Santander

The Strategy

Santander.co.uk was a relatively new domain without a strong base of relevant and powerful backlinks and Content Management Systems (CMSs) are notorious for creating challenges for SEO. To overcome this, we:

• Created a layer of additional search engine optimised pages outside the restrictions of the CMS. These pages replicated the content of the site and were refreshed automatically, on a daily basis
• Made extensive use of the ‘canonical tag’ (a tag specifically designed to compensate for duplicate content) to persuade search engines to recognise, within our new pages, the authority of the originals
• Devised an SEO campaign focusing on the ten most competitive terms in the finance industry with relevance to A&L products
• A&L wanted to see a rapid improvement in its search rankings in Google - but had significant restrictions on the degree of on-page changes that could be made to help improve those rankings; to tackle these issues, we devised an accelerated online PR programme