current situation audit

Helping a global Private Equity firm review a local services website acquisition
- Current Situation Audit -

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About The Situation

One of the most prolific UK & US private investment companies approached us to review the claims being made by the owners of a large website that offered online quotations from local tradespeople.

The Private Equity group was conducting due diligence into all areas of the business but, as it existed online and received majority of its traffic via search engines, they sought a review of the website, specifically the Search Engine Optimisation (SEO) and the organic rankings, to see if there were any issues they needed to be aware of.

We performed a number of audits on the website, including:

  • Technical SEO and Usability audits.
    To determine how well structured the website was and how it performed in search engines and for customers.
  • Traffic source audit.
    We had to verify that the levels of traffic were as quoted, and that they were genuine users visiting and asking for quotes.
  • Keyword rankings check.
    We looked at target search terms to see where the website appeared within the SERPs, as well as how volatile those positions were.
  • Online reputation audit.
    After noticing negative press in the search results we dug deeper to uncover their impact on the business.

The Result

The traffic levels being quoted to our client were accurate and the website performed well in the search engines, giving them peace of mind concerning that part of their investment. With the website usability audits we were able to highlight opportunities for quick improvements, which meant our client was able to start a plan for growth before the deal had even been finalised. The highlighting of past issues with users and the press allowed our client to enter negotiations better informed of the overall situation and use this information to their benefit.

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Email info@instigate.co.uk