Starter SEO strategy
@ Wandering Wheels — I created a 'starter' SEO strategy for campervan conversion company, generating 2000 sessions in ~6 weeks
TLDR; The results
- Over 2000 sessions generated within approximately 6 weeks of deployment
- Average engagement time of 1m 30s+
- Engaged session rate of ~75%
- Installation of GA4 and connection to GSC to analyse results and monitor search hygiene
Read on to understand how I tailored my approach to suit the team's needs and drive real results.
SEO has to start somewhere
In 2023 I collaborated with Wandering Wheels, a UK-based campervan conversion company, to create a starter SEO strategy. Like most SEO work, the aim was to improve visibility and generate organic traffic for their site. At the time, most of their traffic came from social media and referral sites. Steady, but not enough to drive business value. With no prior SEO experience in-house and a low domain authority, the challenge was to deliver quick wins and quality traffic while setting a scalable framework for continued growth.
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.