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Services: SEO, Growth Consulting.

How We Increased Search Traffic by 865% in 12 Months with Content Alone

EP ADVISORY CASE STUDY
+865%
Organic Traffic
+764%
more Leads
by Dennis Lazard · Written June 10, 2023 · Updated December 19, 2023
+275%
Online Revenue

About The Brand

The key idea behind EP Advisory is to help expats find roles in companies where they feel they truly belong. Comprising a team of experts in the digital employment HR space, the company seeks to reduce the gap between expats and companies and open up exciting career opportunities for talented individuals on an international scale.Our client founded EP Advisory to change the market. With their extensive experience in recruitment, the founders wanted to offer bright, driven professionals the opportunity to realize their career ambitions. With its experts distributed all over the world, including the UK, Spain, Germany, the Netherlands, and Eastern Europe, EP Advisory is a remote team of ​​career advisors, marketers, and HR professionals.

The Challenges
Our research identified the following areas for improvement:

  1. Issues with website migration

    The website was being migrated from one template CMS SquareSpace to a custom WordPress.

  2. Negatively impacted website pages

    There were over 835 job alert pages that negatively affected the main 200 pages.

  3. Low levels of organic traffic

    Based on Google Analytics results, the brand required a full SEO traffic audit to identify less competitive topics that could attract organic traffic.

  4. Poor ranking on search engine results pages

    The website needed a 12-month SEO content production plan in order to start appearing at the top of search engine results pages, and for the team to spend less time on SEO research

  5. Poor sales conversion rate from organic traffic

    The product pages needed to be fully optimized for conversion (CRO) in order to boost conversion rates from organic traffic into sales.

  6. Unstrategic approach to social media

    The brand needed accurate guidelines for YouTube and Instagram to promote their videos, posts, and shorts in order to become viral.

Strategic Approach
With the issues identified and the goals clarified, we developed a strategy comprising of the following steps:

  • 1

    Step 1: Website migration without losing key SEO positions

    We started by organizing a smooth migration from an existing CMS to another one to improve website loading times while ensuring the site didn’t lose its existing SEO positions. In addition, we changed the layout of on-page titles and successfully integrated site markup.
  • 2

    Step 2: Elegant Solution for Job Pages

    We developed an innovative solution for the brand’s job pages which involved creating a subdomain, “jobs.ep-advisory.com”. This allowed pages to remain in the index and attract organic traffic without impacting the product or blog pages.
  • 3

    Step 3: Detailed SEO Traffic Research Package

    We developed a full SEO traffic research package consisting of keyword research, keyword grouping, and a competitor analysis. In addition, we created a personalized SEO strategy for the client which included assistance with sales, specs, costs, and ROI.
  • 4

    Step 4: Content Creation with 20+ Big Topics

    We identified and prioritized 20+ big topics for SEO improvements based on the ROI and the brand’s key competitors while also working on E-E-A-T factors to build the brand’s reputation and develop user trust.
  • 5

    Step 5: Going Viral on Social Media

    We crafted standard operating procedures for the creation of YouTube video titles and descriptions and Instagram posts in order to achieve viral social traffic on both platforms.
  • 6

    Step 6: CRO of the Product Page

    We applied conversion rate optimization tactics to the company’s product page in accordance with Google's Lead Generation UX Playbook.

The Results:

Result 1: Organic traffic increased by +865% in 12 Months

Once all the changes were implemented, we recorded an increase in organic traffic from 17K clicks to 147K clicks in 12 months.

Result 2: Leads increased by +764%

The increase in traffic impacted the number of leads visiting the website by +764%, rising from 101 to 873.

Result 3: Ready-to-use €2.2M+ Annual Revenue SEO Strategy

Considering the desired outcomes and existing positions, the SEO strategy and content creation package we created enabled the website to reach a considerably higher position on search engine results pages. As a result of this, conversions for the brand from both SEO and direct traffic increased by 98%.

Result 4: Conversion Rate Increased by +35%

The SEO strategy we implemented made SEO the biggest traffic source for assisted and last-click conversions (41%). This resulted in an overall increased CVR of +35%, from 1.12% to 1.51%.
"We are currently working on SEO with Dennis and his team to push the business to the new £2M revenue level. Everything — from SEO audit and keyword research to website Implementation and daily communication, has been professional, effective and very clear. We are already seeing great results!"
Elizaveta Morjan (ep-advisory.com)
CEO & Founder at EP Advisory™
“​​I can't speak highly enough about ESA team! They have transformed my website from a store that functioned fairly well, to a fully optimised platform which performs better and generates significantly more income through substantially better sales conversions. We have a plan to continue building on the fantastic 7-figure revenue growth we’ve already achieved this year, and I have no doubt that with ESA team on side we will accomplish all this and more.”
Hanna Sillitoe (www.hannasillitoe.com)
Skin Healing Expert, BBC Dragons’ Den Brand
ESA team combine both a creative and data-driven approach in performance marketing, testing around 10 hypotheses per week for acquisition, engagement and retention. Their work on developing and executing a product growth strategy for the UK and US markets has led to a 68% increase in our number of monthly clients and $1.3M raised in Oct 2019 based on our growth metrics with ESA.”
Roman Grigoriev (www.splento.com)
CEO at Splento (fundraised $1.3M)
"ESA Agency are SEO and PPC team of our Spain and Portugal eCommerce shops. They created our new websites from the ground up, improving UX usability by 4x times. The result? Double the online visibility of our brand and an increase in our online revenue of 150%. We couldn’t be happier! It’s a perfect partnership."
Ilya Adamsky (www.sleep8.es / www.sleep8.pt)
CEO at Askona Europe (Brand Sleep.8)
ESA team had outperformed my expectations working with one of our main SEO clients. They delivered X2-times organic traffic growth for 12 client’s websites, working with technical, content and link-building SEO optimisation in Google, website structure, navigation, technical code and conversion rate optimisation.”
Maria Kristalinskaya (www.bbdo.com)
Head of Retail Media at eBay (GE), Techstars Startup Mentor, ex-BBDO
“I met Dennis and his Google team, when they pitched their startup Smartsub. We accepted them to our accelerator program in 2017, Batch 9 and they successfully passed through it. Within a short period of time they managed to develop MVP of their product, design and implement go-to-market strategy launching the product on the US market. Their broad digital business experience and data-driven approach allowed them to make things done.”
Cristobal Alonso (www.startupwiseguys.com)
CEO at SWG (funded Smartsub in 2017)
“ESA team with their Google Ads skills, growth mindset and natural ability to mentoring are able to bring a lot of value to startup ecosystem with so many tech companies in their growth stage and businesses struggling with Google online advertising.”
Monika Synoradzka (www.hugething.vc)
CEO at HugeThing (funded Smartsub, 2019)
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