Recruit industry expert bloggers
Hayter has a big SEO problem. 91% of the keywords that they rank for are branded search terms which included the company name. The lawn mower-related search landscape is almost the total opposite which only around 11% of all UK lawn mower-related search time are branded.
To try and inverse the focus of the Hayter website in terms of being about Hayter, to not being about Hayter, I needed to recruit some more contributors to write content.
I have so far recruited a selection of industry experts consisting of greenkeepers, landscape gardeners, lawn care experts, Hayter retailers, lawn turf producers and other independent industry experts.