Case Study: SEO + Conversion Optimisation
Boosting quality website traffic and conversions.
Client: Adage.com.au, Job Search, Australia.
Project: SEO / Social Media / Usability
“We’ve really noticed an ongoing and very substantial growth in new member registration conversions – you’ve blown the KPI’s out of the water! Great stuff. Thank you.”
– Heidi Holmes, Adage Pty Ltd. Read more testimonials here.
Background and Business Objectives
Adage needed more web traffic, more engagement from its target audience (Baby Boomers) in the form of more registrations from mature-age job seekers.
The site also needed search engine optimisation and the Home Page needed a design refresh to increase customer conversions.
- The site was NOT ranking on Google for top keywords
- It had LOW registrations [low conversions]
- Graphic design was confusing: visitors would click out confused about what the site was about
As part of our briefing session we agree to project performance KPIs: 15% or more increase across all major metrics.
Strategy, Actions, Solutions.
After an extensive project briefing session to align business objectives with a robust online strategy, keyword research was undertaken to ascertain which keywords had the most potential to not only capture the target audience, but to encourage conversion: these being the “killer keywords”.
All new SEO Copywriting was produced to boost rankings and also to engage Baby Boomers and recruiters. The Home Page was redesigned with a clearer message: “Mature Age Jobs”, and more powerful call-to-actions: “Register now – it’s FREE” and “Submit Resume”.
Existing social media channels (Facebook, Twitter and LinkedIn) were enhanced and their logos made more prominent on the Home Page and accompanying social sharing buttons were also installed. A social media strategy was created along with a new Facebook cover image and creation of quality social content to encourage conversation and community building around the brand.
Key Business Results – 30 days post-optimisation.
All agreed to project KPI’s were met and/or exceeded within 30 days of launch. (KPIs were established at 15% or more increase across all major metrics).
|Visitors from Organic Search increased by…||+54.42%|
|% Traffic from Organic Search increased by…||+26.84%|
|Absolute Unique Visitors increased by…||+16.20%|
|Overall Visits increased by…||+21.74%|
|Page Views per visit increased by…||+32.95%|
|New Member Registrations increased by…||+16.30%|
- Page One rankings sustained for over 12 months for top keywords: ‘mature age jobs’, ‘older workers’, ‘jobs for older workers’ amongst others.
- +16.30% overall increase in new member registrations (in first 30 days).
- +7,671.70% increase in traffic-to-website from Facebook social media optimisation (in first 30 days).
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