Project Overview
In this project, I spearheaded the optimization of FST Group’s online presence, a collection of businesses providing house inspection, water damage, ventilation, and radon services in Sweden.
Recognizing the limitations of a single website serving multiple distinct businesses, I proposed and implemented a multi-site strategy to enhance user experience and significantly improve search engine optimization (SEO).
Improved User Experience & SEO
To address the cluttered user experience and SEO challenges of the previous single-site approach, I successfully implemented a website split. This resulted in two dedicated websites, each specifically tailored to the services offered by a distinct business within the FST Group.
By separating content and focusing on targeted keywords for each website, I created a clearer path for each to rank higher in search results for relevant queries. Furthermore, I developed a dedicated website for FST Group itself, providing a comprehensive overview of the group’s structure and the services offered by its member companies.
Website Optimization and Launch
The website optimization process involved meticulous content migration, including the transfer of crucial SEO elements such as meta titles, descriptions, and search terms. I also streamlined website performance by removing outdated code and unnecessary plugins.
To maintain brand consistency across the FST Group’s digital presence, I applied brand-specific colors and design elements to the newly created websites while preserving the original website structure for one brand.
A well-coordinated launch ensured a smooth transition for both users and search engines. I implemented redirects to seamlessly guide traffic from the original website content to its new location on the dedicated websites.
Reflections
This multi-site strategy has demonstrably improved FST Group’s online presence. Search engine rankings are on the rise for all three websites, and the original website has successfully adjusted to the content migration. This project exemplifies the value of a data-driven approach to website design and SEO optimization.
