Squawk Voices - WhatJackHasMade

Squawk Voices

Implementing SEO Best Practices for a Leading London Voiceover Agency

Squawk Voices is a London voiceover agency with over 20 years of experience and knowledge working with voiceover talent, they understand what their clients need.

After working with their previous developer, they had built a website that served its purpose. However, it did not rank well on Google and other search engines.

Bill O’Brien and Rich Willmott of Squawk reached out to me for an SEO audit, the results of which surfaced a checklist of improvements we could make to their website, to ensure they ranked well against their competition; and so their services would be visible to their customers.

Here is what we achieved.

Implementing SEO Best Practices for a Leading London Voiceover Agency
View The Squawk Voices Website

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 -

  • An SEO score of 99/100 in a Google Lighthouse audit on Voices Page
  • An SEO score of 98/100 in a Google Lighthouse audit on Homepage
  • First Contentful Paint of 0.7s
  • Largest Contentful Paint of 0.7s
  • Speed Index of 0.9s
  • The website is served as a PWA (Progressive Website Application)

React & Gatsby

Leveraging SSG (Static-site Generation) the Squawk Voices website launches incredibly quickly. This is because all of the data-fetching and content is preloaded using the Javascript framework 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

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