Approach
1. Initial Audit & Research
The project started with an SEO audit to assess the current state of the site. As a relatively new website with little content and few backlinks, the primary issues were:
- Low domain authority
- Thin content across key service pages
- Missing or unoptimised metadata
- No clear content structure
Simultaneously, I conducted keyword research to identify:
- Core service terms (e.g. custom campervan conversion)
- Longer tail informational queries (e.g. "How long does a custom campervan conversion take?")
- Brand and model-specific searches (e.g. Ford Transit camper conversion)
2. Content Optimisation
With the research in place, I prioritised keywords by search volume, competition level, and relevance to Wandering Wheels' services.
Key actions included:
- Optimising existing page content and metadata for primary service keywords
- Expanding service pages with additional information to combat thin content
- Introducing FAQ sections on service pages, targeting longer tail questions that competitors hadn't addressed
- Creating case study/project pages to capture demand around brand and model-specific conversions
3. Technical SEO
A light technical audit uncovered minor issues such as missing alt text, lack of internal linking, and inconsistent metadata. I fixed these issues to ensure the site was technically sound before scaling content efforts.
4. Knowledge Transfer & Framework
Given the lack of in-house SEO experience, I provided a content strategy framework to enable Wandering Wheels to build on the initial results independently. This included:
- Prioritisation of future content ideas
- Keyword mapping for blog topics
- Guidelines on writing optimised content
- Internal linking best practices
My take
Despite starting from scratch, Wandering Wheels quickly saw measurable improvements in both traffic and user engagement. The combination of keyword-driven content optimisation and a focused long-tail strategy helped them carve out a niche in a competitive market — while the framework provided a clear path for ongoing SEO development in-house.