Topdog built capability from within – and lifted local search
Ambea is a returning client that has engaged us for local SEO, technical SEO and training, among other things. Below are two of the SEO projects we’ve delivered together.
Project 1 – training
Ambea wanted to lift two of its largest sites on Google but lacked the in-house expertise to drive the work. Many companies simply let an agency take over execution. Ambea wanted the opposite – to own it – so Topdog built the expertise from within rather than taking the work off their hands.
The challenge
Two of the group’s largest sites needed better visibility, with traffic from Google routed correctly. The distinctive part was that Ambea would run the initiative themselves. Our job wasn’t to take over but to make Ambea capable of owning it – and advice alone wasn’t enough when the knowledge and ways of working needed to stay in the organisation.
Goal
Ambea should be able to run an SEO project themselves that strengthens visibility across the two sites and leads visitors to the right pages. The focus, then, was on the expertise and frameworks that make a team self-sufficient over time.
Strategy and approach
We gave staff both the knowledge and the structure to get results on their own, training Ambea’s employees in technology, content and design so the expertise was in place before the project began.
We also produced a plan and requirement specifications clear enough for Ambea to handle execution themselves. These covered technology, design and content, as well as the processes for assuring quality. Here we drew on our proven, agile process, which embeds the way of working and makes results easy to follow up.
The result – the expertise stays in-house
The most important outcome is that the SEO expertise and ways of working stayed with Ambea. With the training and frameworks in place, the team can carry the work forward on both sites – prioritising, executing and following up on their own.
Project 2 – local SEO
Ambea wanted to rank better in local search for the phrases relatives use when researching care, such as “care home stockholm” and “elderly care stockholm”. Users need to find the right service as precisely as possible. When a site can’t manage that, people land on the wrong content and Ambea loses the connection at the very moment the right information matters most.
On top of this, Google couldn’t index parts of the existing content, so some of Ambea’s offering didn’t appear at all.
Goal
The goal was for Ambea to rank better in local search and guide visitors to the right service, so relatives quickly find what they need from searches such as “care home stockholm”.
Strategy and approach
We optimized the site and its content for local search by creating location-specific pages tailored to local queries. We also strengthened internal linking so Google could match the right page to the right search and route traffic correctly.
To get Google indexing everything, we resolved the technical issues blocking search engines from reading the content, and built an improved content structure that made it clearer for both Google and users.
We also trained Ambea in how to use AI to improve the content on their sites and rank better.
Result – better rankings in local search
Local rankings have improved and visitors find their way to the right pages. The technical issues that stopped Google indexing parts of the content are resolved, and Ambea’s full offering now shows up in the results. Better still, Ambea can keep driving the SEO work forward with AI as a tool.
