Signaturit

The SEO audit uncovered several issues negatively impacting organic rankings, particularly in information architecture and content quality. Extreme caution was needed, as Google had rolled out five major updates within three months—including a spam update, a content quality update, and multiple core updates—causing rankings to fluctuate constantly.

To establish a strong, error-free foundation, we implemented optimisations across three key areas:

1. Blog Architecture Overhaul

We identified keyword cannibalisation, with multiple pages competing for the same search terms. Additionally, lower-value URLs were outranking high-potential pages, requiring strategic adjustments. The site lacked a clear taxonomic structure and logical internal/external linking.

2. On-Page SEO Enhancements

We fixed broken links, improved CTR, optimised image sizes, and refined meta titles and descriptions—ensuring every element contributed to better rankings and higher click-through rates from Google’s search results.

3. Content Quality Improvements

Over 200 underperforming articles were unpublished due to low quality and lack of value. Priority was given to optimising high-traffic and conversion-driving pages, followed by a thorough review of removed content to assess its potential. At the same time, content placement within the blog architecture was refined for better discoverability and relevance.

With a solid SEO foundation in place, the next step was to build an inbound content funnel that covered every stage of the customer journey (TOFU, MOFU, BOFU).

The goal was to attract highly qualified organic traffic—users either seriously researching or ready to buy.

To achieve this, we created high-quality, optimised content targeting high-volume keywords, strategically clustering topics to guide users swiftly toward the bottom of the sales funnel.

We couldn’t afford to let users drift away. Beyond leveraging internal linking to keep them engaged, we placed strategic calls to action to maximise conversions, leading them directly to sales pages or success stories.

While content quality was crucial, optimising the user experience on Signaturit’s website was equally essential to maximise conversions and enhance UX.

To achieve this, we implemented a Conversion Rate Optimisation (CRO) strategy aimed at improving both usability and site interaction. Key initiatives included:

• Refining taxonomies and internal linking to ensure seamless navigation across clustered content.


• Placing strategic buttons and CTAs to naturally drive conversions.


• Segmented content blocks, designed to guide users from the outset and precisely match their search intent.

Even a high-authority site like Signaturit takes time to solidify its presence in organic search. After three months of creating high-value content for qualified users, several pages began ranking with ease. However, product pages struggled to secure stable top positions on Google, partly due to the Spanish government dominating page one for many key search terms.

To strengthen visibility, we implemented a content cluster strategy through in-depth guides. This approach grouped high-volume keywords into pillar content that addressed all related search intents, providing a comprehensive resource for users.

As a result, category pages became a central hub, using interlinking to guide readers toward supporting articles—seamlessly moving them down the funnel toward more transactional content.

This optimisation signalled relevance to Google, leading to higher rankings across thousands of search queries. Additionally, all linked pages within this section benefited from a ranking boost, further increasing visibility.

As a relatively new player in the Spanish market—and even more so in France—Signaturit needed to build brand awareness and strengthen its online presence.

To achieve this, we launched a high-quality link-building strategy, combined with PR initiatives and cross-department Lead Generation campaigns. These efforts focused on boosting all cluster pages to dominate the sector, with a particular emphasis on key transactional pages.

This approach secured backlinks from high-authority websites, not only driving traffic to Signaturit Group but also elevating its brand positioning within the industry.