The challenge
Visibility on priority UK queries had stalled and the pages that did get traffic converted unevenly. Crawl traps and loose canonicalisation held back indexation, the content footprint didn't map to how buyers search for IT support, and proof points and CTAs varied page to page.
What we did
- Fixed indexation and crawl traps, tightened canonicalisation, improved Core Web Vitals and added service and FAQ structured data.
- Reorganised services into a hub-and-spoke architecture, then rolled out targeted internal links into revenue pages once engagement improved.
- Built an entity-driven content map around 'IT Support' and moved publishing from monthly batches to a weekly cadence.
- Rebuilt landing pages with UK-specific proof points, persistent CTAs, social proof and GA4 micro-conversion tracking, with a calibrated paid search layer on top.
The results
- UK programme impressions grew from 127k to 420k, a 3.3x increase.
- Returning UK users up 89.5%.
- Total site users up 28% and organic sessions up 23.8% month on month.
- Average engagement time doubled to 2:00.
- Two priority pages led the gains at +27.7% and +32.4% clicks.