The Challenge

Generating Organic Search Awareness as a New Business

Whag is an online software designed to protect users from dangerous links and phishing. Using various forms of identity verification, Whag users are able to create unique and verified URLs that they can share with their online network. Backed by Whag’s Chrome Extension, users also have the confidence to click links without fear of falling victim to phishing schemes.

B2C Cybersecurity is a competitive industry, and as a new website with little authority, we were tasked with building a reputable website that ranks organically.

The Work

Site Audit, Recommendations, and a Clear Strategy

In the initial discovery, we performed a website audit to gain an understanding of our current position.

Using metrics including metadata, page quality, page structure, link structure, server data, and other external factors, we were able to assign a “quality score” that informed actionable points to improve Whag’s ranking on the search engine results pages.

Some clear issues with the site at this stage were:

• Too many H1 headings
• Heading hierarchy in relation to paragraph text
• Word count
• Backlinks
• Etc.

We also dove into marketing strategy, defining clear buyer personas to target our on-page keyword makeup. By performing keyword analyses, we were able to generate a list of keywords that targeted a mix of niche and broad topics pertaining to our target users.

From here, we could begin crafting a solid content strategy based on relevant and quality information and define a baseline process for creating blog content optimized for organic search.

The Results

Generating Awareness and Starting the Conversation