Our Strategy – Leveraging Relationships
Technical SEO optimisations aside, our client focused on 3 things:
1. Creating Quality Content
Keeping their audience firmly in mind, we identified themes that needed to be addressed. Against each theme we then brainstormed a long list of topics to write about.
Armed with this list, the Association reached out to its network of members (both clinicians and academics) to source appropriate and willing writers. Within weeks articles began to flow in.
2. Multi-Channel Engagement
These articles were published on the new website on a fortnightly basis. They were also cross-published on the corresponding Google MyBusiness listing. Finally, a monthly email newsletter pushed these articles to subscribers – both internal members of the association and the public.
3. Meaningful Backlinking
Finally, to get their domain authority score up in the eyes of Google, the Association made the strategic choice to focus on meaningful backlinking. Rather than approach directories across the board, it leveraged existing professional relationships to focus on related websites with the highest domain authority.