Venner Shipley – the importance of site structure

Problem.

As cross-sector, IP specialists, Venner Shipley presents large amounts of content relating to its legal capabilities online. They were experiencing difficulty when tracking the affect of this online activity – their goals were not being tracked and there was a dramatic decrease in organic traffic to the site, year after year.

Solution.

The site needed a complete structural overhaul so that Google could read it corectly. This would increase the site’s internet search appearances and ultimately increase organic traffic. To make this happen, we added organisational, local business and article structured data, as well as optimising the brand’s Google My Business locations and address the site slow load speed. As well as implementing all these structural issues, we put tracking in place across the site to identify the number of leads the site was generating each month

Results.

The restructured site performs far better in organic search and ultimately lead to:

  • An increase in the site’s organic traffic
  • The identification of leads generated by the site each month
  • A dramatic increase in brand referral traffic from the new Google My Business locations

NOT WHERE YOU WANT TO BE DIGITALLY?


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