SEO Case Study

In this SEO case study I will outline how I increased my organic search traffic by 691% and sales leads by 900% in 12 months.

Increase in organic traffic, social traffic, total traffic and sales leads

A year ago this website received 173 visits per month from Google’s organic search results.

Last month there were 1370 organic visits.

I also increased my social traffic from 34 to 1154 visits and my total website from 537 to 3261 visits per month.

And finally I increased my total lead conversions by 1100%.

In other words I turned this traffic into enquiries and sales leads for my business.

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SEO traffic up 691%

Search traffic from Google’s organic search results have increased 691% over this time last year.

I invested a lot of time and money in keyword research, creating helpful content, earning links and promoting my page content.

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Social traffic up 3294%

Increasing social traffic was never part of my SEO plan.

My small investment in a social promotion solution helped me reach people in my industry who shared and visited my page content.

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Total traffic up 507%

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Sales leads up 1100%

I have been able to leverage this increased website traffic and convert visits into subscribers to my database and sell services.

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Strategy for increasing organic search traffic

I audited my website looking for issues and improvements.

Then using paid keyword research tools I identified what people are looking for and easy to rank opportunities.

Then I product content around these searches, typically as in depth guides, then promote the content.

Most pages have a call to action to subscribe to my mailing list and on a weekly basis I improve the page content and click through rates.

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Website Audit

The first part of a site audit consists of running the website through Screaming Frog to detect page title, description, duplication and page word count issues.

For larger website audits, I now use the Ahrefs site audit tool.

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Keyword Research

Doing keyword research provides the knowledge and reassurance I am choosing the right keywords and page topics before creating content for my website.

I use premium paid for research tool; avoiding free tools such as Google’s keyword planner.

Typically I look for top of the funnel keyword opportunities with high search volume and low keyword difficulty.

I also reverse engineer competitor pages by looking at where they rank, how many other keywords they rank for and their backlinks.

Tthe key to my organic search improvements has been creating page resources around these top of the funnel search queries.

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Content Frameworks and Creation

The majority of my pages are topics; designed to rank for hundreds of closely related search terms.

The pages on this website that generate the most organic traffic are a business ideas resource, a review of a content management system and a guide to planning a website for web professionals.

My audience is either those starting up in business or web professionals; designers, agencies, SEO and content managers.

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Link Building

I did 2 broken link building campaigns to help me earn authority links from relevant industry websites.

Next I moved onto social influencer link building.

For 5 months I promoted 20 blog posts resulting in 13,027 shares and 3257 clicks to my website.

This earned a mixed quality websites linking to my pages.

What I love about social influencer link building is that it requires no manual labour.

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Call to action

My web pages are long form guides and have a call to action button throughout each page.

This call to action encourage site visitors to subscribe to the offer on each page.

For example, if you visit my broken link building page you download my link building guide.

I keep the opt in form basic; enter your first name, and email address.

I use pop up forms and wait until people have read 75% of the page or wait 2 minutes before triggering the pop up opt in.

This respect for the user and the additional traffic has increased my leads and website conversion rate.

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On Page Improvements

Over the course of the last 12 months I have made weekly changes and on page SEO improvements.

I check the page click through rates and seek ways to improve the page titles and descriptions.

I review the page content to see if the page relevancy is weak or there’s additional content I need to add.

SEO 80/20 rule

Some of my content works well in the search engines and other page resources don’t perform as well.

Call it the 80/20 rule; 80% of my search traffic comes from 20% of my pages.

I reached my goal of 1000 organic visits per month 2 months ahead of time.

If I did not touch my website for the next 12 months the organic traffic would continue to grow.

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Scaling SEO effort

I chose to share my results and process because of a comment a client made recently.

When I search SEO case studies, no one has any results because they don’t know what they are doing”.

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Many SEO agencies are under non-disclosure agreements and don’t like to share results with competitors.

I believe I operate in a difficult and competitive market place.

There’s certain topics online that are simply too difficult for me to create content to get ranked for.

I have a scalable SEO strategy where I lead and drive SEO.

I have writers to create content upon proven content framework and the keyword research I undertake.

I have a team of web designers and developers who have created websites for me for 10 years.

I have link builders to do broken link building, round up link building and social influencer link building.

Finally, the equivalent advertising value of my organic traffic is around £33,600 per annum.

I’ve invested more than 336 hours or 28 hours per month in achieving these results.

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