I also went straight to their YouTube channel — a goldmine most brands ignore. I audited their existing content and surfaced the best-performing videos based on organic views and engagement metrics. I then embedded these into relevant service pages, optimising Video SEO at both file and page level. Metadata was aligned with schema markup to create a reinforcing loop between YouTube and the website, enhancing topical relevance and watch time signals.

To give you an idea of scale: we’re talking about a 25-year-old domain that Google barely understood. No structured entity profile, no topical relationships, no connected knowledge graph presence. Within 30 days of optimising those initial 13 URLs, we began seeing noticeable ranking improvements. Not because we chased quick wins, but because we laid the fundamental groundwork: structured data, clean internal linking, semantic anchors, and embedded rich media with schema support.

This entity-led approach acted like giving Google the blueprint to a skyscraper when previously it was wandering around a building site with a blindfold on. Structured data wasn’t just a compliance exercise; it was strategic — each schema type tied into the site’s thematic pillars, accelerating Google’s understanding of who Brackenwood was, what they offered, and where they operated.

Of course, it wasn’t all plain sailing. The first six months felt like moving through treacle: everything needed sign-off through staging environments, with long delays. But by demonstrating performance gains with just those 13 URLs — while the rest of the site remained untouched — I built the trust necessary to push deeper changes through.

By December 2023, we’d scaled schema coverage, tightened topic clusters, reinforced internal linking, optimised critical path pages, and refreshed poorly performing service content. The client confirmed independently that there had been no previous SEO work. What we achieved wasn’t just recovery; it was a first-time, ground-up SEO foundation build on a domain that should have been leading years earlier.

The real triumph here was not chasing easy traffic but building Brackenwood’s entity strength in Google’s knowledge graph, using modern SEO techniques that align structured data, multimedia, semantic signals, and user experience.

This methodology translates seamlessly to the SEO SGE landscape. Structured data and entity-led SEO are foundational for modern search dominance, particularly in competitive verticals like double glazing and conservatory builders. It’s not about stuffing keywords onto a page anymore; it’s about giving Google a complete, unambiguous picture of who you are, what you offer, and why you’re the best answer to the user’s intent.

By embedding these principles into RAC’s SEO playbook — across core landing pages, comparison pages, guide content, and even PR releases — we can reclaim the breakdown cover rankings and reinforce RAC’s historical authority both algorithmically and experientially.

In closing, what I delivered at Brackenwood wasn’t just optimisation; it was strategic entity positioning through Structured Data orchestration, Video SEO integration, and rigorous UX-first design principles. It’s a model that works, and it’s scalable. RAC already has the brand equity. I’m here to make sure Google’s algorithms see it in full technicolour.