Supporting On The Edge’s SEO with a site launch
On The Edge, a Market Harborough based framing company, were launching a brand new website. To support this launch, they needed somebody to manage their SEO and make sure everything was optimised correctly - then maintained.
Introducing SEO
On The Edge are an independent picture framing business, who wanted to take advantage of SEO to effectively become more prominent in their market. As I began working with Rob, co-owner, I explained the concept of SEO and how it works to ensure a mutual understanding was in place.
Getting prepared
My involvement began before the website even launched, where I created a tailored pre go-live checklist to ensure the website went out to the public when ready from an SEO point of view. The list consisted of over 20 factors that needed to be fixed or sorted before launch day.
I also helped them form a content strategy, competitor analysis and conducted numerous technical site health checks using specialist tool ScreamingFrog to identify any SEO issues for improvement.
Keyword analysis
I worked alongside the client to identify the best keyword set, then we worked together to optimise content, images, titles, and metadata. Part of the strategic offering was to make sure the client understood the importance of regular content and engaging users through other channels, like social.
On The Edge also have an online shop, which uses bespoke-coded software rather than WordPress.
From an SEO perspective, the way the shop and local business website was structured was difficult. The shop used the same domain just with ‘/shop’ and as soon as you click, you don’t appear to have moved anywhere but you have completely left the WordPress side and gone into some magical bespoke system. Trying to identify ways to rank two completely separate things under the same name supposedly was a big challenge.
Results coming soon…
“Having Charlie keeping an eye on the performance of our website, and flagging up issues that need addressing, allows us to get on with running our business without having to try and grasp areas of the internet that we don’t have the time to understand. It’s made a significant difference to the results we get from our web presence and gives us peace of mind that we’re keeping up with the ever changing world of the web.”
