vetPartners is one of the largest veterinary groups in the UK.
Its aim is to be the veterinary group of choice in the UK by providing a range of business functions such as payroll, finance, IT, human resources, learning and development, recruitment and marketing to support individual growth for their veterinary practices.
By the time this project started, vetPartners had never actioned any SEO strategy on their website, which was causing a lack of organic traffic and brand awareness.
This project was led and executed by Pablo Lopez, our CMO and Founder, who currently leads the Technical SEO department at the agency.
After analysing the website, there were several internal errors identified, such as duplicated content, sitemap errors or redirection misuses, that was clearly affecting their ability to rank for relevant keywords.
vetPartners’ website was also lacking content density and most of the core pages were not using the right transactional keywords.
Finally, their authority profile was significantly low compared with their competitors, which was compromising their ability to rank for top-tier keywords nationally.
Aiming to fix the technical issues present on the site and to generate fresh and optimised content, a complete SEO campaign was designed with the clear objective of increasing their online visibility for different relevant keywords.
The technical SEO section was focused on fixing all the more technical problems identified in the web audit.
– The hreflang structure was re-built to assign the most relevant language tags to each page and for each language. This was done to prevent Google from classing some of the pages as duplications of their alternative language version.
– The sitemap and the robots.txt file were also rebuilt to give more clarity to Google when crawling the domain.
– All the temporary redirections were changed to permanent redirections (301) to save the crawl budget.
Once the technical SEO section was completed it was time to design a Content Strategy for their web content, as well as a News section based on fresh copy and optimised keywords.
Finally, a Digital PR strategy was designed and actioned – in combination with their in-house PR activities – to address their lack of website authority which was a total success, obtaining mentions from renowned outlets like The Guardian, The Independent and Vet Times.
This SEO campaign resulted in a 147% increase in organic traffic coming from transactional keywords such as veterinary practice, vet surgeons near me or dog neutering.
On the other hand, the brand visibility also peaked thanks to the PR exposure obtained from top-tier media publishers.
(*) The drop in traffic showed was due to a domain migration initiated by vetPartners months after the SEO work.