Our client is one of the leading insights firms for digital transformation leaders. They offer curated insights and inspiration designed to help retailers jumpstart, accelerate and sustain growth. They offer exclusive benchmarks, perspectives and research on 65+ retail clients.
The client has been creating research reports and content and publishing on their website. They needed to do a Strategic SEO audit to understand the current state of their inbound marketing efforts and to get the right insights to make the necessary interventions. They also needed to align their marketing teams to a strategic SEO strategy.
We understood the need for a structured and deep SEO audit and clean-up. There was also a need to have a strategic approach to SEO execution. We followed an outcome-driven process that included:
We reviewed all the pages in the back-end and cleaned up the tags, url slugs and page structure.
The GA4 set up needed to be tweaked to ensure proper event tagging and tracking. There were gaps in the earlier setup.
We examined SEO keywords and strategies followed by key competitors. We then worked with the in-house marketing team to align our strategies and tactics to achieve key business objectives.
As an ongoing effort, we are working with the in-house content team to follow SEO best practices in structure and content creation. We also strategize on keywords, content formats, and emerging trends.
On starting the partnership, we discussed a three-tier incentive structure with the client. We set ourselves aggressive targets with very clear deliverables from both sides.
The first quarter was about getting everything in place and establishing a baseline. In the second quarter, we worked towards achieving the key business objectives and measuring success against that.
By the end of the second quarter, the organic traffic had increased by 34% and the organic conversions by 219.8% over the previous quarter. This was achieved despite challenges faced by the client in timely content creation and publishing.
Over the next year, we are planning several initiatives that will help sustain these metrics.
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