Their On-Page SEO was in a real mess. The previous agencies had built hundreds of pages that had uninspiring yet unique content that were all trying to rank for tiny variations in the same keyword theme. Their backlink profile had pockets of goodness but was overwhelmed by spammy old school tactics.
Following the extensive audit, we decided that the on page efforts were going to be more about trimming the fat, reorganizing valuable content into pillars and widespread removal of content that was cannibalizing itself and confusing search engines at the same time. Internal linking was the key on page factor that allowed us to redirect the authority in the site to the right places.
Off Page we first had to overcome a very unnatural anchor text distribution and rebalance the link velocity, improve authority and generate some stronger relevance within the profile.