Case Studies
Gaming Directory Case Study
Summary
Website Background: Online games directory
Main Objective: Improve visibility for key games-related search terms and build the site's overall authority with backlinks.
Results: Organic traffic grew by 1,330% from 4.6k to 67k sessions/month in just over 6 months.
The Case Study
The Objective: Improve visibility for key games-related search terms and build the site's overall authority with backlinks.
The Website: Online games directory
The Challenge
- Poor website structure impacted user experience
- Lack of internal linking between key landing pages
- Lack of unique and interesting content on category pages
- Domain and landing pages required an authority boost in order to compete with top ranking results
The Strategy
Building An SEO-Friendly Site Structure
A clear website structure allows users to seamlessly browse through different categories and find exactly what they're looking for within a few clicks. Pages on the client's site were randomly grouped together, resulting in many visitors leaving the site due to the poor experience. We created new category pages that grouped pages with relevant and similar content together, significantly improving the site's architecture and therefore allowing not only for better user experience but also easier crawling and indexing of the pages.
Internal Linking Strategy
Having developed the new site structure, we needed to implement internal links between the category pages for improved accessibility and navigation. When adding internal links, we made sure that the pages being linked to were relevant so that users could find similar games to the ones that they were already looking at. Internal links are helpful for users, as they allow them to better navigate the website. They also help Google understand the relationship between pages on the site and encourage crawlability.
User-First Content Strategy
Grouping relevant pages with each other was one part of the strategy, but we also had to create quality content for these pages in order for them to be able to rank for relevant keywords. Before creating content, we identified which keywords would be most beneficial to target and analysed the top ranking competing pages by noting what kind of content they had included. This analysis formed the content plan for each category page which included optimised page titles, Hl headings, URLs and meta descriptions. We added a paragraph at the top of each page to clearly describe what users could expect to find on the page. This helped align our content with the search intent of the user.
Blogger Outreach Strategy
Internal linking helped Google discover the newly created category pages, but to build authority and boost rankability, we built topically relevant backlinks through blogger outreach. We reverse-engineered the client's competitors' backlink profile to create a prospect list of websites that were linking to them, but not our client. In order to scale the strategy, we used Al to help create bespoke outreach pitches that encouraged these prospective websites to link to the client.
The Results
In just over six months, the site's monthly organic traffic increased from 4,686 toi 67,052 sessions: an increase of 1,331%.
The number of conversions tracked increased from 26,560 to 474,241 - an increase of 1.685%.
The site ranks for an all time high of 16,942 keywords within the top 100 positions.
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