In mid-2014, the site suffered from a severe Google penalty, qualifiable by bad backlinks and multiple technical accessibility issues. In planning for a new site and migration as part of Resorthoppa’s rebrand to ‘hoppa’, addmustard needed to ensure that all SEO best practices were adhered to and in doing so, a speedy, efficient and functional website was delivered.
What we did:
Created an intuitive site accessible for both users and search engine robots
Ensured the fast delivery of site content
Refined, expanded and re-published content, adjusting to meet new brand requirements
Channeled all existing SEO efforts into one internationalised brand: hoppa.com
Removed keyword cannibalisation between B2C and B2B brands
Implemented solutions to potential migration issues
Adhered to ‘best practice’ in every area
Added Feefo reviews to all viable pages
Integrated content expansion APIs i.e. weather, maps, local attractions etc.
Traffic up 50% YoY in the month of July
Average CTRs of 15%
The ‘.com’ site eclipsed the retired site as a result of effective canonical tag implementation
Structured data is now being located, acknowledged and declared error-free by Google crawlers
Indexation up to 51.2% (a gain of 38 pages WoW)