Previsible

BACKGROUND

Introduce your business and what you do there.

I'm the Director of Audience Experience for a local media organization that delivers news, weather, sports and community coverage across TV, digital and streaming platforms.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Previsible?

We initially needed to fill a critical knowledge gap around technical SEO following a redesign of our website.

SOLUTION

What was the scope of their involvement?

Previsible has conducted a technical audit of our redesigned site and works with our team to advise on resolving major technical issues. The team is also improving our website's crawlability, supporting our CMS migration and providing SEO guidance as needed to our newsroom. Previsible has provided tickets for developers to resolve issues, training for technical and content teams, ongoing guidance and monitoring performance across Google surfaces.

In the initial technical audit, Previsible addressed duplicate content and URL structure improvements, a large number of soft 404 errors and how that negatively impacted crawlability, empty media URLs and the need to improve crawl rate. The team has also addressed missing schema and metadata on key pages, thin content, XML sitemap issues, 404 page improvements, image sizes for Google surfaces and key pages that require optimization.

What is the team composition?

We initially worked with three teammates from Previsible, and now we primarily work with two.

How did you come to work with Previsible?

I initially heard an ad for Previsible on a podcast. We chose them because they provided a flexible partnership with à la carte options that didn't purely outsource this work to an agency. We wanted to learn in the process. Previsible also knew we didn't need an enterprise-wide solution and crafted a customized partnership that aligned with our specific unique business needs.

What is the status of this engagement?

We started working with Previsible in December 2023, and our engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We continue to dominate the market from a search perspective, and these wins can be directly associated with the performance and technical improvements identified in the technical audit and ongoing monitoring. We've also seen increases in impressions and clicks from Google surfaces. Organic search continues to be a top driver of higher qualified users who are actively engaging with our site.

Moreover, it was a big shift to pivot our SEO efforts to focus on technical SEO, as we had previously focused more on content. Previsible's expertise, diligence and collaborative nature have helped showcase to developers and senior management that this was the correct decision to shift our strategy. SEO doesn't seem so mysterious anymore. 

Our team has learned the value of technical SEO, and Previsible has time and again made adjustments as our needs have shifted throughout the partnership. I also greatly appreciate their willingness to say when something we need is outside of their scope and going the extra mile to make a connection or recommendation.

How did Previsible perform from a project management standpoint?

Previsible has strong project management skills and delivers efficiently and effectively. I know they have other clients, and I always feel like I'm just as important to them as others that may be much larger. We communicate via chat, shared documents, biweekly virtual meetings and email.

What did you find most impressive about them?

Previsible's combination of being extremely skilled and highly collaborative and communicative is unmatched. Media is a challenging space at this moment in time, and they've been an extremely helpful and patient partner. Previsible goes over and above expectations frequently.