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SEO Case Study: How I Increased My Organic Traffic from 20 visits per day to 200 in 7 Days
January 24, 2023
7 minutes
We’ve all been there.Paid for an Search Engine Optimisation (SEO) audit and update, or even done it ourselves, making a silent promise to ourselves that we’ll keep on top of it.Alas, months and even years may pass without a thought for SEO improvements.It’s only when the traffic and conversions drop that we kick into gear.My first six months as an SEO specialist taught me a lot about how these campaigns work, and just how fundamental they are to the success of a website. Now, I have all kinds of case studies demonstrating the importance of SEO.For example, I recently made some on-page SEO changes to a website that hasn’t really been touched from an SEO perspective in over three years.The result of the changes I made was the daily visits surged from 20 to over 200—in just seven days.
While these results are not completely normal, I thought I would share with you the on-page SEO strategies I used to get these results.Now, keep in mind: this website is over six years old, had a good foundation of backlinks and already had over 80 pages of already written content to work with.In summary, here are the steps I conducted:
- Step #1 - Run a complete technical audit using Screaming Frog and Implement Fixes
- Step #2 - Add interesting media
- Step #3 - Update design of long-form content to resemble a landing page
- Step #4 - Fix Grammar and Spelling
- Step #5 - Update content with new data or additional paragraph
Step #1: Run a Complete Technical Audit Using Screaming Frog and Implement Fixes
Screaming Frog is a free crawling tool that helps you quickly identify SEO errors on your website.You can download a copy of Screaming Frog here - https://www.screamingfrog.co.uk/seo-spider/Once you’ve downloaded and installed your copy of Screaming Frog, enter your website “URL” and click “Start”. This will begin to crawl your website and produce a tonne of data for you to review.
When doing a basic SEO review we looked in the data for:
- Broken Links “Client Error (4xx)”;
- Excessive Redirect “Redirection (3xx)”;
- Missing or Duplicate:
- Page Titles;
- Meta Descriptions:
- H1 or H2; and
- Alt Text on Images.
Broken Links
When you have an older website, you’re bound to have some broken links. There’s a lot of debate around whether broken links effect your website’s ranking in Google. Google states that having a couple of broken links won’t effect your ranking, but the impact can be felt by visitors leaving your website. So for this reason, we think it is better to have no broken links on your website.Our review showed this website had: 8 broken links
Excessive Redirects
Redirects are “URL forwards” that webmasters put in place when the old URL of a web page is changed. It is pretty normal for your website to collect a few redirects overtime. Excessive redirects can cause your website to start loading slowly due to loading the redirect and the eventual target URL page.Our review showed this website had: 97 internal links point to redirects.
Missing or Duplicate: Page Titles, Meta Descriptions, H1 or H2 and Alt Text on Images
A common on-page SEO problem that websites experience is missing or duplicated page titles, meta descriptions, header tags or alt text.Our review showed this website was missing: 20 page titles, 37 meta descriptions, 12 H1, 3 H2 and 27 Alt Text.Note: our review also highlighted that there were not many images within our content.
Implement Fixes
With all of the errors we found above, we went ahead and corrected all of them.
Step #2: Add interesting media
Images can really help improve website ranking.But, images on your website must be interesting and informative to both website browsers and search engines.You should add at least three photos to every page and optimise the following elements to incorporate your target keywords:
- Alt Text;
- File Name; and
- Title Text.
For this website, we found some pages didn’t include any photos and others only had one image. So we went ahead and used a mix of unique photos we took and stock photos we bought. We optimised the filename, alt text and title text to the target keyword of each page.
Step #3: Update design of long-form content to resemble a landing page
The most popular page by website clicks is a mammoth 2,547-word guide to one of the products this business sells. However, the design was your typical inner page design with the generic header and then the black text on a white background.Example Generic Page Layout
Example: Well Designed Interesting Layout
Source: Elegant ThemesTo make the content much more interesting, easier to read and more similar to a home landing page we added:
- Different background colours for each block of content;
- Distinct headings and body text;
- Clear call to action buttons prompting the browser to make a phone call;
- Table of contents to make it easier to navigate to the newly formed sections;
- Well designed pricing tables; and
- An interactive FAQ section.
Overall, the page is now more visually appealing and has seen a spike in time spent on the page.
Step #4: Fix Grammar and Spelling
Whilst grammar and spelling are not exact ranking factors within Google, spelling mistakes and poor grammar can have a large impact on browser experience.As most of the content for this website had been tweaked and adjusted quite often over a 6 year period, some of the content had lost its ‘flow’ and ease of reading.So we went through and edited every single page to ensure that the key message of the content was clear, that it was easier for the browser to read and free from spelling and grammar errors.
