SEO Case Study: How We Increased A Client’s Organic Search Organic Visits By 159.62% & Goal Conversion Rate By 100%
Our main goal was to improve the search engine results for a client’s website. The site was ranking well for certain keywords but needed improvement for other important keywords.
To fully understand the site’s current SEO structure an on-page SEO audit was performed. This involves recording the current title tags, META descriptions, target keywords and any duplication issues.
During this analysis it became obvious that certain webpages were competing for the same target keyword. Having more than one page competing against each other for rankings in the search results is commonly known in SEO as keyword cannibalisation. People mistakenly believe that using the same target keyword on pages across their website will make Google think it is far more relevant to the targeted query. However, this technique is actually detrimental to a website’s SEO performance.
Basically, when Googlebot crawls a site and recognises that multiple pages are targeting the same singular keyword it gets confused and forces it to choose the best fit. Therefore, only one page is chosen to rank for this query – so you have wasted other pages’ SEO efforts.
Below shows an example of how to strengthen a target keyword page using keyword mapping. The target keyword here is “shoes” (broad – but this is just an easy example) the other pages have related keywords pointing back to the target keyword using internal linking. This keyword mapping and internal linking strategy builds the “shoes” page as an authoritative and strong page on the website.
Example of a Keyword Mapped & Strong Internal Linking Structure
Therefore, one major SEO issue was that the site needed keyword mapping to ensure there is a webpage targeting each main keyword. Fresh keyword research was undertaken to ensure we were exploiting all possible keyword opportunities; high competition, low competition and long-tail keywords. Then data was extracted from Google Analytics and AdWords; top traffic and conversion driving keywords and landing page to determine which pages were already performing well for certain keywords. We wanted to make sure we kept and improved the site’s current SEO ranking results.
Once we had the data on how the site’s pages are currently performing we planned the keyword mapping. This involves mapping the target keywords across the site – in a way that is helpful and makes sense to users.
This included changing; titles, META descriptions, META keywords, H1 tags, optimizing content, internal and external links. Note: If you are changing the URL make sure you 301 redirect the old page to the new page to retain all SEO efforts on the old page and avoid broken links on the website.
A canonicalisation issue was also found with the www, non-www and /index.php versions of the site. This was causing duplication issues and diluting SEO efforts. To fix this issue a 301 redirect to the strongest version was implemented. For more information on how to fix a canonicalization issue check out our previous blog post: How A Client Increased Organic Search Visits by 98.80% Within 5 Weeks!
All within a month of the changes:
- 3 target keywords jumped to within the Top 5 in Google search results
- One keyword jumped over 90 places to the First Page in Google search results
- One keyword jumped over 85 places to the Second Page in Google search results
- Organic Search Impressions have increased by 400% (15,000 vs 3,000)
- Organic Search Visits have improved by 159.62% (405 vs 156%)
- Organic Conversions have increased by 100% (2.86% vs 1.43%)
The below screenshot shows increase in organic search impressions:
The below screenshot shows increase in organic search visits:
The below screenshot shows increase in organic search rate:
Implementing this strategy will enable you to tell Google which page to index and rank for important keywords. Eliminating keyword cannibalisation can be a really effective and quick way to improve your search engine results.
If you want some more SEO quick wins, have a read of Setting Your Preferred Domain To Avoid Duplication Issues In Google’s Index.
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