G Johns & Sons - SEO site Strategy & audit

How Uncapped Media Spend Helped G Johns & Sons To Achieve Their Full Potential

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The client came to us and was eager to boost their organic performance across the site.

With their limited knowledge of SEO and search, we were required to design and create an SEO strategy to support their main goals and objectives of increasing visibility within search engines and driving highly valuable conversions across the site.

The client currently gives us 16 hours a month of SEO time, which we divide across Technical SEO (6 hours), and Outreach (10 hours). Firstly, we pulled together an SEO roadmap and technical audit stemming from their primary business objectives to ensure that the overall SEO strategy was tailored to support these objectives.

The first step was to scrape back and understand G Johns & Son's products on the site while researching for the exact keywords potential users are searching for within this market.

Secondly, the brand only focused on one branded keyword per landing page without consideration of secondary and tertiary keywords that received fewer search volumes but less competitive keywords.

A crucial area that we needed to address was users who were more in the investigational stage and maybe searching with a more informational motive such as “Are polished brass products made of real brass” and ‘What colour is polished brass”.

This led to the creation of an FAQ hub, which addressed all FAQs that users were searching for when in the investigational stage; this provided us with crucial opportunities to increase our chances of getting an FAQ-featured snippet, which allowed us to engage with new users who were not previously aware of the G Johns brand.