Service: Penalty Removal, SEO
Safestore is the largest provider of self storage in the UK, with over 100 locations throughout the country and across Europe. Providing short and long-term storage solutions for business and personal use, the company prides itself on a flexible service to meet any requirements.
The client first came on board in May 2013, seeking to recover from a manual Google penalty that had been given for the high volume of unnatural and poor quality links both on the domain and linking back to it. The initial task was to successfully get this revoked; since then, we have moved forward to rebuild the brand’s authority and prominence in search engine rankings.
In order to address the issue that had caused the manual penalty in the first place, we first had to sort the ‘good’ links associated with the site from the manipulative, spammy or irrelevant ones. As a high profile UK brand, the link profile for Safestore was extensive, and our forensic link analysis (FLA) identified thousands of links and ULDs (what does this mean?) that failed to meet Google’s guidelines.
After removing over half of the links on the domain and nearly three quarters of backlinks to the site, in April 2014 we were in a position to submit a successful reconsideration request to Google. Our attention then turned to recovering keyword rankings and web traffic, both of which had dropped significantly since the penalty.
As well as targeting a range of generic and geographical keywords, we began a link earning campaign that would build a strong network of relevant and natural backlinks to the site. Quality content on the Safestore blog and outreach to the online community through incentive-based relationships and philanthropic activity, have strengthened brand awareness and authority in recent months. Our aim moving forward is to reinforce and enhance our client’s online presence.