Chinese automotive giant Geely set an overarching digital goal of creating a strong separation between its corporate holding group (ZGH) and its consumer-facing Geely Auto brand.
Qumin’s role was to ensure the corresponding geely.com and zgh.com websites were SEO standpoint, and in accordance with this overarching goal.
A cross-functional team across Qumin’s Shanghai and London offices put forward a wide-ranging programme of SEO activity for delivery to Geely’s Corporate PR Director.
Overview
Domain Ecosystem Recommendation
Analysis of all owned domain assets, relative strengths and weaknesses, and associated technical guidance as to how they should co-exist.
Keyword Research
Extensive keyword research to inform and underpin Visibility Audit & Metadata Production workstreams.
Visibility Audit
Search engine results page (SERP) analysis to assess what keywords Geely and a set of competitors ranked for and spot keyword gaps and opportunities.
Metadata Production
Production of hand-written, keyword-optimised page metadata (titles, descriptions, h1s etc.).
Technical Audit & Recommendations
Recommendations to improve the website’s technical make-up, information architecture, taxonomy and metadata, and drive increases in keyword rankings and traffic.
Link Profile Audit
Link profile analysis, reporting broken inbound links, unlinked mentions, link disavowal and more, to help feed in to link acquisition efforts and increase the website’s inbound link growth.
Brand Page Building
Creation of new company information pages on a range of business directories, and optimisation of the brands’ corresponding Wikipedia pages
Link Acquisition
Content Marketing
The website’s Ideas blog should be seen as a central tool for content marketing and link acquisition efforts.
Content that is underpinned by keyword research-based insights and focuses on the needs of Aden’s Western audience.
This content should then be amplified through paid media activity and PR-led outreach.
Unique, engaging, authoritative content will help the website earn inbound links, increasing its domain authority, and helping every page on the website compete more effectively in organic search.
Each piece of content will also have the opportunity to be returned for related keyword searches, helping capture incremental organic search traffic for a variety of relevant keyword searches.
Link Profile Audit
An upfront link audit can be undertaken to assess the health of the website’s link profile and to spot opportunity.
Competitor link audits can also be undertaken to spot what content has been effective in acquiring links, and to spot other areas of opportunity to increase the website’s domain authority.
