The Challenges

Throughout 2018 Mr & Mrs Smith’s organic visibility reported an unstable decline with significant fluctuations. Over a 2 year period there was a linear decrease of -15% with around 45% of the keyword portfolio falling out of SERPs and many more terms losing ranking positions across the portfolio.

The Solution

addmustard began by identifying a Google penalty and provided manual removal recommendations. These included multiple manual URL fixes across the site and updates to the markup. Subsequently, Mr & Mrs Smith’s penalty removal request was approved in November 2018.

Alongside these recommendations, technical barriers were identified and resolved while key updates to on page meta data were implemented to improve targeted terms for luxury travel across all of Mr & Mrs Smith’s core pages.

The Results

These actions resulted in a 26.8% increase in visibility since the turn of the year.

“Addmustard worked with the board, marketing, technology and brand teams at Mr & Mrs Smith and provided amazing service, insight and helped us accelerate a number of critical projects and campaigns to enable us to scale our business. The entire Addmustard team really took time to understand our business, challenge us and rolled their sleeves up to deliver some great solutions and campaigns for us. I look forward to continuing a long term relationship with them for many years to come.” – Julian Diment, Chief Growth Officer

growth in organic visibility
Increase in conversion rate

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