A Global Standards and Certification Provider

Our client is a global standards provider, recognized for helping organizations improve quality, consistency and trust through widely adopted frameworks and benchmarks.

Operating across multiple markets, the business has a significant digital presence in the UK and an important role in supporting best practice across industry.

The challenge

Over time, the client’s UK website had grown into a large and complex estate. As their content expanded, pages began to overlap, compete for similar search terms and create a less intuitive experience for users trying to find the right information.

The challenge was to simplify the site without undermining its existing organic performance. The business needed to reduce page volume, sharpen keyword focus and create a clearer structure that better reflected user intent and commercial priorities.

At the same time, all of this had to happen as part of a major website relaunch. That meant protecting valuable search visibility while consolidating content, improving page targeting and setting the site up for stronger long-term performance.

The solution

Our work focused on auditing the existing content set, identifying where pages could be consolidated and defining a stronger keyword strategy for the new site structure.

Rather than carrying over an inflated page count, we helped narrow the site’s organic search footprint. This allowed the business to focus on a more relevant, higher-performing content set while preserving visibility for priority search terms.

Targeted keyword research

We carried out focused keyword research to identify the terms most relevant to the client’s audiences and commercial priorities. This gave the new site a clearer organic direction and helped shape content decisions across core pages.

Keyword-to-page mapping

We mapped priority keywords to the most appropriate pages, reducing internal competition and giving each core page a clearer role in search. This supported a more intentional information architecture and helped the site rank for terms that more closely matched user needs.

On-page optimization and internal linking

We optimized core pages to strengthen relevance, improve crawl paths and support page authority across the new structure. Optimizing internal linking also played an important role in helping search engines and users navigate the streamlined site more effectively.

FAQ and schema implementation

We also researched and implemented FAQ and schema opportunities to improve search visibility and strengthen how priority pages appeared in search results.

The results

The relaunch reduced the total number of pages on the UK website by 60%, while strengthening performance across the site’s tracked keyword set.

• 84% increase in the total number of keywords ranked for in the UK post launch
• 35% increase in position 1 to 3 rankings
• 15% increase in position 4 to 10 rankings
• 93% increase in SERP feature rankings
• 109% increase in tracked keyword visibility across a core set of more than 1,500 highly relevant keywords
• 300% increase in share of voice for tracked keywords

The result was a leaner, more focused website that improved visibility rather than diluting it.

The client launched with a structure better aligned to search intent, stronger page targeting and a clearer foundation for future organic growth.

Want to become our next success story? Contact us today to find out how we can support your business.