CodeAndPepper.com

When performing activities on the site, we cooperate with the content marketing team of Code & Pepper. Our specialist became a team member who oversees all the steps and provides necessary support and information related to SEO.

Weekly meetings allow us to understand the client’s industry and requirements – we devote them to discuss strategies of content development that are supposed to be user and Google-friendly. We work together in meticulously managed Trello that makes it easier to check the work progress.

When performing our activities, we focus on the UK market:

• We select phrases with the highest volumes in the UK,
• During the link building process, we choose pages valuable for google.co.uk.

However, it’s crucial to keep in mind that the page comes with the .com domain, therefore, all SEO activities affect its global visibility.

At the very beginning of cooperation, we conducted classic keyword research and a thorough website audit that indicated elements needing improvement.

Problem 1: Insufficient number of subpages

When we started the cooperation, the website didn’t have separate landing pages for each individual service, it only had the “services” tab. Following our recommendations, the menu was expanded with extra subpages and the process is constantly continued. The ongoing development of the blog has an impact on the increased number of indexed subpages.

Website menu before developing the “services” subpage:

Current website menu:

Such an approach improves website visibility on keywords related to relevant services. Thanks to the fact that every service has an individual subpage, Google knows when to display particular subpages to users.

Problem 2: Insufficient amount of website content

An insufficient number of subpages translates into an insufficient amount of quality website content.

During our cooperation with the Code & Pepper content marketing team, we devise recommendations and tips that indicate how to prepare content that is Google-friendly.

For each text, we prepare:

• keyword analysis,
• competitor analysis,
• suggested Title and guidelines for Meta Description,
• suggested URL (slug),
• suggested text length.

The Code & Pepper team creates content and publishes it on the site according to our guidelines. Then, we verify and optimize these texts. Such a cooperation model is incredibly effective.

An exemplary subpage devoted to the End-to-End Development service: https://codeandpepper.com/services/end-to-end-development/

Code & Pepper means real specialists in the field who happily share their expertise on the blog. They know best what the current industry trends are, therefore, they suggest topics for blog entries and we check their SEO potential. Apart from various articles, they also decided to follow our suggestion on launching their own press release with news from the industry – it’s called FinTech Wire. It’s published on the website every week, without exceptions. Such activities affect the E-A-T (Expertise – Authoritativeness – Trustworthiness) which are indicators of the site’s quality.

When it comes to the industry Code & Pepper operates in, a blog is frequently the first stop on the customer’s purchase path. Therefore, intense content marketing activities translate into an increased conversion rate.

Problem 3: Unoptimized internal linking

In the beginning, there weren’t enough subpages that had a negative impact on internal linking. Modification of the menu structure turned out to be pretty helpful, however, we saw more potential here.

For example, elements such as the ones shown below were visible on the website – we suggested creating appropriate landing pages and providing links to them:

A list of services before optimization, without internal linking:

Current website blocks with links to relevant services:

The footer is another page element that can be used to support internal linking. It’s an ideal place for links to the most important service subpages or recent blog posts. We recommended certain modifications also in this respect and Code & Pepper decided to implement them.

The website footer before optimization:

The current website footer:

We managed this process until October 2020 (inclusive). However, then the client stated that more consultations would be more valuable for the company and that they would carry on with the link building process on their own. Thus, we prepared a set of relevant guidelines for specialists working at Code & Pepper and we’re at their disposal in case any help or clarification is needed.

Website parameters in Ahrefs before cooperation:

Chart with domains and backlinks before the cooperation:

Current website parameters:

Chart with domains and backlinks currently:

• Increased website visibility in google.com:

• Increased website visibility in google.co.uk:

• Increased Google visibility and organic traffic (Search Console – the last 16 months):

• Organic traffic improved by 174% since May 2020:

Joanna Nicpon

SEO Specialist