It is no surprise to find out the pages that have worked best for havi.co.uk have been the blog posts focusing on specific specialised services such as Nest installations.
The challenge we face here is that the business has a domain name rival (havi.com) which is a large provider of services to the distribution industry.
Over the year the increase of impressions have been successful with approximately 273k, but the underlying CTR is low at 0.4% indicating that a lot of the search terms are languishing on page 2 or 3 of SERP’S.
It could be the solution to rank for the valuable keywords we want, will be to retain the havi domain name as the holding company only and spin up separate sites for local-based electrician work and a separate site for smart homes & cinema.
In this scenario. To ensure no loss of existing traffic you would put in place a 301 redirect (typically done in the .htaccess) from the old pages into the new ‘keyword front loaded’ domains.