insider logo

400% Increase in Organic Traffic

August, 2017

1. The Brief

Insider is an event ticketing company run by OML, and they have events listed in more than 13 Cities across India, including all the major cities like Mumbai, Delhi, Kolkata & Bangalore

They have events listed in almost all categories like comedy, food, music, travel etc.

During mid-2016, we went to the meeting with Insider for SEO consulting. The meeting went great & while coming back, we started to build a campaign in the cab itself.

2. The Build

We use a different SEO strategy for each of our clients because every niche is different. Our SEO campaign started with an initial detailed audit.

SEO Audit:

In the detailed SEO audit done by our team, we found that most of the issues were related to the technical part of SEO.

Technical issues that were hurting their overall SEO:

  • Slow website loading speed
  • Distracting elements
  • 404 pages (only bad if they have link equity)
  • Broken links
  • Redirect chains
  • Thin content
  • Ineffective internal linking

Indexing

We started with Indexing issue in Google. As an event ticketing website, it gets updated daily/weekly with new events & the events which were getting over by the time were stacking up in the Google Index.
We redirected all the URLs which were giving errors in GWT(Google Search Console).

Insider

As a result of this the Server errors started decreasing GSC.

NH7 merge

The other issue with indexing was their NH7 website which was merged with Insider, but it was not 301 redirected properly and there were more than 12000 pages of NH7 indexed in Google, which was giving 404 Error.

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We redirected all the URLs properly, to the destination URLs.

Keyword Research:

Our client’s focus was clear, he wanted to rank for most of the event related keywords & for relevant genres. We scraped more than 50 relevant Keywords for them across all the cities.

Some of the competitive keywords include “Events in Mumbai” with a search volume of 4400.

Website Revamp:

The new structure of the website was on test server until December & went live in January.

It has been designed in a way to minimise the user effort and to improve the overall user experience.

While it was on the test server we did a soft launch on all the Social Media channels, and the response from our users was amazing.

For tracking the website performance we created a new property in Google Analytics and found that the average time user spends on the website had increased and the bounce rate was decreasing.

We did take initial reviews, except some minor issues, (which were resolved) the website performed great.

Competitor Analysis:

We updated our Competitor Analysis sheet every month and compared the data to see whether we had improved or not. Our Analysis includes:

Moz
  • Domain Authority

  • Page Authority

  • Root Domains

  • Total Links

Majestic
  • Trust Flow

  • Citation Flow

  • Referring Domains

  • Page Speed Improvement

Increase in the Authority of the website:

August 2016 -


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October 2017

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Content Optimisation:

We created a detailed strategy for our client’s content optimisation.

Weekly schedule of what will go on the website according to the genres. Promote them & get mentions/backlinks.

9 MAIN LEVERS OF OUR CONTENT STRATEGY
  1. Purpose
  2. Buyer Personas
  3. Competition
  4. Keywords
  5. Distribution Platforms
  6. Promotion
  7. People
  8. Frequency
  9. Metrics

3. Numbers

Yes, you read it right. We have ranked this website from the 18th position to the 4th position, for a very competitive keyword, outranking websites with very good metrics and with no email outreaches, PR, broken links etc.

It is not that we didn’t have a link building strategy but because we focused more on the technical SEO part, which we knew will Increase our organic traffic. As mentioned earlier we create unique SEO strategies for each of our clients & then focus on which part needs more attention.

P.S: Yes we got very good link juice from the 301 redirect from the NH7 website.

400% Increase in Organic Traffic:

In comparison from the day we started to the last year period the organic traffic has been increased by 413%. This is totally achieved by improving overall user experience and doing the Technical SEO right.

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