This project focused on developing strategic SEO recommendations for a UK-based brand offering stylish and functional riding apparel, with the objective of promoting a single web page. The process began with keyword research and an SEO-focused performance audit of the page. Based on these insights, tailored on-page and off-page SEO recommendations were then proposed.

Where online presence matters

How I presented my SEO recommendations

As a first step, I conducted in-depth keyword research. By analysing search volume, competitor keywords and traffic, keyword difficulty, CPC, and user intent, I identified ‘horse riding clothes’ as the primary key phrase for the category pages. I used the Keywords Everywhere tool for this analysis. This keyword research is focused on targeting users with commercial intent.

I analysed the search intent behind the target keywords to understand what users were looking for and whether the page content matched their needs. Based on this analysis, I identified opportunities to improve the content and better align it with relevant search queries.

As a second step, I conducted an on-page SEO audit to assess the current condition of the page. The image below shows a partial view of the recommendation table, including the justification for each recommendation and the associated risks.

Then, I defined the target audiences for Off-Page SEO as follows:

1. People who search for “horse riding clothes” on Google in the UK
   (Targeting Type: Behavioural & Geo-locational)
2. People who are interested in horse riding, and are likely to visit this website: horseandhound.co.uk
   (Targeting Type: Behavioural & Geo-locational)
3. People who are interested in horse riding in the UK and follow #horseridinguk on Instagram and Facebook
   (Targeting Type: Geo-locational & Behavioural)

Finally, I reviewed the page’s off-page SEO performance to identify existing gaps and improvement opportunities. The image below provides a snapshot of the recommendation table, outlining the reasoning behind each suggestion along with the potential risks involved.