Search Engine Optimisation (SEO)
Squawk Voices originally reached out to me through a mutual connection to see if there was anything they could do to improve the SEO of their website.
After an initial audit of their website, I identified a strategy we could use to bring Squawk from almost no search visibility to a recommended structure as per the Google Web Vitals metrics.
This would be done by first generating individual pages for each piece of content that existed in their CMS, as well as generating optimised pages for speed, and more importantly a high-quality site structure in the eyes of Google and other search engines.
Measuring Our Success
To measure success, we had no baseline to compare against, as the current website did not rank at all. All pages were built 'on the client' which means Google never sees them.
Instead, we used the same Google speed metrics that Google themselves use for comparing any site against others ranking for a similar keyword, including the three Core Web Vitals: LCP, FID & CLS.
What We Achieved in SEO
Overall the project was a massive success. Prior to working with Squawk, their website didn't index for any pages other than their homepage.
This wasn't down to the quality of the website, but rather the framework it was built on (CRA) and the way it was structured.
By building a strong foundational structure for the site, and using valid, semantic HTML markup; we were able to achieve results that Google recognised as a quality website, that should be ranked appropriately on their results pages.
In summary we achieved -
React & Gatsby
As a forefront adopter of GatsbyJS (I've even got courses on building your own site), I knew what parts of the Gatsby ecosystem the project could benefit from.
Normally when a website is visited there are several processes that need to complete before a page even begins to load in your browser! You're asking for a page, the site then queries the data it needs from a database, there's some quick shuffling around, and then eventually... you're returned a web page.
Breaking the Norm
We instead focused on looking at what assets could be cached locally to devices after visiting the website once (CSS, JS, Fonts, Imagery) which enables all pages of the website to load almost instantaneously. Because of the way the site is now built, we can cut out several processes that 99%+ of the web has to go through.
Do you want the page? Done. No faffing around.
Honestly, it's hard to describe just how quick these pages are, I invite you to check the site out and see for yourself.Visit Squawk Voices