The Approach

Initial work and activity focussed on the migration of the PostBeyond website to a
new site design. Website migrations are often problematic because they can
confuse search engines which leads to a drop in rankings and traffic. Aira’s work
with PostBeyond included redirect mapping, meta data implementation, URL
structure recommendations, an analytics implementation and developer support.

We then started working on a quarterly basis, creating data-led graphics and
thought-leadership style advisories for link-building – which are closely aligned to
PostBeyond’s messaging and target audience – alongside supporting technical SEO
activity. Based in Canada, PostBeyond were keen for us to have a diverse profile for
link building across Canadian, US and UK publications. The content campaigns and
data we create have put us in a position to attract links and coverage from a range
of industry press and media.