In order to compete in the big league, we approached the challenge using technical SEO, on-site optimisation, content marketing and outreach. At the time, the website wasn’t completely built with SEO in mind. Therefore, the first task was to overhaul the site information architecture in order for it to be scalable. Once we had the foundations in place, we spent a lot of time making it fast, ensuring it would pass all the Core Web Vitals as well making the user experience as seamless as possible.
At the same time we conducted a very large keyword research across all the products and locations to identify which locations and pages would need to be created in order to start ranking for local queries. And, once we mapped out all those new pages, we updated the navigation to reflect our new IA and allow Google crawlers to access and index all of those new pages.
But we did not stop there. We wanted those pages to be unique and rank high so we created optimised content, starting with the top locations pages.
On the content marketing front, we created a new blog to have a constant stream of new and interesting content to be able to target users further up the user journey. So far, the blog has a wide range of articles talking about parking, garages, laws and regulations, but also features some light-hearted, cultural topics related to the time of the year.