How Auditing Can Take Your SEO from Standard to Synthesised
Who is the client? Greenheart
About Greenheart
Greenheart is a sustainability consultancy business based here in the UK. They specialise in guiding businesses toward becoming regenerative, with a focus on creating positive environmental and social impact. They provide invaluable services such as B Corp certification, strategic sustainability consulting, and planetary health initiatives.
Greenheart is a unique consultancy, informed by the living systems of nature, reflected in the identity of their team structure. Greenheart has been a Certified B Corp since 2017 and was re-certified in 2023 with a whopping score of 128.1.
Overview of how we supported Greenheart with their SEO
Our in-house digital marketing and search engine optimisation (‘SEO’) specialist, Gifty, provided tailored support to Greenheart by conducting an in-depth SEO audit and implementing the necessary changes. The goal was to increase organic traffic, improve search engine rankings, and ensure Greenheart’s website aligned with the latest SEO best practices.
The process
The auditing process began with a thorough analysis of Greenheart’s website to identify areas for improvement in search engine visibility. Following the audit, Gifty executed specific strategies, such as the optimisation of keywords, the enhancement of meta tags, and page indexing - all of these individual actions come together to boost online presence for the business.
The challenges we faced
Greenheart faced several SEO challenges, including:
Pages that were difficult to find due to a lack of internal links
Missing meta descriptions, which reduced search visibility
Duplicate header tags, which caused confusion for search engines
Low-quality backlinks, which affected domain trust
Pages that were not properly indexed - despite correct meta tags
These issues were addressed by:
Enhancing internal linking and adding targeted meta descriptions
Resolving duplicate H1 tags and improving keyword targeting
Acquiring high-quality backlinks to improve domain trust
Manually indexing unindexed pages through Google Search Console
The outcome
The SEO implementations for Greenheart yielded impressive results!
Total clicks soared from 175 to 2,640
Impressions jumped from 4,100 to 52,200
The click-through rate (CTR) improved from 4.3% to 5.1%
This substantial growth highlights the effectiveness of refined, tailored SEO strategies, with notable gains in search rankings for several key pages.
Why Ipsa Consulting chose to work with Greenheart
Greenheart dedicates up to 5% of their working time to charities that are driving the transition to a regenerative economy and have provided pro bono advisory support to a number of charities, including those based here in the South West. At Ipsa Consulting, we believe in leading by example and using our position and voice to the benefit of others. We donate the equivalent of 5% profit in volunteer time to help nonprofits that create economic advantage for women and environmental improvements by women.
Additionally, our businesses share aligned values, including authenticity and ethical business practices. Both of our businesses believe in showing up as ourselves and being tenacious about our passions and values. Furthermore, we both recognise the major global challenges caused by the poor decisions that humanity has made over the past couple of millennia. In order to thrive, we need more organisations to step up and make a positive difference. This means living within the means of our planet and protecting its inhabitants, a system of positive impact that gives back more than it takes.