About The Client In This Case Study
Objective
The website was getting traffic but not at the consistently high levels needed to sustain their business goals. Furthermore, though they were ranking for some of their target keywords, their main competitors were ranking higher.
- Improve traffic and maintain
- Rank in the top 3 positions for their targeted keywords
- Drive more visitors to relevant pages
Challenges
Upon analysing our client’s existing properties, we found the following problems:-
- Target keywords were directing the traffic to the homepage instead of relevant landing pages.
- Competitors have individual pages with good content ranking for the same set of keywords, while the client only has the homepage to rank the keywords.
- There was only one existing page that targets the keyword, but not enough links to establish contextual relevance—pages were linking to the homepage only
The Strategy
The website structure lacks organisation, which hinders the site from ranking for the target keywords. This is how the initial site structure looks like:
The landing page targeting the keywords for whitewater rafting was too far down the site hierarchy, which explains why it was not getting traffic.
We proposed a new website structure to make the pages more organized and distribute equity from the homepage to the relevant landing pages. This provides a more logical and contextual connection among the pages.
Here is the new website structure:
Internal Linking
The inner pages relevant to the target keywords were losing traffic, as most of the keyword equity directs to the homepage. The new website structure establishes the connection among the landing pages to ensure the homepage does not cannibalise all the rankings for the target keywords.
The target keyword was used in both the homepage and the relevant landing page — long-tail variations on the homepage, and exact match keywords on the landing page
Website Content Creation and Improvement
The content on the homepage was improved to highlight the unique selling point of our client. Some of the existing content about whitewater rafting was transferred from the homepage to relevant landing pages to avoid losing rankings. Some parts of the content were re-written to avoid keyword stuffing.
New pages were also created to provide contextual support to the landing page with the target keyword
Results
From 2,500 monthly visitors to 8,000 monthly visitors, amounting to a growth of 300%.
Over 800 keywords in the top 5 positions.
50 keywords are ranking on positions 1 to 3, including the target keyword.
Conclusion Of Case Study
Through website restructuring, content creation, inner linking, the client was able to rank for their target keywords and claim the top positions on search results.
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