
- Created cornerstone content and the first four supporting blogs
- Semantic keyword research
- Content analysis of competitors taking the top spots on the search engines
- Focus on keywords including “IT support London”, “IT support services”, and other related semantic keywords for one group of content
- Focus on keywords relating to Cyber Essentials certification for the second group of content
- Strip back technical content to keep things simple while providing in-depth coverage
- Focus on content design to improve accessibility, scannability, and improve time on page
- Integrate video content into the page, alongside transcripts for accessibility
Getting results quickly
At the time of writing, the cornerstone content have been live for less than 6 months. And only some of the supporting blogs are published.
Despite this, we’re already seeing considerable improvements in rankings across Google and Bing, including rich snippets, improvements in local SEO, and top 10 results for keyword they has previously struggled to target at all.
And while many people in SEO don’t take Bing seriously enough, it’s likely the default search engine for many of totality services’ target clients.
Here is a snapshot of ranking results after just a few months:
- Small business IT support up 80+ places on Google
- IT support for small business up 60+ places on Google
- Small business London IT support up 4 places on Google
- In the top 5 results on Google for 8 high-value keywords
- In the top 10 results on Bing for 7 high-value keywords
