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: ^[1] — 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 ^[2] as discrete tasks per client

Related

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