95% Surge in Organic Traffic for WWF eco-guide
Enhancing SEO and User Experience of We Act for Good
Alongside the SEO expert Sandrine Dufour, I had the great pleasure of collaborating with a team of superstars, such as Arnaud Hiltzer from Hello Emotion & Yves Saint Lary, to enhance the SEO of the web version of WAG, an eco-coach in both mobile app and website formats, conceptualized by WWF-France.
ORGANIC TRAFFIC SESSIONS
2 weeks after launching, the website could enjoy a significant increase in overall organic traffic (source: Matomo)
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)
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.
- 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.
A three-phase approach was taken to address these challenges
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.
- 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.
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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