KiwiSearches Case Study (SaaS)
I’ve increased several pages ranking’s and traffic on this website, but for this example, I’ll use this page. This is one of the main service pages on the website. I was able to increase the traffic by 6,566.67%
Explanation:
To achieve results like this, we must understand what the search engines are telling us.
Instead of blatently manipulating the search engine, I worked with the search engine based on data that I was receiving from it in order to make very informed decisions.
I used the data that I received from Googlebot to achieve the results that you see in this case study.
Based on what Google was telling me, I did a few things that lead to the enormous increase in traffic
and rankings:
- Understanding intent of the search
- Identifying competitor averages
- Add content to the page to match intent of what Google was ranking.
- On Page SEO (Title Tag optimizations, increase keyword density, break up content, add li tags, etc)
The Procedure
Understand intent of the search:
I identified the keyword that we wanted to for which was “People Search.” Once that keyword was identified, I typed it in on Google. I then looked at our competitors and noticed that most competitors in the top 10 rankings had long form content written on their pages. I took note of that and understood that this keyword had both an informational and transactional intent.
People wanted to use the service, but they also wanted information about the service. And because we had no information on our service, that’s why we were tanking in comparison to our competitors.
Identify top performing competitor averages:
I like to use the term, “if it ain’t broke, don’t fix it.” I was able to identify how long our competitors pages were on average that were ranking in the top 10 of the first results page on Google. I noticed that it was from 1,000-1,300. So I decided to add more. As a rule of thumb, I always like to add 30 percent more content than our competitors. This doesn’t only stand true for Words, but also videos, images, and so on.
Added content to make the intent of what Google was ranking:
I created written content based on the intent that I saw and understood. I wrote all 1,607 words on that page. I did not collaborate with our copy/content writers on that page. The content still lives on the page today and has ranked for not only our targeted keyword, but also for over 2000 lsi keywords (both insanely competitive keywords, and lower competition keywords) as of right now
Title Tag Optimization:
Our title tag for this page was extremely generic.. It was something like “Search For Anyone Today!”
There’s two things wrong with that title tag, number one, the targeted keyword is not in the title tag and number two, it doesn’t make me as a consumer want to click or check out how this can solve their problems. I understood this. I also understood we needed a way to stand out and make people actually WANT to use our service. I decided to change the title tag to: “People Search | Save Money, Search Free! 100% Guaranteed.”
The keyword we were targeting was “People Search” so I decided put it in the title tag, all the way to the left because that obviously, is a ranking factor and will help our organic presence. But I also thought about the end user.
Did they care about “People search”? Possibly, but what they cared about more was the ability to Save Money and Search for free! I also used power numbers/characteristics like
numbers. This increased the click through rate.
This combined with many of the site wide changes that I’ve made such as technical seo and link building, internal linking, category silos, and ux changes allowed the traffic on the website to skyrocket. They went from receiving about 4k organic visits per month to 31,768/month sitewide.
Disclaimer: I was no longer working on this project after October, so the decrease in traffic in March is unrelated to me.