We first did keyword research for every single product, laying out the intent for keywords and competition. We found many of the head terms didn’t seem to carry much buyer intent despite large volumes. We then built quality links through guest posting and niche edits to these key pages as well as keeping a natural profile with the homepage using partial match, brand and the occasional exact match to really give a push. It took about 4 months to see a real impact from the links but when they hit, they hit and Ahref’s traffic estimate doesn’t do it justice.
D4U had no PPC campaign at the time, the previous company had tried to run it without a medical exemption on Google. We gained exemption and over a few months of optimisation and adaptation we were seeing an ROI of 550% and that’s not including assisted conversions.
We don’t like to disavow links and we don’t really anymore since we personally believe that Google will now ignore most bad links. Disavows are only really useful in dire times and these were one of them, dragged down by thousands of comment spam links we filtered all these out and slowly disavowed them to rule out any value.
The pages were most of the way there, some tidying up of header classes and a new internal linking strategy with aggressive anchors to define pages and pass juice around effectively worked a treat. National is our forte and this was an exciting niche with a lot of potential and volumes.