Case Study

Avensure SEO Audit


Avensure, a leading HR, Employment Law, and Health & Safety service provider in the UK, engaged us to enhance their digital presence and improve search engine rankings. Richard Smylie, Avensure’s Head of Digital Marketing, commissioned a comprehensive SEO audit. This case study details our strategic approach, challenges faced, and the remarkable results achieved over six months

Company background

Avensure provides bespoke HR, employment law, and health & safety services tailored to small and large businesses across the UK.

Despite their market leadership, Avensure’s online visibility and search rankings needed significant improvement to attract more qualified leads and stay ahead of competitors.

Market Context

The HR and employment law service industry is highly competitive, with numerous firms vying for online visibility. Effective SEO strategies are crucial for standing out and attracting potential clients through organic search.


Challenges Identified

  • Website Design: The existing website had poor SEO optimisation, including issues with internal linking and content duplication.

  • Keyword Rankings: Many primary and secondary keywords were not ranking well.

  • Local SEO: Limited local search optimisation, reducing visibility in local search results.

  • Link Profile: Weak backlink profile compared to competitors.

  • Content Quality: Existing content required optimisation for better search engine performance.

Target Audience


Business owners, HR managers, and legal advisors.


Individuals seeking reliable HR, employment law, and health & safety services.


Researching HR solutions online, valuing expert advice and trustworthy service providers.

Strategy and Plan

Conduct a detailed SEO audit to identify and rectify technical and content-related issues.

Implement targeted on-page and off-page SEO strategies.

Enhance local SEO through Google My Business (GMB) optimisation and local citation building.

Develop a robust link-building strategy to improve domain authority.



Month 1

SEO Audit and Initial Optimisation

  • SEO Audit: Conducted a comprehensive audit of Avensure’s website, identifying key issues and opportunities.
  • Keyword Research: Identified high-intent keywords relevant to Avensure’s services.
  • Content Audit: Reviewed and optimised existing content for keyword relevance and readability.
  • Technical SEO: Addressed technical issues, such as page speed, mobile optimisation, and internal linking.

Month 2

Content and Link Building Strategy

  • Content Creation: Developed high-quality, keyword-optimised content, including blog posts and service pages.
  • Link Building: Initiated outreach campaigns to acquire backlinks from reputable HR and legal sites.
  • Local SEO: Optimised GMB listings and built local citations to improve local search visibility.



Months 3-6

Monitoring and Optimisation

  • Geo-Tagging: Implemented geo-tagging for images and content to strengthen local SEO efforts.
  • Google Maps SEO: Enhanced GMB listings with optimised descriptions, images, and service details.
  • Content Silos: Created geographic content silos to rank for local searches in nearby towns and cities.

Months 4-6

Continuous Optimisation and Scaling

  • Review and Adjust: Regularly reviewed SEO performance and adjusted strategies based on data insights.
  • Link Velocity: Increased the number of backlinks according to industry averages.
  • High-Risk, High-Reward Strategies: Experimented with advanced SEO techniques to achieve significant gains.



Tools Used

Google Analytics

To track website performance and user behaviour

Google Search Console

To track search performance and fix issues.


For keyword research and monitoring SEO performance.


To monitor domain authority and link profile.


Through diligent SEO practices and continuous optimisation, Avensure can strengthen its online presence, paving the way for sustained growth and success in the HR and employment law service industry.

What our customers say on TrustPilot



Our team of SEO consultants will do a thorough analysis of your website to identify search engine optimization opportunities and areas that need to be improved.


We offer the most reliable data cleansing services, including data quality checks, data auditing and aggregation, de-duplication, and data enrichment.


Our link-building service will improve your search engine rankings, increase traffic to your website, and allow you to outperform your competitors.


We’ve SEO consultants who specialise in local SEO services. We manage local SEO campaigns for our clients and rank them higher in Google maps listings


We collaborate with enterprises in leveraging the correct AI technology to enable innovative new business models across industries


Product, content, and search suggestions may help you take personalisation to the next level with our intuitive recommender system.


Abrar Tariq

Director SEO/AI

Ihsan Riaz

Machine Learning Lead

Muhammad Uzair

Web Design Lead


Reach out to us for innovative digital marketing solutions  to boost your business online presence and growth.