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Project Overview
Sector: Online Casino Affiliation
GEO: New Zealand, Japan, Canada
Objective of the initiative: To reverse declining SEO trends and quickly ramp up the volume of organic site visitors.
Time span: 1 year
Although the client had an excellent site with content tailored to different regions, their visitor numbers in certain markets were notably low and even decreasing.
Initially, we suggested directing the client’s efforts towards specific areas to avoid spreading resources too thinly, ensuring better returns.
The client concurred with our perspective. We decided to initially target the New Zealand market, where traffic had halved over the past six months. Over time, efforts shifted towards the Japanese and Canadian audiences.
The Objective
We developed several plans with achievable KPIs related to traffic growth. Recognizing that a bolder approach would yield quick benefits, our client agreed, leading to a detailed strategy.
Turning around the current downtrend of site visits.
Over a preceding span of six months, site traffic dipped from 7,000 to 3,500 monthly visits, making immediate action essential to halt the negative pattern.
Strengthening the authority of core content pages.
We reviewed significant traffic-losing pages, refurbishing their content, refining their headings, and enhancing internal linkage.
Adopting a more natural outlook for the backlink profile.
The site possessed several backlinks that breached Google's standards. We disavowed those lacking value and harming the website while planning a long-term, ethically sound strategy. organic link-building velocity.
Created measurable KPI’s
Our target was regaining the lost traffic so that within six months, the site returned to its prior level of 7,000 monthly visits.
The Strategy
Commencing in June 2023, the execution of our plan unfolded in four nuanced stages:
- Immediate technical fixes of the website
- Create a new website architecture based on a Semantic SEO approach
- Execute a
mid-long term SEO tasks
that consists of:
- Improving the EEAT of the website
- Internal link optimisation
- Periodic updates to maintain primary page relevance.
- Integrating invigorating content to bolster site authority.
- A link-building approach tailored to matching geographical and topical relevance.
- Recurrent Digital PR Campaigns Crafting an organic anchor text distribution.
- Enhancing conversion rates to maximize financial gain expected.
- Prepare the website Aligning with current and future Google algorithm adjustments .
The Process and Results
While improvements necessitate time, search engines may take weeks to exhibit changes in search results.
Short Term
In a mere span of three months, Google started registering the implemented changes, leading to a 91% surge in organic traffic .
Throughout these months, we proposed several advancements in technical SEO and aspects of User Interface & User Experience (as part of our Conversion Rate Enhancement Service which were made not solely for the New Zealand part but for the site as a whole.
In terms of link-building, we advised that funneling all new links solely to the New Zealand segment would appear artificial, thus recommending that some links and PR initiatives target the parent domain for a natural link acquisition strategy .
Following that, we showcased our findings on New Zealand's data to the client, suggesting a universal content pace across other key markets. Consequently, we started deploying a comparable strategy from October 2023 in additional areas like Canada, Japan, and the UK.
Mid Term
After six months of unceasing progression, traffic in New Zealand rocketed fourfold , surpassing even the most optimistic outlooks.
Moreover, the enhancements not only increased on-site engagement and authority but also positively altered Google's view of the site’s overall scope, yielding extensive gains in both rankings and traffic. white hat link building strategies Within nine months, the New Zealand section saw its visitor numbers increase by over 400% compared to the earlier timeframe.
The regions we engaged with near the year's conclusion also began to flourish, including Japan, where traffic skyrocketed by more than 500% in six months.
Long Term
In addition, the entire website's visitor count has quadrupled since our collaboration began, with the count of top-three ranking keywords swelling from under 600 to 3,200.
Overall traffic growth for the entire site over the past nine months.
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