The MN2S site we inherited was large and populated with content that had been published for several years, and gone through several iterations of design changes. We understood there was a clear need for an in-depth analysis to uncover whether the site’s content growth through various redesigns, involving changes to URL structure and information architecture, had created technical issues that could render it ambiguous to a search engine.
Our auditing process revealed significant room for improvement. We found and solved a large number of crawl issues such as:
- 4xx status codes
- 3xx status codes
- Duplicate URLs
- Indexable URLs that should be non-indexable
- Lack of structured data usage (in this instance, there were specific schema types we were aware of that could be used to positive effect)
The net result was an improvement to Google’s ability to crawl the site without encountering issues, enhanced user journeys through the site and restoring broken backlinks.
With a site seeing as much content growth as MN2S, it was essential to run technical analyses on a regular basis (as well as stay on top of developments in Google Search Console).
The MN2S site came with significant existing content opportunities to unlock. Guided by content pruning exercises, we were able to make vital changes to the site’s content makeup which would simultaneously achieve some of the following objectives:
- Identify and update previously top-performing content with new information and restore position 1-3 visibility
- Identify and consolidate duplicate and near-duplicate content to create more useful pages that answers the user’s intent
- Identify areas for growth where strategic content production would both fill a content gap for the website and provide better answers for users looking for specific information (based on SERP analysis)
UX & CRO
With MN2S seeing a steady trajectory of increasing numbers of ranking keywords and organic traffic, we set our sights on improving engagement, user experience and ensuring a mix of potential conversion opportunities.
Our design team collaborated closely with the MN2S team and created new designs for the booking category pages, the most valuable pages on the site. Each page provided a dense list of talent and it was growing more dense by the day. Our design team envisaged a solution that would both reduce load time and improve UX.
Other UX, CRO and design input was focused on user task completion. Using data from Google Tag Manager to measure events, we were able to make recommendations which had immediate results.
Read the interview with the campaign’s account manager to learn more about how we did it.