The Challenge
HollandGreen, a firm of architects specialising in luxury designs, faced the challenge of targeting and ranking for ‘luxury’ keywords to attract a broad and relevant audience. The original website prioritised imagery and showcased case studies prominently, which limited its ability to rank for a diverse set of terms. Additionally, structural issues like query string URLs hindered its organic visibility and search engine indexation.
To address these challenges, we developed a comprehensive SEO strategy that included a complete URL overhaul to eliminate query string URLs, the introduction of tertiary navigation to improve site structure and internal linking, and a focus on EAT (Expertise, Authoritativeness, Trustworthiness) principles throughout the site’s content. A targeted link building campaign was also implemented to boost the site’s domain authority and improve rankings for competitive luxury-related keywords.
Fixing Structure Before Chasing Luxury Keywords
Terrier’s SEO process starts with the crawl: establishing what a site can and cannot index before any keyword work begins. For HollandGreen that meant the query string URLs identified in the audit had to be resolved first, because a page Google cannot cleanly index will not rank for a competitive term no matter how the content is written. Tertiary navigation and internal linking were then built to carry authority to the pages meant to own each luxury keyword. The architecture-and-on-page stage that comes before content and link building in Terrier’s standard 90-day structure.
A 22%+ organic search increase and a 32%+ visibility increase, alongside a Trust Flow score of 19, describe ranking and authority movement, not booking or enquiry numbers, but for a firm competing on “luxury” terms against sites with a longer content history, that scale of movement is what makes the keywords reachable at all.
