In order to understand why Lumosity.com ranked poorly for keywords obviously relevant to brain games, Cogney did a thoroughgoing analysis of their existing site. The site was #1 when it came to authority, because it was the best-known and most established brain games brand in the world but their old site suffered from some glaring problems. Pages were written without any intention to rank for a specific keyword. Games were not classified by type, e.g., memory game, concentration game, problem solving. Rather, the directory page was just one big list of all the games stated by their proper names. Like many clients which were already famous brands, the website had authority but its on-page SEO was deficient.
Thus, Cogney analyzed the existing site for content but otherwise completely ignored its design and layout. Instead, we reviewed the design mockups for the new site and consulted on those layouts. We also analyzed competitors’ sites but they weren’t particularly compelling references because brain game sites are devised to appeal to children, the industry’s primary user group.
Next, we conducted keyword research into the different categories of brain game, in order to understand the mindset and lingo surrounding the different categories. We then combined this research with our knowledge of best practice SEO to come up with a new site map plus detailed instructions about how to write copy and present each type of game on the site.
Finally, we introduced a rating system on the site because Google looks favourably upon this kind of content and gives it disproportionate positive weight when computing site rank.
To ensure that our recommendations were sound and the implementation rock-solid, we ran simulated Google crawls on the beta site and iterated several times before making the new site live.
SEO audit (1.5 months)
Consulting retainer (3 months) to implement redesign
Recommendation: Think about SEO before designing your website in order to avoid the oversights and mistakes that this company made