An ecommerce site within the highly competitive pet niche approached us for link building services and technical SEO assistance. The site competed against major brand retailers, and wanted to improve the rankings of a specific converting page on their site.Site Assessment: After reviewing the client’s website, we discovered there were a number of on-site issues that needed to be fixed. Page titles and meta descriptions were too long and stuffed with keywords, internal linking structure was suboptimal, and on-page content was thin. We also identified good content that existed in the format of images, rather than text on the page. We converted image based text to actual on-page text that Google could crawl and understand. Along with these issues, this site also had usability problems. Navigation was difficult and confusing, and pages were not structured in a way that optimized user experience.Potential Obstacles: Assessing the client’s situation, we identified the following obstacles: • On-site and content issues would affect the SEO impact of links• Usability problems would affect our ability to earn links• Competition outclassed the client, in both name recognition, on-page SEO, and off-site SEO (links) Strategic Plan: After assessing the client’s website and identifying potential hurdles, we developed the following strategic plan:1. Remedy on-site issues to improve SEO and user experience2. Create linkable assets and bolster the site’s content profile3. Earn links to target pages using proven tacticsThroughout the course of our link building activities, we created positive relationships with numerous webmasters and bloggers which have developed into long-term partnerships for our client. Throughout the course of our link building activities, we created positive relationships with numerous webmasters and bloggers which have developed into long-term partnerships for our client.