Case Studies
IT Management & Cloud Services Case Study
Summary
Website Background: IT management and cloud based services catering to financial, legal and public sector industries.
Main Objective: Recover organic traffic and keyword visibility after a plateaued performance.
Results: Increased monthly search traffic by 120.32% from 3,539 to 7,797 and keyword visibility within top 10 positions of Google by 218% from 150 to 477.
The Case Study
The Objective: Having been a trusted supplier for over 15 years, Ntiva had a solid SEO foundation but performance had plateaued and traffic wasn't growing.
The Website: IT management and cloud based services catering to financial, legal and public sector industries.
The Challenge
- Improve site structure & clean up index
- Rebalance backlink profile
- Identify new keyword opportunities
- Create a more robust content strategy
The Strategy
Site Restructuring
Having a well structured website that's not just easy for users, but also for search engines to navigate is crucial in improving SEO performance. Likewise, making sure that the correct pages are being discovered and indexed by Google is key. We had to restructure the organisation of the pages whilst removing unwanted pages from appearing in the search results pages.
Backlink Profile Rebalancing
Although the client's backlink profile and link authority already had a solid foundation when they joined, our team carried out a thorough backlink review to analyse and identify any potentially harmful, low-value links. We found several of these spammy domains linking towards the client's website with keyword-rich anchors. We rebalanced the link profile by securing branded, URL-based backlinks on niche-relevant websites.
Advanced Keyword Research
Keyword research is a vital component of any SEO strategy, but it was even more so for this client. The site's visibility was plateauing for quite a while with very little growth in organic traffic too. Our team carried out a comprehensive keyword research with the aim of identifying search terms with low competition but high yield for the client to create new content around. We also leveraged the competition by highlighting keyword opportunities that our client's competitors were ranking for, but the client wasn't.
Content Strategy
Our team devised a robust content strategy and plan to target the new keyword opportunities. Apart from optimizing the existing content on the site's core landing pages,for existing keywords, we also created supporting blog content to help target long tail keywords. To build more topical authority and send relevance signals to Google, we created long-form pillar content that showed the client's expertise within their field.
The Results
Increased monthly search traffic by 120.32% from 3,539 to 7,797.
Increased keyword visibility within the top 10 positions of Google by 218% from 150 to 477.
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