Keyword & SEO analysis - we conducted an SEO audit and keyword research to assess the target audience, related search terms in the US compared to the UK markets, and size the opportunity for Oxford to rank for these terms in both markets. This research and analysis laid the foundations of our strategy going forwards.
Competitor landscaping - we undertook competitor analysis to identify top performers within the UK and US organic landscapes and benchmarked how Oxford performed against these.
Recommendations on what actions should be considered to compete against these bigger brands in the space were provided.
Technical auditing - which considered aspects such as site architecture, indexing, internal links, mobile, speed, UX/CRO, rendering, crawling, and international SEO.
Our audits use a scoring system to rank our actionable recommendations in order of priority, impact on SEO, and ease of implementation. This allowed us to focus on recommendations to drive a return as soon as possible.
Link audit and competitor gap analysis - this involved an in-depth review of Oxford's backlink profile compared to top performing brands within the SEO landscape.
We considered an array of factors to understand how Oxford should promote their brand on other external websites, the topics competitors were gaining coverage for, and more.
Content strategy - our content audit of the existing site informed recommendations including new topics that Oxford should write about. We also considered the different media formats within content throughout the creation phase of the project, for maximum engagement and search visibility.
We delivered our strategy to the Oxford board of directors, and rolled out support with support with lead generation, performance monitoring, reporting set-up, and on-going insights using Herd's proprietary ranking tools.
The above have all played a part in driving organic visibility and content performance for Oxford.