Topdog trained and set the framework – Ambea carried out the work themselves
Ambea wanted to boost two of their largest sites in Google, but the expertise to drive the SEO work did not exist internally. Many solve this by letting an agency take over the implementation. Ambea, on the contrary, wanted to own it themselves. Topdog therefore built up the competence from within: we trained the staff in technology, content, and design and developed a project plan and requirements specification clear enough for Ambea to handle the implementation themselves. The result was an organization capable of driving SEO on its own.
The Challenge
Ambea’s ambition was to gain better visibility in search engines, but lacked the internal expertise to get there. Two of the group’s largest sites needed to be boosted and traffic from Google needed to be directed correctly.
This particularly concerned search phrases that end users use when doing their research. The user should find the right service with as high precision as possible. If the site fails to deliver that, the user encounters the wrong content and Ambea loses contact at a moment when the right information means a great deal to the individual user.
What made the assignment special was Ambea’s desire for their own organization to carry out the SEO initiative themselves. Topdog was therefore not to take over the work, but to make Ambea capable of owning it. That sets higher demands. Giving advice and recommendations is not enough. The knowledge and way of working must remain within the organization.
Goal
The goal was for Ambea to be able to drive an SEO project themselves that strengthens visibility on the two sites and directs the right traffic to the right pages.
The focus was therefore not only on the SEO result itself, but on building up the competence and framework that makes Ambea independent over time. The SEO initiative was also to be anchored in management, so that the agreed results had clear support.
Strategy and Approach
Our strategy was to build up SEO capability from within, not to deliver the work on Ambea’s behalf. That means we gave the staff both the knowledge and the structure required to implement and achieve results on their own.
Training in the areas that make up SEO
We trained Ambea’s employees in technology, content, and design. The staff learned to carry out the activities required to move the company forward in search, so that the expertise was in place before the project kicked off.
Clear project plan and requirements specifications
We developed a project plan and requirements specifications clear enough for Ambea to handle the implementation themselves. The requirements covered the SEO areas of technology, design, and content, but also the processes to be followed during the work to ensure quality in the final result.
Here we used our proven, agile process for SEO and digital marketing. It makes the workflow well-considered and anchored, and allows results to be followed up.
The Result: the expertise remains internally
The most important result was that the SEO expertise and way of working remained with Ambea. With the training and clear framework in place, Ambea was able to take the SEO work forward on the two sites on their own.
That creates sustainability over time. Instead of being dependent on an external provider for every effort, the team can themselves prioritize, implement, and follow up. That is how we like to work: SEO that gets done, and that the client can own themselves.