Strategic SEO: Organic traffic goes up by 701%
A not for profit NGO that conducts Olympiads had a site done in HTML and Flash. Site did not have any measurement system, any information (IA) and navigation architecture (NA) in place. A comprehensive site audit revealed tons of problems like broken links, isolated content island not visible to search engines etc. We proposed content management system, designed the new information and navigation architecture and worked on the content and engagement strategy. The new implementation resulted in 700% more organic traffic. Scroll down to read the detailed case study.
Profile
Client: A Not for profit NGO
Service: Conducts Olympiad exams
Traffic Stats
Estimated total traffic (2009)
175,000+
Organic traffic in 2010
324,000+
Bounce rate in 2010
30.56%
Avg visit duration in 2010
00:04:49
Results
Organic traffic up by 701.37%
Avg visit duration up by 25.46%
Pages per visit up by 7.53%
Before
A not for profit NGO has a site done from a design studio with a lot of sound and visual effects. The objective of the site was to maximize the spread and reach of the fantastic work they were doing. The site was done in HTML and Flash. There was no measurement system like Google Analytics in place. We checked the AWStats on the server which gave us a little idea about the traffic. We found that the site was received around 175,000 visits (not visitors) in 2009. There was no information architecture and navigation architecture nor there was any content or visitor engagement strategy in place. A deeper and comprehensive audit revealed that:
- Site had HTML pages on the server that were not appearing on search engines.
- There were a lot of orphan pages and broken links.
- Sub-Sections of pages were visually in-coherent with the main sections as no templating system was used.
- Images sizes were not optimized.
- Site was completely flunking even the basic SEO optimization principles and guidelines
What we improved
We researched to understand that what is it that our target audience is looking for. We carefully categorized the keywords and implemented the principles of Latent Semantic Indexing (LSI) without compromising on usability and user experience. This helped us define the content strategy and some tactical use of navigation architecture for keeping the visitors engaged and inducing them to spend more time on site and view more pages per visit. We then proposed and implemented it in a Content Management System (CMS). Backed by a solid information architecture and navigation architecture, the results started showing. in the first year 2010 the site received 324,000 visits.
After
We checked the stats again at the end of 2013 it is still continuing to improve further. In 2013, we received 43,000,000+ visits. Which included 2,599,588 Organic visits.
The visitors are better engaged and the engagement stats have improved significantly. The time on site increased by 25% and pages per visit increased by 7.5%
