+70% increase in page views
for Rental Software Provider year to year on the USA market

We started by checking how the website’s titles and meta descriptions looked like in the search results. In the case of titles, the problem was their length – they were either too long or too short and generally did not contain the keywords most important to the client.

As for the meta descriptions, they were also too long and did not contain any Call to Actions that would encourage users to visit the website.

Title and meta description after implementing our recomendations:

On the MCS Software Rental website, the header structure was partially correct, but needed to be improved and optimized according to the best SEO practices.

First of all, the headings were marked incorrect -, those that were marked as H3 should be H2, and H4 should be marked as H3. Such a structure is potentially misleading to Google and website’s users.

Example of incorrect header structure:

The headlines lacked keywords relevant to the client and tailored to the specific subpage. On top of that, the level of headers duplication was quite high as they repeated through the website.

H1 headers – 14% duplication level

H2 headings – over 90% duplication rate

We recommended making changes to the headings on the website including fixing the overall structure, adding the most relevant keywords and creating unique heading for each page.

The URL structure was incorrect. Over 23% of the addresses had a repetitive path where an element in the URL address appeared at least twice. Such a situation is incorrect from the SEO perspective, because the addresses should be simple and logical.

We recommended making changes to the URL structure to simplify them and remove the repetitive elements. That implementation of changes is still in progress.

A big problem on the MCS Software Rental website is the incorrectly implemented hreflangs. The company operates in several markets and has a dedicated website for each of them.

There was a line in the hreflang structure that was unnecessary and should not appear. Additionally, some of the hreflang address of the US page created 404 errors and many pages were missing hreflangs all together. Some of the addresses also were missing the X-Default attribute.

We recommended taking a closer look at the hreflangs and implementing them properly, as it is a good way to protect the website from the increased level of content duplication.

Unfortunately, the client’s unusual CMS makes it very difficult to implement hreflangs correctly, so it is still work in progress and might require an SEO migration to a different CMS.

All of the mentioned recommendations were prepared in the form of Excel Spreadsheat to make the change tracking easier.

One of the most important tasks we are carrying out for MCS Rental Software is helping with the content creation and content optimization process.

During the site audit, we discovered a significant internal content duplication which amounted to 46% of all the content on the website.

Such a high percentage of duplicate content was a result of 2 main things. As we mentioned before, the hreflangs were badly implemented, and as a result, Google does not perceive the English versions of the website as websites targeted for different regions (US, UK, and Australia), but as duplicated versions of themselves.

Secondly, most of the content on the pages concerning the available softwares was repeated on many pages.

Example of duplicated content:

In order to boost the website’s visibility and traffic we prepared a content strategy that included a content plan and keyword research to support the content creation process. We also prepared recommendations for optimizing the existing content.

Keyword research spreadsheet

Keywords are blurred due to the confidentiality policy

One of the main problems was the lack of content diversity on software subpages. Even though they were meant to describe different software options the content on those subpages was pretty much the same. That resulted in high content cannibalization.

We recommended creating unique content for each subpage optimized for specific keywords and adding some regional information to the content on each language catalog to help differentiate the content across the different language versions.

Example of optimized content on one of the software subpages:

We also recommended adding more text on the main page that would describe the company and its goals.

When we started our cooperation blog was already present on the website but was not regularly updated, and articles were posted sporadically. We recommended posting at least 2-3 articles per month, using appropriate keywords, text formatting, internal links, etc.

Our recommendations included adding some UX and SEO improvements to the blog itself to make it more user-friendly. We opted for improving the navigation on the blog page by adding at least three tiles of the latest blog posts, as marked on the screen below. We also recommended adding the author with a bio, photo, a Call to Action, related posts section, table of contents, and a rating system.