The Brief
“I want to reach more people around the world. Can you help me?”
Yes, I can, and we can create a few quick fixes that will boost traffic and engagement while I’m at it.
Setting
The client owns an internationally renowned human resources and workforce outsourcing business in the Middle East. Their global clients have staffing, payroll and training requirements across multiple industries in the MENA region. Due to their recent growth, my client has several offices in the United Kingdom, United Arab Emirates, Saudi Arabia, Jordan, Qatar, Iraq and Lebanon. All are fully staffed and in need of a steady stream of work.
Their site does two key things: it attracts corporations looking for workforce solutions and attracts potential staff. In essence, it is a service site and a job site.
To help me with my work, I had access to my client’s digital officer who could action work and generate queries for the web development team.
The Quick Fix
As you can imagine, this isn’t an easy project. There are many moving parts and several factors to get right - but that doesn’t mean that while we work on that, we can’t hit some quick wins.
I started with an SEO audit (which you can find on my website copywriting service page) and quickly identified that most pages weren’t indexed. We investigated why this was happening and took the relevant steps for the web development and digital teams.
Side note - this isn’t an overnight action for a website with over 7,000 pages (mostly job listings), but we could immediately correct some issues, like incorrect 404s.
After this, I helped map the website to see missing content. I then helped write each page so we could work on restructuring the site’s navigation, 301s and canonical issues.
We had two months to get some “quick” results.
Results
Here’s our quarter snapshot compared to the previous three months.
Google impressions increased by 53.46% from 346,000 to 531,000
Clicks from Google SERPs increased by 9.09% from 13,200 to 14,400
Our click-through rates (CTRs) did drop to 2.7%, but as older content gets an uplift, we should see this change and mimic search intent better
Our average ranking position rose to 36.8 from 41.1 despite having more pages published
The most critical of results was the proof of organic search traffic, which became our third biggest driver, seeing a 39.3% rise in users, with 26.26% less bounce. In other words, we had more visitors, and they stuck around.
That’s a pretty nice “quick win”!
And it meant our project got approval for further work.
Next Steps
With a project of this size, there is still lots to do, firstly, working through updating older content and, secondly, adding fresh content that speaks to our audiences.
I’m also running this alongside a PR initiative with the help of our digital lead and business service manager. Earning online press backlinks should help with awareness and site referrals.
Come back soon and see how I do!
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