Web optimization for GrandOptical

How to

Data analysis, linkbuilding, onpage optimization

Data Analysis

Data is essential — but it all comes down to how well you know how to use it. In our case, we were able to combine various tools effectively within a single strategy. Unfortunately, there’s no all-in-one solution, so it’s crucial to select the right mix of tools and focus on the right metrics.

We began with a competitor analysis (which had already been partly addressed during the tender phase). We worked with several paid tools — Ahrefs, Sitebulb, and Screaming Frog. Each tool has its strengths:

• Ahrefs is ideal for off-page insights,

• Sitebulb for on-page performance,

• Screaming Frog for technical SEO auditing. While there’s some overlap, this combination proved sufficient for key diagnostics.

The analysis helped us identify verticals we could actively push — and others we should deprioritise — all based on time efficiency and value (following the Pareto principle). For instance, the client informed us early on that UX would be handled externally, with a major website update scheduled for summer 2023, so we adjusted our focus accordingly. From this process, we defined two long-term strategic directions that would deliver the greatest impact:

• On-page SEO: building on existing blog content and strengthening visibility for specialised, high-intent keyword queries.

• Off-page SEO: securing high-quality, relevant backlinks through PR publications and identifying the strongest-performing or highest-potential pages for targeted link building.

Link Building

You don’t need to conduct a full-scale SEO audit to build an effective and well-structured long-term off-page strategy. As this area is well known to us, we knew that for such a strong brand, we had to base everything on high-quality foundations.

1. Team Alignment

It's essential to ensure the right alignment between internal roles — SEO specialist, link builder, copywriter, project manager, and the client.

2. Shared Communication Environment

We’ve found that shared Google Sheets work best — accessible to everyone involved. At the same time, it’s important to assign each task to the right specialist to keep the process efficient.

3. Regular Status Updates

Once every two weeks is enough, especially when working with verified external collaborators. We follow the principle of scrum-style updates, where each team member manages their own time effectively and only key issues are addressed.

4. Competitor Scraping and Off-Page Portfolio Review

We only benchmarked against top competitors and primarily used Ahrefs for analysis. This provided a solid set of domain opportunities we could target for link acquisition — all of them relevant. We’d like to stress that quality always comes before quantity.

5. Content & Publication Plan

This is based on keyword selection, search volume, seasonality, and competitiveness. As we often tell our clients: Focus on 7–10 keywords max. If you try to chase too many at once, you dilute your impact. It’s better to cover a narrow set of terms thoroughly. We pre-select a batch of 20–50 keywords that make strategic sense, and then the client refines the final list based on business relevance.

6. Consistent Publication of PR Articles

This requires smooth collaboration between the link builder, copywriter, and publishing platforms. Consistency and proper internal and external linking are key. Articles are reviewed by the client before publication, with a strong focus on informative, high-quality content. Some topics are highly specialised, so all copy undergoes a double-check process.

Onpage Optimisation

We had a strong starting point here, as the client had already been producing quality copy for at least two years — especially around technical and industry-specific terms. We leveraged this content as part of our off-page efforts, reinforcing key pages through external backlinks.

To support our on-page optimisation, we used Google Search Console, which allows for data analysis going back up to 16 months. We focused on keywords, landing pages, impressions, and average Google rankings.

Once you properly navigate these metrics, you can build a practical working sheet — identifying the top-performing pages and the keywords they rank for. We selected 20 specific URLs from across the blog and category pages to optimise. For each of these pages, we refined:

• Meta data (titles and descriptions)

• Headings structure

• Internal linking

• Image search visibility

• UX performance

• Page speed

• and analytics signals (e.g. landing page performance, pages per session, and GA goal tracking).

Combining multiple SEO approaches over time always leads to positive and measurable improvements.