With the site audit providing some important information, it was then time to consult with the team at SITU LIVE on the structure of the site. The best way to go forward was to provide fresh navigation with primary and secondary pages, to help improve the site’s architecture which then goes in hand with a better overall user experience.
Following this, we needed to ensure that the content on their site was up to scratch to help provide quality copy on their site. Firstly, we drew up an extensive content calendar which provided us with the opportunity to draw out blog ideas and topics for the upcoming year. Included in this content calendar was an outline of providing two fresh blogs each and every month. Having this layed out in front of both us and SITU LIVE gave both of us the opportunity to alter anything we weren’t too keen on and also reorganise and push topics that fit the SITU LIVE mould the best. Having these deadlines already provided helped us move on to the following stage.
Going hand in hand with providing fresh blogs with the content calendar plan was the implementation of the results of the comprehensive keyword research. Having looked at the popular search terms surrounding topics relating to SITU LIVE, it was important to ensure that these words were included wherever possible in the written content on the site. This helps improve search engine rankings over time.
This also links to our extensive research of the SITU LIVE competitors. Having looked at their link profiles, Instagram followers and YouTube reviewers, it was clear to see what there was to gain for SITU LIVE. Having seen how their competitors were being received digitally and the authority they were building due to their link building, a similar approach was necessary in order to pick up the pace and catch their competitors.
After this improved technical site fixes and written content came tackling their lack of influencer marketing and overall digital PR. We were able to carry out an extensive outreach to a number of influencers, including bloggers, vloggers and Instagram influencers. This helped improve the brand awareness for people interested in most of the products that SITU LIVE highlight but weren’t aware of the brand.