+95%

ORGANIC TRAFFIC SESSIONS

2 weeks after launching, the website could enjoy a significant increase in overall organic traffic (source: Matomo)

+273%

ORGANIC CLICKS ON RECIPES

During the same period, keywords related to “recipes” witnessed impressive growth, with up to +300% impressions and +273% clicks (source: Google Search Console)

Project Background

The WAG platform, launched by WWF-France in 2018 as a mobile application, offers eco-friendly actions, cooking recipes, tutorials, and quizzes to those who seek to make a positive impact but are unsure of where to start.

Challenges

• Non-indexable Content: The application’s content wasn’t indexable by search engine robots, limiting organic traffic potential.
• Content Sharing: Users without the app faced difficulty accessing shared content on social media platforms.
• Overloaded Content: Users reported content overload within the application, leading to navigation challenges.

Solution

A three-phase approach was taken to address these challenges

• Website Creation: Developing a media-rich, eco-conceptualized website using WordPress, guided by the Green It association’s eco-design principles.
• Application Optimization: Improving the mobile app’s user experience.
• Website Optimization: Enhancing user journeys and SEO performance.

Project Execution

The website’s eco-design followed best practices, minimizing page resources to improve loading times, thus enhancing SEO performance. Pages, skillfully crafted by Yves Saint Lary, were designed to be visually dynamic while maintaining minimal image usage, resulting in improved loading times.

SEO Implementation

• Keyword Identification: Identifying relevant keywords for improved search visibility.
• Title and Meta Description Optimization: Optimizing titles and meta descriptions for increased click-through rates.
• Introduction Paragraphs: Adding introductory paragraphs to enhance content context.
• Structured Data Integration: Incorporating microdata for enriched search results.
• Internal Linking Automation: Implementing thematic internal linking blocks to enhance user navigation.
• Conversion Tracking: Setting up conversion tracking using Matomo and Google Analytics.

Results Achieved

Within two weeks of implementation, notable improvements were observed:

• +95% Organic Traffic: A significant increase in overall organic traffic.
• Rich Results: Rich results, including “how to” and recipe-related rich results, started appearing.
• Keyword Impressions and Clicks: Keywords related to “recipes” witnessed impressive growth, with up to +300% impressions and +273% clicks.
• Additional Themes: Keywords related to supplementary themes such as “vege,” “vegan,” and “ecolo” exhibited between +365% and +590% impressions, and between +300% and +800% clicks.

This collaboration not only amplified the online presence of WAG but also contributed to the broader mission of introducing eco-friendly practices into daily routines. To know more, read as well the excellent recap written by Yves in French, Déploiement du média web d’un coach écolo We Act for Good (WAG) or check the video below.

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220%

YOY organic traffic growth

Average organic traffic growth within the first couple of months after the first SEO implementation.

83

Number of positions by which the ranking on the main targeted keyword improved

The website’s global ranking, comprising a list of 25 keywords, increased on average by 40 positions.

80%

keywords ranking

During the first ranking analysis, before implementing the new SEO strategy, only 14 keywords were ranking somewhere in the first 100th positions on Google. The new version almost doubled up (+80%) the number of keywords tested on which prospects can now find the website.

Context

The client, Groupe Routage, is a mailing house offering a wide range of services from design and printing to mail distribution, including emailing and order preparation for e-commerce businesses. They used to have different websites for each main branch of their activity but decided later on to simplify the strategy and group everything under one brand, therefore, one domain name.

Scope of the mission

The scope included an audit of the main website and recommendations that would be integrated to the brand new version they would launch in the summer.

However, the focus couldn’t be only on the most recent domain if we wanted to make the most of all their existing resources: older domain names with loads of content known and served by Google.

SEO strategy

The SEO strategy relied heavily on content segmentation, internal linking, classic on-page optimisations and 301 redirect management to avoid all waste of resources and visibility on search engines.

This SEO action plan allowed us to enjoy the following benefits:

• The juice and SEO potential of the outdated websites which were doomed to perish (the organic traffic was drastically decreasing constantly) was redirected to boost the main domain;
• The content has been enriched to better present the services and sub-categories of services;
• Guidelines were established as well in order to maximise the connections between the secondary type of content (blog posts, customers testimonials and case studies) and the key pages;
• All the above actions led to grow the number of pages indexed by +343%, a higher ranking (40 positions higher on average for each keyword of the analysis) on a broader set of keywords (+80%), which ultimately produced a +220% increase of the organic traffic in the following couple of months following the SEO intervention;

214%

YOY ORGANIC TRAFFIC GROWTH

Average organic traffic growth within the first sixth months after the first SEO implementation. The growth is sustainable because of the business seasonality and thanks to the transfer skills which allowed the clients to take over.

31,40%

YOY QUARTERLY REVENUE GROWTH

Revenue growth in the first quarter of 2019 compared to the previous year. The SEO was implemented the quarter before. The website was ready for the wedding high-season.

Context

The client launched a website promoting his catering service in February 2018. He addresses the B2C market and has a regional reach. It’s a young and very local business with limited resources but, together with his wife, they’re willing to roll up their sleeves and participate as much as possible. It’s the best foundation to establish a partnership. We collaborated for a trimester to kick start the SEO trafic and set up a few online marketing guidelines that would allow the client to be more autonomous in the future. SEO-wise, the clients have bought a nice domain name but it’s brand new. Besides, the clients are feeding the blog at a high cadency. They don’t have a journalism nor a literature background but this doesn’t prevent them from going full speed on the content strategy.

