All-encompassing SEO strategy for a tech company website renewal
A global B2B tech company offering IoT products and services sought a comprehensive website renewal. The goal was to improve usability and clarify their complex offering – not only to their customers but also internally. Together with a team of developers and a designer, we set out to realise the team's dreams.
Role: In charge of SEO & content
Team: 2 developers, 1 designer + the client team
My role in the project
Competitor SEO benchmarking
I developed a board highlighting key SEO metrics and providing an overview of the client company’s top-performing content alongside that of their main competitors. This enabled us to assess our current position, set realistic goals, and identify strategic areas for focus.
SEO keyword analysis
I conducted an in-depth SEO keyword analysis, gathering relevant themes and keywords from various channels owned by the company and its competitors.
SEO-based website architecture
Collaborating closely with the client, we refined the keyword pool into a focused list of high-value, realistic options. We then strategically outlined targeted content clusters and selected keywords to shape the new website structure effectively for SEO.
SEO content training
To help the client team build a strong understanding of SEO, along with best practices for content creation and team workflows, I conducted a focused SEO training session for their team members.
Detailed SEO content instructions
The client team opted to handle SEO content production internally. To ensure the content creators had a clear understanding of the requirements for each SEO-optimised page, I developed detailed guidelines on keyword usage and other essential elements to incorporate.
Internal linking for SEO
To ensure an efficient site structure that allows crawlers to prioritise SEO-optimised pages, I developed internal linking guidelines for existing content. These guidelines included specific placements and anchor text recommendations to enhance both linking ease and SEO effectiveness.
Conclusion – “The best website renewal project”
Together with the team, we developed meticulously crafted, SEO-optimised cornerstone pages—polished "crown jewels" for the new website. These pages are designed to reach potential customers at the crucial moment when they’re actively seeking solutions, ultimately driving tangible growth for the business.
The client was highly satisfied with my contributions to the project and the overall project outcome. The client’s team lead felt that the initial benchmarking session provided invaluable insights into the key topics to prioritise. Overall, the client’s team lead kept singing the praises of the entire team, emphasising that this is the best website renewal project she has had the pleasure of working on.
Communication remained strong throughout the project, and they appreciated my expertise and guidance not only in SEO but also in optimising page elements for conversions and business growth, which they felt were essential to the success of the new website.