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Shared Affairs is a UK-based estate planning service provider dedicated to helping individuals secure their legacy with ease. Offering innovative digital solutions, Shared Affairs simplifies estate planning by providing tools for creating wills, managing letters of authority, and organizing important documents. With a user-friendly platform and expert guidance, Shared Affairs empowers users to make informed decisions about their future, ensuring their wishes are protected and their loved ones are cared for.
Shared Affairs aimed to enhance their online visibility, improve organic search rankings, and drive targeted traffic to their estate planning SaaS platform. Their primary goal was to resolve technical SEO issues, optimize content for high-intent keywords, and implement a long-term SEO strategy to increase conversions and brand authority.
A comprehensive website audit and initial analysis were conducted to identify technical SEO issues such as broken links, duplicate content, missing meta tags, and slow page speed. Errors including 404 pages, loop redirections, and indexing issues were found and resolved. Also, on-page SEO elements were optimized by refining title tags, meta descriptions, header tags (H1-H6), and URLs based on keyword research. The internal linking structure was improved to ensure that important pages received appropriate link equity. Image SEO was also enhanced through the addition of alt text, image compression, and the use of descriptive file names.
Duplicate or low-quality product descriptions were audited and rewritten to enhance content uniqueness. Pillar pages and topic clusters were developed to strengthen topical authority within the estate planning niche. An SEO-friendly blog content strategy was implemented to effectively target both informational and commercial intent keywords.
Keyword research and mapping were conducted using Ahrefs, SEMrush, and competitor analysis to identify relevant estate planning SaaS keywords. High-intent, long-tail keywords for service pages, blog content, and landing pages were identified. The keywords were then mapped to the appropriate pages to improve alignment with search intent.
Crawlability and indexability issues in Google Search Console were fixed, and canonicalization problems were resolved to prevent duplicate content. HTTPS security was ensured, mixed content issues were fixed, and 301 redirects were implemented where necessary. Lazy loading and WebP images were implemented to enhance performance. Core Web Vitals (LCP, FID, CLS) were optimized to improve page experience, and server-side rendering (SSR) along with caching strategies were added for faster load times.
Structured data for Organization, FAQs, Products, and Articles was added to enhance SERP visibility. Breadcrumb schema was implemented to improve navigation. The user experience was also enhanced through these changes. This implementation aimed at improving overall site visibility and usability.
A 1-Year SEO & Marketing Plan was developed, aligning a 12-month SEO and content strategy with SaaS growth goals. A link-building roadmap was designed to acquire high-authority backlinks, while seasonal and evergreen content was planned to maintain consistent traffic. AI-driven content optimization tools, such as SurferSEO and Clearscope, were implemented to enhance content performance. Additionally, multi-channel marketing strategies, including SEO, PPC, email, and social media, were developed to support overall marketing efforts.
Our approach to digital marketing is to create a comprehensive plan that combines multiple tactics such as SEO, Social Media, Email, and other ways to reach your target audience.
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