When The Wrong Keywords Are Being Indexed
How I helped an animation studio strengthen its SEO visibility and international digital strategy, realigning their keyword strategy
Client: Salamandra UK
Industry: Animation & creative production
Services provided by Charlie: SEO Audit | Digital Strategy | Market Visibility Analysis
Overview
Salamandra is an animation studio producing high-quality visual content for brands and agencies. As a creative business operating across international markets, their digital presence plays a key role in attracting new clients and showcasing their work.
My role was to provide a clear, data-led view of their current online performance and identify opportunities to strengthen their visibility — particularly in competitive and international search landscapes.
The Situation
Salamandra already had a strong creative portfolio and client base. However, like many studios, their website was functioning more as a showcase than a fully optimised lead-generation tool.
At the same time, there were signs that their work was already generating organic visibility — but in ways that hadn’t been fully recognised or leveraged.
One example was a project they delivered for the Royal Albert Hall, where Salamandra created an interactive map.
Users searching for venue maps were landing on Salamandra’s website instead of the Royal Albert Hall itself — demonstrating that their case study content was already ranking and attracting the wrong traffic.
Key Challenges
Several strategic gaps were identified:
Limited visibility into overall keyword rankings and search performance
No structured SEO strategy to build on existing organic traction
Underdeveloped backlink profile impacting authority
Case studies generating traffic, but not fully optimised for search intent
Missed opportunities to convert organic visibility into new business
My Approach
I focused on turning Salamandra’s existing visibility into a more intentional, scalable strategy.
This included:
SEO audit: Analysing website performance, structure, and optimisation opportunities
Keyword analysis: Identifying where the site was already ranking and where to expand
Keyword re-structure: Identifying keywords that needed to be de-prioritised by Google and creating a strategy for this
Backlink review: Assessing domain authority and identifying opportunities to strengthen it
Content recommendations: Advising how to optimise and replicate high-performing case study content
Strategic roadmap: Providing clear, prioritised next steps to improve visibility across key markets
The goal was to help Salamandra move from passive visibility to a deliberate, search-led growth strategy.
Outcome
The work provided Salamandra with a clear understanding of both their current performance and untapped opportunities.
Key outcomes included:
A defined baseline for SEO performance
Identification of high-value search opportunities driven by real project work
Clear direction on how to turn case studies into traffic-generating assets
A prioritised action plan to improve search visibility
Increased confidence in how to approach digital strategy across markets
Client Feedback
“Working with Charlie from the Department for Business and Trade has been an invaluable experience. As our Digital Trade Adviser she provided us with a clear, data-driven understanding of Salamandra UK’s online performance through a detailed audit, keyword ranking report and backlinks analysis.
Her insights gave us a solid baseline and actionable next steps to strengthen our digital visibility across key markets. We’re incredibly grateful for her support and expertise — she made a complex process feel straightforward and genuinely empowering.”
— Christine, Founder & CEO, Salamandra UK
Want to Strengthen Your Website and Digital Strategy?
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