SEO CASE STUDY
How InternsInAsia Recorded a 47% Increase
in Organic Traffic in Just a Few Months
This client in the international education industry launched a brand new website, but was struggling to be visible in the competitive organic search results.
When it consulted our digital agency, InternsInAsia was a fairly well-established Singapore-based brand that connects young professionals seeking an internship to organizations based in Asia.
They launched a brand new website, and their goal was to get it to rank high on the search engine results pages (SERPs) for the core keywords their target audience in Europe and America use to search online for the services they offer.
But the big challenge the client faced when it came to accomplishing this goal was how competitive the SERPs are for the core keywords they are targeting.
The client’s top competitors in the industry, such as TheInternGroup and AbsoluteInternship, dominated the topmost positions in the search results for all but the most niche of long-tail keywords; thus the client’s website could only achieve a visibility of 21%, and saw little traffic.
One other problem the client had was that they were impacted negatively by Google’s July 2019 EAT Algorithm which scores websites based on three key metrics: Expertise, Authoritativeness, and Trustworthiness (EAT).
This did not come as a surprise though, given that the client had not had much of a chance to demonstrate their EAT through their brand new website.
From experience and the results of the SEO audit we conducted on the client’s website, we were able to quickly determine just what needed to be done to help the brand overcome these challenges and get their website on its way to greater online visibility and traffic generation.
We settled on the following solutions:
- Increase the page loading speed of the site, and fix all technical issues (such as error 4XX, 5XX, etc.)
- Improve the copy on most of the web pages, and make the blog dynamic
- Perform other On-Page SEO tasks on the site, including optimizing the HTML source code
- Guest post on several similar niche websites for backlinks
STRATEGY & IMPLEMENTATION
Our SEO experts employed a central strategy which involved:
- Thorough on-site optimization to address issues such as low site speed, insufficient and low quality content, unoptimised title and heading tags, etc.
- Off-site optimization via the use of targeted links to build the authority of key internal pages of the site
1. SEO ON-PAGE
Site Speed Improvement
With Google having indicated that site speed (or page speed) is one of the signals used by their algorithm to rank pages, we, first of all, worked on the client’s site to improve its page loading speed.
This increased the loading speed of the site’s pages to less than 2 seconds, a significant improvement from the previous speed of about 4.33 seconds.
Because the client had insufficient copy on most of their key pages, we added to these pages, detailed, well-structured, and unique copy, optimized to rank for specific long-tail keywords with commercial intent. We also had to completely rewrite the copy on some of the pages.
Bearing Google’s 2011 Panda Algorithm update in mind, we made sure all the copy was of high quality and very informative; and in the end, we added, in total, more than 15,000 words of optimized copy to the client’s key web pages.
The impact this had was that it made the website appear much more relevant and authoritative to Google. It also turned it into a more useful and engaging resource for the client’s target audience.
Page Structure Improvement
Moving forward, we had also discovered that the client’s website was littered with unoptimised title tags - unoptimised in the sense that they were often too long, not composed of the right keywords, and sometimes duplicated.
So we systematically revamped the title tags; but we didn’t stop at that. We went further to target associated and semantically similar keywords around the main keyword using other HTML elements such as the heading tags.
All this helped to enhance the keyword relevancy of the pages on the site.
2. OFF-PAGE OPTIMIZATION
Blog Outreach/Link Building
Because the niche the client is operating in is competitive, it was absolutely necessary to carry out some off-page SEO, too.
Also, since the client’s site was brand new when we started work on it, its link profile was quite underdeveloped and needed much enhancement.
So what we did was to reach out to several related niche websites with a decent level of authority which also offer guest posting opportunities; then we posted relevant articles on these websites, each article containing anchor texts leading back to the client’s website.
This is because Google considers each backlink from a reputable and authoritative site as a vote of confidence.
After guest-posting on a number of these websites in the client’s niche, we were able to improve their link profile to a reasonable extent and make their site appear more trustworthy to Google’s Algorithms.
Remarks on Strategy Implementation
The process of implementing our chosen solutions/strategies was quite smooth, and we were able to fix all the issues within a short period of time (in two months, to be precise).
Throughout the process, we made sure to send the client weekly updates so they could track the progress of the work being done on their website. The client also had access to our Daily Rank Tracking solution which enabled them to monitor the results of their SEO campaign.
Having acted on the recommendations of the SEO audit we performed on the client’s website in early July, the site ended up faster, with improved content, a viable page structure, and an enhanced link profile.
Specifically, by October, just a month after we had finished carrying out our SEO campaign, the InternsInAsia website ranking on the SERPs went up even more significantly.
RETURN ON INVESTMENT
Since the new traffic our SEO campaign attracts to the client’s website is highly targeted and relevant to their brand, the client saw a 40% increase in the number of internship applications from young professionals in the US and Europe, and there was a 29% improvement in conversion rate.
Overall, we were able to help the client achieve a 38% increase in revenue from organic traffic.