Cultural and local understanding is key to successful on page optimisation

On-page optimisation

As a result of search engine’s machine learning algorithms, the importance of individual keywords continues to decline in relation to international SEO performance. However, page relevance (as defined by clusters of keywords which are related to users’ search intent) remains a crucial SEO success factor.

Search engines still need on-page data to understand what your website is about quickly. On-page optimisation – or the selected application of keywords to website pages – is a consistent and core SEO activity, fuelled by keyword research and a systematic approach to implementation across your website.

With high-quality keyword research in hand, we initially align this data with website pages that are already live on your site, creating guidance documents which provide exact and optimised syntax for your on-page metadata, e.g. page titles, H1 tags and so on. Subject to the scope of your site, your commercial goals and the breadth/depth of products and services offered, this can be a complex deliverable as we aim to optimise as many valuable pages as possible for best SEO results.

Oban’s research and analysis allow us to create scalable optimisation syntax based on data. For example, a page title would be structured as {gender}{colour}{material} or PRODUCT [mens][black][cotton]SHIRT.

On a practical note, we prioritise content/metadata syntax implementation to address the best opportunities first per market. For example, if searches for women’s dresses have twice the volume of men’s shirts in the French market, the women’s dress category should be priority number 1.

Keyword research may also indicate that new pages should be created to satisfy evident search ‘demand’ for products or services, for example in relation to clothing sizes or colours. So, we also provide suggestions and detailed optimisation recommendations for new content where useful.

Cultural and local understanding is key to successful on-page optimisation – your pages must be optimised for the search queries that customers in your regions and markets actually use. Fully culturalised keyword research creates good building blocks, but on-page, the text requires further attention from our LIME (Local In-Market Experts) network as we look beyond individual keywords to optimise for both clusters of related keywords and for short phrases that are visible on local search engine results pages (SERPs).

Results – Manchester United

Through the use of localised content, Oban achieved consistent first-page visibility for French and Spanish sites on both and User interaction also improved in China. Increasing engagement on the sites ‘news’ page by 16% and an increase of clicks on the site’s ‘registration’ button by 10%

Good to know – Oban assisted Manchester United to become “the most visible football club in search” (Econsultancy report)

 Client comments: 

“We have partnered with Oban to improve our international SEO visibility in key markets like Mexico and France. By using their expertise, the team has also improved traffic flow and conversion on our Chinese language site. We are really happy with the level of service provided, and our YOY traffic uplift grew by 66% in Mexico and more than 250% in France.”
James Tuck
– International Websites Editor

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Some of our SEO clients


Merlin Entertainments

We have worked with Merlin since 2017 on a range of SEO, Content and UX projects for their attractions, including London Eye and Madame Tussaud's, as well as providing paid media support for the launch of Legoland Japan.


Jo Malone London

We have worked with Jo Malone London since 2015, through their sale to Estee Lauder Group and ever since. We provide ongoing technical SEO services and SEO migration consultancy across 21 markets,  plus SEO training for their broader team.

Lloyds Register Logo

Lloyd’s Register

Lloyd’s Register Group is a technical business, service organisation and maritime classification society. Oban provides ongoing international SEO consultancy and expertise to Lloyd's Register. We have worked on several assignments from in-market research and analysis, to overseeing the migration of over 40 international sites.

Denby Logo


Denby Pottery Company is a British manufacturer of beautiful tableware. Oban provided Denby with technical SEO consultancy on a critical e-commerce multi-platform migration, and we now execute highly targeted, results-driven paid media campaigns across multiple brands and international markets.

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