Burhouse SEO

We approached the project with a three-pronged strategy, focusing on structure, relevancy and authority.

With the absence of a traditional category/sub-category structure, Burhouse’s website relied on filters to categorise products. When categories are created this way, content can’t be added, effectively leaving search engines in the dark. We systematically worked our way through the site and added in a more robust URL structure, tackling over 200 pages in the process. Not only would this future-proof the site and allow for growth, but it allowed us to add a hierarchy, which is important for search engines to know how pages and categories interrelate.

Furthermore, by creating individual categories, we could then add content, update meta data, and implement a thorough internal linking structure to help search engine spiders crawl the site – an essential consideration of an ecommerce site.

Lastly, we discovered old versions and sister websites were still online. While this may have also caused duplication issues, the main problem we found was these sites had some very strong backlinks. The authority of these backlinks was simply going to waste. Instead, we took ownership of the sites, closed them down, and redirected all URLs to corresponding pages on the current site, ensuring it had as much authority as possible.