Search-inspired communications agency Steak has been appointed as the search engine optimisation service (SEO) consultant for the charity that will be formed by the merger of Help the Aged and Age Concern England.
Steak, which works with V inspired, ActionAid and TZ Kids, will advise the organisation on how to retain search engine rankings and maintain visibility in natural search listings.
Steak begin by carrying out an audit of the charities’ current sites assessing visibility and traffic, content and link profiles
before creating a migration strategy.
It will ensure that the new site maintains current natural search rankings by mapping permanent URL redirects to the most appropriate landing pages and consolidating key site content.
Anna Slosmanis, online marketing manager at Help the Aged, said: “Creating a new digital presence for the organisation is an exciting challenge, part of which is ensuring that we retain the SEO equity held by existing sites”.
Kulraj Singh Salh, Steak’s director of natural search, added: “Taking the easy approach and simply redirecting the user to the homepage will result in a poor user experience and, as a
result, a high bounce rate and waste in natural search traffic. This is why the mapping and content consolidation is vital”.