Digital Marketing / SEO / Outreach

Maintaining Domain Authority in an unstable market

For over 20 years, Fawns have been offering cost-effective play equipment to educational establishments in the UK.

The challenge for the Affinity SEO and Outreach teams was to maintain their Domain Authority in a competitive and complex marketplace.

  • Sustained DA compared to competitors*
  • Less than 1-month recovery from Google Updates
  • 100% outreach success rate
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The Approach
The SEO and Outreach teams partnered with Fawns for several years, and in this time, they worked together to consider the backlink catalogue and the Google Updates. From systematic disavowing of toxic links to monitoring the updates and targeting like-minded high DA websites with valuable, well-written content – the holistic approach worked ideally for Fawns.

The Result
The marketplace for school playground equipment was quite turbulent with Fawns’ main competitors flipflopping in both DA and organic search traffic. With dedication and hard work, we were able to gain beneficial backlinks to their site and mitigate the impact of the Google Updates to ensure that their Domain Authority remained steady and consistent. Their organic search traffic recovered to a very healthy amount as well.

  • Consistent Domain Authority over 12 months
  • Restored DA within 1 month of the December 2021 Google update
  • 38.5% growth in organic search traffic

*in the same period

Working with the teams at Affinity has always been a pleasure. Their ability to grasp and interpret a brief and to ensure it is delivered efficiently and cost-effectively means I can have confidence that our work is in good hands. As a client it is essential that communication channels with our supplier partners during a project are detailed and timely and I am pleased to report that our Affinity Account Management team deliver admirably in that respect.

Helen Clayton , Brand Manager, Johnsons Seeds
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