---
title: SEO Improvements & Backlink Strategy
type: article
created: '2025-10-09'
updated: '2025-10-09'
source_docs:
- raw/2025-10-09-team-stand-up-93006603.md
tags:
- seo
- backlinks
- keyword-recovery
- adawa-care
layer: 2
client_source: null
industry_context: null
transferable: true
---

# SEO Improvements & Backlink Strategy

## Overview

A recurring pattern in client SEO work involves a two-pronged approach: recovering dropped or lost keyword rankings while simultaneously building domain authority through targeted backlink creation. This strategy addresses both short-term ranking recovery and long-term organic growth.

## Core Strategy Components

### 1. Keyword Recovery for Dropped/Lost Terms

When a client loses rankings for previously held keywords, the recovery process typically includes:

- **Audit dropped keywords** — identify which terms have fallen out of top positions and assess the cause (content decay, competitor movement, algorithm shifts)
- **Prepare keyword suggestions** — develop a prioritized list of target terms, focusing on those with the highest recovery potential and business value
- **Content optimization** — update or expand existing pages to better target the identified terms

In practice, this has involved preparing one-to-one keyword suggestions mapped to specific dropped or lost terms, giving the client a clear action plan for content updates.

### 2. Backlink Creation

Backlink building runs in parallel with keyword recovery to strengthen domain authority and support ranking improvements:

- Identify relevant, high-authority linking opportunities
- Create and outreach for backlinks targeting the client's core topic areas
- Track new backlinks against ranking movement over time

### 3. SEO Score Improvements

Alongside keyword and backlink work, on-page SEO health improvements are addressed:

- Fix technical SEO issues (crawl errors, metadata gaps, page speed)
- Improve SEO scores across key pages
- Ensure GBP (Google Business Profile) posts are active and optimized for local signals

## Client Examples

### Adawa Care

Adawa Care serves as a concrete example of this strategy in action. Work in progress as of October 2025 included:

- Improving overall SEO scores across the site
- Creating backlinks to support domain authority growth
- Preparing keyword suggestions specifically targeting dropped and lost keywords
- Publishing GBP posts to support local SEO signals

The "big beliefs" keyword suggestions were reviewed and approved by the account manager (Sebastian), clearing the path to move forward with implementation.

> *Source: [[wiki/meetings/2025-10-09-team-stand-up.md]] — Yashwant Khare standup update*

## Workflow Notes

- Keyword suggestions should be reviewed and approved by the account manager before implementation begins
- Backlink creation and keyword optimization can proceed in parallel once approved
- GBP post cadence should be maintained consistently alongside other SEO work to support local rankings
- SEO improvements are tracked in [[wiki/tools/clickup.md]] as discrete tasks per client

## Related

- [[wiki/clients/adawa-care/_index.md]]
- [[wiki/knowledge/seo/google-business-profile.md]]
- [[wiki/knowledge/content/content-strategy.md]]