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MitchMatthews.com is the site of a speaker, author and coach with a large archive of podcast episodes, articles and program pages built up over years. The archive was the asset and the problem at once: hundreds of pages, inconsistent titles, thin internal linking, and no reliable picture of which content was actually being found or what visitors did once they arrived.
The client wanted two things. First, for the content that already existed to rank for the topics it covered. Second, to finally see what was happening on the site - which episodes converted to program enquiries, which pages sent people to the newsletter, which content deserved more investment.
We began with keyword research mapped to the existing archive rather than to new content. For each topic cluster - coaching, mindset, career, the podcast itself - we identified the pages that should rank and the queries they should rank for, then optimized them: content edits for relevance and quality, titles and meta descriptions written for click-through, and headings that describe what each page delivers. Rank Math was set up as the SEO layer for the whole site.
Internal linking was rebuilt so the most important program and resource pages received links from the many episodes and articles that mention them. Off-page work added authority through relevant placements in the coaching and personal-development space.
The technical side was where the archive needed the most attention. We cleaned up indexing in Google Search Console - submitting pages and posts that had never been indexed and removing junk that had - and fixed the technical issues the crawl surfaced. Then we built the measurement layer: Google Tag Manager was integrated, tags were implemented for the interactions that matter, and events were created in Google Analytics so the client could see downloads, clicks to programs, newsletter sign-ups and podcast plays as data instead of guesses.
The site's archive started working as an asset: rankings and click-through improved for the optimized pages, the important program pages gained internal authority, and for the first time the client could see which content produced enquiries. That visibility shaped everything they published afterwards.
The events we set up are a good illustration of what 'analytics' should mean for a personal brand. Instead of pageviews, the client now sees: program page visits that came from a specific podcast episode, newsletter sign-ups by the article that produced them, outbound clicks to booking pages, and audio plays by episode. Those numbers changed editorial decisions within weeks - topics that produced enquiries got follow-up content; topics that produced only traffic did not.
Coaches, consultants and speakers in Vancouver often sit on years of content that nobody can find. North SEO's on-page and technical service turns an archive into a ranking asset - and adds the tracking so you know which pieces actually bring clients.
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