The client’s website has been stagnant for almost a year since it started. Along the way, there’s been a constant stream of articles being published, and paid ads have been used to bring in more traffic to the website. However, the impression and clicks are not trending up, only reaching average daily 900 impressions and 20 clicks.
The Challenge
The client wished to stop their paid ads and focus more on organic search engine optimisation (SEO) efforts for their website growth. Therefore, they terminated their digital marketing agency’s contract and migrated to a new shared hosting provider in March 2022.
Referring to the organic search result data, there’s an obvious drop after the migration. This is due to the migrated website is not properly optimised at the new shared hosting.
It was previously optimised purely through the Cloudflare Pro plan. Having optimisation features like the fastest DNS resolver, caching, image optimisation, and CDN (Content Delivery Network). The website lost all these optimisations when it was migrated, hence causing a noticeable drop in the page ranking and search results performance.
Our Proposed SEO Strategy
We always like to start with a strong foundation. Page Experience like Page Speed, and Core Web Vitals have become important ranking factors in the Google search engine since August 2021.
Therefore, we did an SEO audit of the client’s website to start focusing on solving any technical SEO issues they have.
Optimise for Technical SEO issues
From the SEO audit, we notice that most technical SEO optimisation is not being done.
We started by going into their shared hosting backend to tweak the PHP configuration to suit the WordPress environment. Then, we also enabled and configured the LiteSpeed Cache for the website. After that, we did a proper image optimisation by bulk compressing all the image’s file sizes while maintaining good quality.
SEO Competitor Analysis for Competitor Keywords
Next, using our competitor analysis tool, we researched and pinpoint a few of the client’s competitors’ websites and did an SEO analysis on their domain names. So that we can find out what other competitors’ top keywords are.
We then filter competitors’ SEO data by the search volume, to make sure that the keyword gap analysis is focusing on those that are relevant and significant. After that, we also analyse each article’s topic, target keyword and backlinks profile.
At the end of the analysis, we already found the type of content that most business competitors are ranking for. Along with the specific keyword, that client would want to rank for too.
Producing the SEO Content to Outrank Competitor
High-quality content is needed to outrank competitors, especially when those topics and competitive keywords are very similar.
First, we focused on a topic and keyword that most of the client’s business competitors are ranking for that client never had any content on. We narrowed down the title, and the list of keywords to include in the articles.
Then from there, we start building out subheadings outline with proper SEO structure in place. Making sure that relevant keywords are layered in the article and building internal backlinks between existing content. We also put in external links as further references, making the article very informative and helpful. Especially important since the Google Helpful Content update, which we also hope that the article will generate organic backlinks for the client’s domain.
We also made sure that the article published had all the relevant images and samples on the topic. Making the article easier to read and refer to for website visitors.
We also included some of the experiences and FAQs that the client had with their existing users. Adhering to Google’s quality guidelines on the E-E-A-T concept, which stands for:
- Experience.
- Expertise.
- Authoritativeness.
- Trustworthiness.
Results
The article was published mid of April, and we started to optimise the website and its existing content across April and May 2022. From June 2022 onward, the effect of this SEO strategy started to show its effect.
Comparing the last 8 months to the previous 8 months’ data, we can see that the impressions have been increased by 347% and increased clicks by 225%.
Pushing the average ranking position of the client website from position 13 on page 2 on Google to position 9 on page 1.
Looking at the particular article derived from the SEO competitive analysis, it is averaged at position 7.4 for the past 8 months.
From the start, it was ranked around average position 10, then slowly climbing up to average position 5.4 at the latest.
Looking at the queries (keywords) data, the article has been gaining impressions for 1000 keywords. Most of the top high-volume keywords ranked by competitors that the client previously didn’t rank for are now positioned mainly at page 1 or page 2 of Google SERP (Search Engine Results Pages).
Recommendation
Good technical SEO is very important for the foundation of any SEO strategy to succeed. You can read more on the importance of page experience for the search result performance case study article we posted previously.
If need any help to take a quick look at your website, can drop us a message anytime.
