The Project:
On the Timmermann Group website, we had a blog originally published in 2023 about whether businesses should improve or completely redesign their website. This topic is consistently useful as the needs of customers are always evolving, requiring businesses to keep pace. However, some businesses allow their websites to fall behind with a “set it and forget it” mentality.
This blog in particular was chosen to undergo an optimization because of its evergreen nature. Additionally, as it currently stood, the blog was not ranking well (as of April 1, 2025, was ranked roughly 58th within search results). Using the Surfer SEO tool, the content score was at a 33, well below the competition.
The Optimization Process
Several strategies were used to help improve this blog’s performance, including:
- Ensuring the primary keyword was in the H1 header
- Adding a table of contents to make the extended copy more digestible for readers
- Incorporating keywords based on Surfer SEO recommendations
- Adding new content sections to dive deeper and provide more information regarding:
- Differences between improving and redesigning
- Using analytics to guide decision making
- Benefits of undergoing either process
- Improving Core Web Vitals
- Building a redesign strategy
Optimization Result
After the optimization was implemented, the blog saw an immediate increase in the Surfer SEO score by 36 points, increasing its potential of breaking into the top 10 Google search results. Ranking information is not yet available for this blog and may take a few months to populate, but given its score increase, I am confident we will see some improvement.
To view the blog, please visit:
Katie Palmer's Portfolio 
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