Yappy

From a Tech SEO perspective, our first stop was to conduct thorough tech crawls and a GSC audit to develop a Tech SEO roadmap. Projects included developing a canonical tag strategy to address duplicate content, fixing hreflang & no-index issues, and reviewing and developing schema implementation strategy.

Our next port of call was to optimise on-page content to encourage better rankings for keyword opportunities and for rich snippets. We developed a keyword strategy and optimisation plan and identified priority pages to inform order of optimised on-page content creation. In addition to this, we wrote optimised metadata for each target category to capitalise on keyword opportunities, and conducted a large-scale roll out of 1,000s of breed categories.

Identifying link building prospects was also going to be key to achieving our objectives. We conducted a thorough internal linking review to pursue and fix broken links, and secured new links through forums and directories.

We knew that for Paid, multichannel was key. With this in mind we introduced a robust multichannel strategy across Meta, Google Search, Shopping, YouTube and Performance Max. We mapped out an approach that focused on introducing new audiences at the brand awareness level, and segmented remarketing at consideration & conversion level. Furthermore, we ensured that relevant and on-trend creative was being pushed to these new users across the various channels.