Scope of the mission

The scope was pretty broad as I wanted to do as much skill transfer as possible, in order to get the best results. SEO, social media and email marketing were part of the overall strategy. A list of tasks and inspirations that the client could undertake was created, and I implemented the missions I considered the most sensitive. By delegating and giving feedback as much as I could, the client got a hands-on experience of some SEO and SoMe best practices.

SEO strategy

The SEO strategy relied on 4 pillars that are described below: optimisation of the content, improvement of Google My Business account and their local SEO and development of the internal linking.

Basic SEO on the existing pages: The whole website enjoyed a SEO friendly pampering, targeting the all the main HTML tags.

Local SEO: The Google My Business account was optimised (more categories, longer descriptions, renaming of the business, more pictures) and the client was encouraged to try out different features as well as reply to every customer feedback (reviews or ratings on Google Maps).

Internal linking: Most of the work was done in the blog section. Categories and tags were cleaned up and new rules were defined to avoid redundancy or empty/low-quality lists.

Inbound marketing: The business is very much event-oriented. Therefore, landing pages dedicated to each main type of event were created to attract a specific target groups and collect qualified leads. They are included in a more complex cluster of contents that are developed on the blog section or on the “portfolio” pages.

Social media strategy

For that aspect of the mission, the clients received SoMe guidelines in the form of Trello tasks encouraging them to invest their time on 2 channels (Youtube and Instagram), to benchmark their competitors, and to interact with and contact influencers.

Email marketing

Among the deliverables, the clients were also provided with a list of ideas of email campaigns they could set up together with recommended emailing marketing tools and instructions regarding the customer data they should collect.

100%

YOY MONTHLY ORGANIC TRAFFIC GROWTH

40%

YOY QUARTERLY TRANSACTION GROWTH

30%

YOY QUARTERLY REVENUE GROWTH

Context

The client is a worldwide brand of car and vans rental. In France, the client has a dedicated website for the car rentals and another one for the vans and trucks rental. The target of the latter entails both professionals needing a vehicle for their business, and individuals mainly to organise a moving. The high season starts in spring and last until the end of summer, with micro seasonal peaks after that.

The domain name is only 3 years old and SEO has never been at the core of its digital strategy.

Scope of the mission

An audit and a complete action plan were prepared during the 1st trimester; Then, we followed the technical implementation of the SEO strategy by another team, observed regularly the performances and added one batch of intervention after the 2nd trimester. Monthly reports were also delivered to the client and the technical team.

SEO strategy

In order to get the website’s potential flourish, whereas it was mainly based on an internal search engine (a type of content which is very much SEO unfriendly), the content strategy and its structure had to be completely redesigned so as to provide to the Google bot a nice and rich material to crawl in. Along with the classic SEO that needed to be done on the existing pages, many new lists of vehicles were created. In addition, the website is also now welcoming a cluster of pages evolving around the moving topic, together with a calculator tool, which is meant to meet the end users’ needs.

As a result, we gave Google +51% of content to chew on while we increased the internal linking, to lead the bot to this new content.

+268.39%

organic traffic growth in 4 months

+733%

visibility on the top 3

+45,4

positions gained on average

Context

The CIPsy center started as a way to offer workshops on the evolving and innovative research being carried out in behavioral health. The center serves a small group of professionals, psychologists, and psychiatrists, and is based in Paris where they have previously offered in-person sessions. Since the pandemic, the center has had the opportunity to connect with more clientele by offering online workshops, though they were not easily accessible for interested users to find them online.

Challenges

The CIPsy training center was difficult to find online, even for people who knew them and had previously taken courses with them, so they were definitely losing out on connecting with potential new clients who may be searching for trainings and professional development. CIPsy’s founder, Benoit Henaut, recognized the importance of being easily accessible on Google, but was unsure how to attain this. Though the center was offering dynamic courses with well-renowned teachers, through some first step analysis I discovered their website had several issues with the main headings used throughout the website not containing needed keywords, and a lack of appropriate keywords in general that made the website inaccessible for most organic traffic. I found another issue that was decreasing CIPsy’s visibility on Google was a lack of a menu to organize the trainings in an easily searchable fashion. I also discovered a tiered breadcrumb on the website that had been set up incorrectly and was missing layers of the architecture of the website, therefore rendering it unhelpful in driving traffic..

Some Starting Points for Discovery

• Feedback from current clients who could not locate CIPsy on Google
• ~100 organic users per month before intervention.
• Based on 40 keywords, the website ranked top 3 on only 3 keywords.

Results

With the SEO marketing approach, CIPsy is seeing empowering outcomes:

• Based on the created list of 40 keywords, the website now ranks in the top 3 on 22 keywords (+733% visibility on the top 3), and on the 1st page on 26 keywords (+236% visibility on the top 10)
• The average position of the website is now 6.2 on Google (on all the 40 keywords): +45,4 positions gained on average.
• These results led to an increase of +268.39% of organic traffic from mid-June until mid-October.

Let’s talk about your online marketing strategy

You don’t need extravagant resources to reach interesting results, relevant for the size of your organisation. The most important thing is probably your involvement in the project. If you want to collaborate with me, drop me a line.