Multiplying Organic Traffic for More Conversions and Leads

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Keen Ltd.
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Atlantis diving centre advertisement showing diver in the sea

Discover the whole process behind a successful search engine strategy aimed for a multi-lingual website.

The following case study outlines the step by step process the Keen SEO team used to successfully build up organic traffic for a multilingual website – without using any tricks or hacks.

The work resulted in the following achievements:

  • SEO Case Study: 13,400 more organic visitors in 11 Months
  • Conversion has gone up from 1.83% to 3.51%
  • Leads increased by a staggering 204%
  • New visitors increased by 63%
  • Organic Traffic to the website increased by 139%

Context

Atlantis Gozo was established in 1993 and they are a leading diving center in the country.  They approached Keen in September 2016 to re-design the whole website, making it multilingual and adding new content.

The owners have invested heavily in top-notch diving equipment and had spent a good amount of money in the website re-design, however, it wasn’t getting a lot of traffic.

They knew they had a great product they can sell, and were looking for ways to get in front of more prospects and grow their business. This case study focuses on how Atlantis Gozo acquired more traffic that ultimately resulted in more bookings.

Step #1 Keyword Research and Competitive Analysis

Keyword research is the foundation of every good SEO strategy. Finding the right buyer intent keywords can benefit a business immensely.  In this task, one has to find out how people are finding the competitors and what are they typing in Google.

Step #2 Level Up Your Site!  The importance of a website audit for SEO success

The SEO team performed an in-depth website audit on the client’s website. A website audit is a full analysis of everything related to the client’s website. This is done using the tool website auditor, to dig deeper through the entire site, just like search engine bots crawl the entire site.

At the website audit stage, the Keen team reviewed over 20 different on-page ranking factors, including:

  • Fixing broken links
  • Improving the website structure
  • Optimizing the website content
  • Improving website speed
  • Indexation management
  • Improving or deleting any pages which have little to no value for visitors or which have been indexed by Google due to low quality score.

Step #3 On-Page Optimization

On-Page SEO is probably one of the most overlooked ranking techniques. For many Search Engine Optimization professionals, placing the main keywords in the title, description content, and H tags is all there is to on-page SEO.

Here is a list of elements that Keen focused on:

  1. User Intent
  2. Optimizing Titles and Descriptions.
  3. Content Optimization
  4. Internal Linking
  5. Optimizing Image Alt Tags
  6. Copywriting
  7. Duplicate Content Issues

Step #4 Link Building

Link Building still remains one of the major ranking factors.  A lot of proprietary data that can prove this.  According to a case study by Semrush, total referring domains is one of the top five ranking factors. All things being equal, link building remains the go-to strategy for dominating one’s competitors.

Step #5 Content Promotion

Content promotion is something that Keen has been focusing on more and more lately. Basically, content (most of which is created and published in-house) is shared across different online platforms. Creating great, in-depth content costs money, and in order to get the maximum return on investment, content promotion efforts (getting the word out) should be a strategy every marketing agency should implement.