Re-establishing Ronseal as the DIY expert
Google favours detailed, in-depth content that engages users and thoroughly answers their questions on a given topic. And because Ronseal wanted to be a market leader, its content needed to outstrip anything its competitors were doing.
First, we needed to understand what topics were relevant to Ronseal’s audience and what they wanted to read about.
Extensive keyword research gave us the direction we needed. It influenced the sitemap and the categorisation of product pages which helped its products rank for a wider range of relevant keywords, capturing more search traffic.
The keyword research also helped us better understand the quality of Ronseal’s content and how to optimise it. The website was bloated with fragmented guides and blogs that underperformed and didn’t give users the value or extensive answers they wanted.
Improving the content became a pressing priority as, in March 2019, Google’s core algorithm update reduced Ronseal’s visibility further, because of its low-quality content.
We audited the content and removed redundant pages which didn’t increase the site’s visibility in search engines, had minimal visits, or poor dwell time.
For the articles that performed better, keyword research unveiled opportunities to optimise and improve it. The result is detailed how-to guides that are easy to follow, answer users’ questions, and better competitors’ content.
We also used keyword research to understand when to serve topics to users at the right time. This informed a detailed content plan comprised of existing and new content which is optimised for maximum impact, reach, and visibility.
However, Ronseal’s website infrastructure was fragile, and changes caused outages. While inconveniencing users, the outages also threatened to impact Ronseal’s visibility as a down site affects Google’s ability to crawl and index pages in the search results.