Harrogate Homes

1. Title & Introduction

Revitalising Harrogate Homes’ Digital Presence
In this case study, we explore how Harrogate Homes—a well-respected interior design firm—transformed their outdated website into a modern, optimised platform primed to climb the search engine results pages. This project not only refreshed the site's design and user experience but also implemented a comprehensive SEO repair strategy addressing both on-page and off-page issues.

2. Client Background & Context

About Harrogate Homes
Harrogate Homes is a leading interior design firm with an excellent reputation built predominantly through word-of-mouth. Despite this, their digital presence was almost non-existent, resulting in very low website traffic and missed opportunities in a competitive local market.

Market Position
Interior design in Harrogate is highly competitive. Although Harrogate Homes excelled through referrals, the lack of a robust online presence meant they were not fully leveraging digital channels to attract new clients. Modernising their website was essential to align their traditional reputation with current digital expectations.

3. Challenges & Initial SEO Issues

Content Deficit

• No Content: The website had a zero word count, meaning it scored poorly on rankability due to an absence of valuable content.
• Keyword Opportunity Loss: With no content to rank for targeted keywords, organic traffic was severely limited.

Technical SEO Shortcomings

• On-Page Errors: Issues such as missing alt text, duplicate meta tags and descriptions, and a poor internal linking structure were prevalent.
• Outdated Design: The old design did little to engage visitors or encourage conversions.

4. Strategy & Approach

Keyword Research & Content Strategy

• Thorough Keyword Analysis: Using Rankability’s excellent optimiser tool, we conducted detailed keyword research. The challenge was deciding whether to focus on interior design, kitchen design, or bedroom design. A combination approach was therefore adopted, tailoring each service page accordingly.
• Content Writing with AI Support: Harnessing the power of AI allowed us to create on-page content rapidly. This content was enriched with targeted keywords and long-tail phrases while preserving Harrogate Homes’ distinctive brand voice.

On-Page and Off-Page SEO Enhancements

• Technical Fixes: We updated meta tags, page titles, alt texts and implemented structured data (schemas) to help search engines understand the content better.
• UI/UX Overhaul: A complete redesign of the website improved navigation and conversion rate optimisation by strategically placing clear calls to action.
• Internal Linking Improvement: We revamped the internal linking structure to enhance crawlability and better distribute link equity throughout the site.

5. Implementation Process

Audit & Diagnosis

• Initial Audit: A comprehensive SEO audit revealed that although the site scored well technically, these scores were misleading due to the complete lack of content.
• Gap Analysis: Critical issues such as zero word count, absence of keyword-targeted content, and outdated design were identified.

Execution

• Phase 1 – Content Creation:
  • Conducted in-depth keyword research and selected a blend of primary and long-tail keywords for each service page.
  • Produced high-quality, engaging content using AI, ensuring alignment with the brand’s tone and style.
• Phase 2 – Technical & On-Page Optimisation:
  • Updated meta descriptions, page titles, and alt texts.
  • Integrated appropriate schemas for each page to enhance search engine visibility.
  • Improved internal linking and eliminated duplicate meta descriptions.
• Phase 3 – UI/UX Revamp:
  • Redesigned the website for improved user experience.
  • Strategically placed calls to action to drive engagement and conversions.
• Off-Page SEO Tactics:
  • Implemented a backlink strategy that focused on acquiring high-quality external links using the targeted keywords.

6. Results & Analysis

Performance Improvements

• Rankability Score: Increased from 0 to an impressive 77.
• Content Growth: Word count rose from 0 to 789, establishing a solid foundation for future organic keyword rankings.
• Early Indicators: Although it is too early to see significant search results, preliminary data suggests that the site is on track for improved rankings and greater user engagement.
• Next Steps: Continuous monitoring and further adjustments will be carried out as the website begins to gain traction in search engine results.

7. Lessons Learned & Recommendations

Key Insights

• Process Sequencing: It has become clear that starting with a robust UI design and a strategic plan for CTAs can streamline the overall project and improve subsequent SEO efforts.
• Holistic Approach: Balancing technical fixes with high-quality content creation is essential. This ensures that while the site is technically sound, it also delivers valuable content to its visitors.

Ongoing Recommendations

• Regular Content Updates: Continuously update the site with fresh, relevant content to support emerging keyword trends.
• Monitor SEO Metrics: Keep a close eye on the evolving rankability scores and traffic metrics to adjust strategies as needed.
• Future Roadmap: Consider periodic audits to refine both technical and content strategies in line with industry trends.

8. Conclusion

The SEO repair project for Harrogate Homes successfully transformed an outdated website into a modern, content-rich, and optimised platform. While the full impact on search rankings is still emerging, the substantial improvements in rankability and content provide a strong foundation for long-term digital growth. The strategic combination of content creation, technical optimisations, and a UI overhaul has positioned Harrogate Homes to better compete in the dynamic field of interior design.

Anticipated improvements in conversion rates and organic traffic will be quantified as further data becomes available (expected XX% increase in conversions, XX% boost in traffic).

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