The site we were handed only had 3 pages of decent content. The homepage was duplicating content on one of its inner-pages as well, so that had to be remedied by bringing that content onto the homepage. So instead of having one page that was simply talking about the toy, we built a full site with individual pages covering:
Now we had a site with over 20 pages that could potentially bring in traffic, social signals, and links… rather than just the homepage.
My team and I started working on this site at the end of October and knew we had one month to get it ranked before Black Friday, when the sales would start to pour in. First, we applied my anti-sandboxing technique. Once the trust was built, we hit the site with over 25 new high quality links in one month. As a result, we got the client to #2 in the SERPs, right under the actual brand