Rise began by developing an integrated, site-wide keyword strategy. Through holistic analysis, Rise was able to take an informed approach to the new site architecture build-out by uncovering user intent and organizing the site’s content around that intent.
The technical development of the new site was driven by an SEO-first approach. To accompany the recommended new site architecture, Rise created a URL strategy that would capitalize on past value and authority already established by the brand.
Next, Rise provided recommendations to remove and merge sections of the old site to ensure the new site was streamlined, user-friendly, and properly optimized to best support the keyword strategy. Rise’s data-driven approach identified the most highly trafficked pages and enabled AEB and Rise to focus on the highest priority opportunities, while capitalizing on existing SEO equity. Once the site launched, realtime SEO monitoring quickly identified and resolved any issues that arose.