Google is currently struggling to know which of your website’s pages to display in its results pages. We see this a lot with job sites and it is essential it is tackled.

Due to the way the website produces its pages multiple versions of the same content is being indexed by Google, this dilutes our position so we must fix this by implementing a canonicalisation strategy.

This may not be as large an issue as you may expect. Depending on the canonicalisation method we use the URLs may not need to be amended.

• The website was affect by the March 2019 core update, we will analyse the cause and implement appropriate optimisations.
• The website was penalised in 2011, we must further investigate the cause and ensure this does not happen again.
• We will review all current backlinks, and disavow any working against us.
• We must improve the backlink anchor text ratios, as these are not natural enough.

• High quality ‘white hat’ backlink building will be essential, our direct competitors such as jobmedic.co.uk have far more referring domains.
• We will focus on guest posts as these are by far the most powerful, we will also diversify our link profile with foundational links.
• Backlinks need to be built to more high quality content, the site has too many links to images.
• We check to see if we have lost any backlinks that can be retrieved.
• Backlinks will be shared more naturally across a greater number of internal pages

We will utilise a cluster internal linking structure to enable us to start benefiting from the high quality blog content the site already has in place.

• Much of the current traffic has an information intent, most of the traffic goes to the blog pages. Google needs pages that are perfect for the keywords we want to rank for, so we will need to produce and optimise Geo Location specific pages.
• Optimising for user intent and user experience is high on Google’s requirements since they rolled out recent algorithm updates.