In order to achieve satisfactory SEO results, we first prepared a list of comprehensive optimisation recommendations for the www.expander.pl website, related to both the content and technical aspects of the site. Given the size of the site, the scope of the recommendations was very broad, all the more so because website optimisation is a continuous process and requires systematic updates and implementation of recommendations when needed.
The mostimportant elements that needed to be fixed or introduced were modification of title and meta description tags, creating new subpages, and expanding and updating existing content for positioned keywords. These changes had to be implemented on the website first if we were going to achieve any results. Then, we had to perform and repair existing internal linking, eliminate site map errors, verify and improve the structure of the site and URLs, and make the site mobile compatible. Errors regarding duplication and indexation appearing in the Google Search Console were also fixed. Our SEO activities focused on positioning as many as 100 core keywords as well as specific long tail phrases. All of them had extremely high competitiveness, and thus a large number of searches each month. We selected them with the goal of taking advantage of the full potential of the website. According to statistics, search results found in TOP10 and above have the highest clickthrough rate. That’s why proper selection of phrases with potential and ensuring they’re visible in at least the first 10 search results will allow you to achieve the assumed goal – increase in organic traffic to the page, translating directly into an increase in generated leads, and thus revenues. To make this possible, the second essential aspect of SEO 360º is off-site activities, which is highquality link building based on publishing valuable and engaging content. In order to achieve this goal, we decided to properly diversify the profile of links to the www.expander.pl domain, and enrich it with buzz marketing entries and content articles published on valuable and widely read websites, including on www.hbrp.pl and www.dorzeczy.pl in the economics section.