Westbrook Cycles is a leading online cycling retailer, offering high-end bikes, performance apparel, bike components and accessories from the industry’s most acclaimed manufacturers. With over 30 years experience in the industry, Westbrook Cycles offer an unrivalled shopping experience, with a strong focus on providing outstanding customer service, both online and in-store at their Stokesley branch.
As the domain was hit hard by Google Panda updates throughout 2015, due to widespread duplicate, or thin content, Westbrook Cycles had experienced a drastic and prolonged decrease in organic visibility. The client’s immediate objective was to recover the site from the penalty, in order to catalyse a rebound from significant YoY drops in organic traffic and revenue.
Competitor analysis also highlighted the need to bolster the domain’s backlink profile by securing natural, authoritative external links to the domain.
Our initial approach to remediating harmful content across the website was to undertake an exhaustive audit of the site’s pages, extracting and cross-checking copy to ensure that only unique content, in-line with Google’s best practice guidelines, remained. This period also presented us with an ideal opportunity to refresh older copy, involving the realignment of on-page elements, including; keywords, internal links and anchor text, to assist our wider SEO strategy. Once we were confident that the website was no longer in conflict with Google’s guidelines, we were able to expedite the recovery process by manually prompting Google to recrawl and reindex all affected pages through Google Search Console.
To achieve our objective of strengthening Westbrook Cycles’ backlink profile, our outreach team worked intimately with the client to further develop an understanding of industry-specific link-building opportunities, as well as building a complete list of client assets and attributes which we were subsequently able to use to secure valuable opportunities. One example involved our team visiting Westbrook Cycles’ Stokesley branch to learn more about their innovative approach to bike-fitting, we were then able to successfully pitch an editorial article on this topic to a leading cycling publication, which lead to the procurement of a highly-prized backlink to the Westbrook Cycles website.