97th Floor’s auditing process revealed that keyword cannibalization plagued Illumio’s site. Consequently, very few pages were winning on the SERP. Eliminating Illumio’s competing pages was our first priority for increasing organic traffic.
Next, we began optimizing pages with “low hanging fruit” opportunities. These were keywords that had strong baseline rankings, as well as high search volume. Additional audits and keyword research informed content re-optimization, internal linking, and site structure changes.