Step 5#: Update Content with New Data or Additional Paragraphs
I went through each page to determine which were less than 600 words. Keep in mind, ‘600 words’ isn’t some sort of magical SEO content number, but I used this as a benchmark to help determine which web pages need a little more content.Once I had a list of pages that need more content, I did some quick keyword research for the topic of each article using the Chrome addon Keywords Everywhere.Keywords Everywhere (Chrome addon) - https://keywordseverywhere.com/.For example, if I had a page I wanted to rank for “SEO marketing Melbourne” I would type that into my Google search bar (when Keywords Everywhere is activated).
I would then check if any of the “Related Keywords” make sense as another paragraph (header and body text) within my content.From the “Related Keywords” I can see that Google relates my main keyword with:
- “Digital Marketing Agency Melbourne”
- “SEO Consult Melbourne”
- “SEO Experts Melbourne”
- “Local SEO Melbourne”
- “SEO Company Melbourne Australia”
Therefore, I might add a paragraph to my “SEO marketing Melbourne” page with the headline “How do I find a local SEO in Melbourne”. Add write 8-10 sentences on what local SEO is and how that can help businesses in Melbourne gain traffic.
What has the impact of the increased traffic been to the business?
The business has told me that they are now averaging over one new paying client (actual paying client not lead) per day which is helping them utilise their staff for more hours in the day.Read more about our Case Studies from past clients.If you think your business could benefit from an increase in organic traffic from search engines, feel free to give me a call and we can discuss an SEO strategy for your business.
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Who is Digital Treasury?
We're a Melbourne-based digital agency with extensive experience helping Australian businesses build stronger online presences. Our team specialises in web design, development, hosting and SEO services - everything you need to get found online and convert visitors into customers.
Over the years, we've worked across different platforms and industries, giving us the insight to know what actually works for businesses like yours. Whether you're starting from scratch or looking to improve your existing website, we focus on practical solutions that deliver real results for your business.
What types of businesses and industries do you work with?
We work with a wide range of Australian businesses, with particular expertise in healthcare, B2B services, SaaS companies, Registered Training Organisations (RTOs), professional services and e-commerce brands. Our team offers tailored SEO and web solutions that are customised to fit your industry, target audience and business goals.
Where is Digital Treasury located and do you work with businesses Australia-wide?
We are based in Melbourne but we work with clients throughout Australia. Our work is mostly done remotely by video conferencing and emails, which makes collaboration easier regardless of where your business may be based.
What services does Digital Treasury offer?
Our key services include Search Engine Optimisation (SEO), Website Design, Website Development, Website Maintenance and Website Hosting. They are provided either separately or combined, ensuring that we provide you with one reliable source to help establish your online presence for your business.
How do I get started with Digital Treasury?
Getting started is easy. Just contact us for an initial conversation about what you want, your budget and timeframe. We will talk to you about what you need, give advice about the best way forward and provide you with a detailed, upfront proposal.
What makes Digital Treasury different from other agencies?
We integrate our technical skills with honest communication and a strong emphasis on results that will benefit your company. Being a small team allows us to give you personal attention, upfront costs and all the support we would give to our own project.
Do you work with small businesses and startups?
Absolutely. Many of our clients are small businesses and startups looking to establish or improve their online presence. We will make suggestions based on your particular situation and budget needs, providing useful services at affordable prices.
How do you communicate with clients and report on progress?
We are convinced that clear communication should be maintained consistently during any of our projects. In accordance with the chosen service, you will be updated about your project through emails, meetings and detailed reports. We maintain constant contact with you, answering your queries along the way.
How does Digital Treasury structure its pricing?
We keep our pricing straightforward by providing a complete project quote rather than breaking it down into confusing line items. This approach gives you a clear understanding of exactly what you'll pay for the entire scope of work.
Every project is different, so costs depend on your specific requirements and the complexity involved. We'll assess your needs and provide transparent pricing that reflects the full value of what we'll deliver for your business.
Am I locked into a long-term contract?
We believe in earning your trust through quality work rather than tying you down with restrictive contracts. For specific projects like website builds, we'll provide you with a clear upfront quote so you know exactly what to expect.
Our ongoing services like website hosting, maintenance and search engine optimisation work a bit differently - we discuss these on a flexible arrangement basis that suits your business needs and budget.
Can you provide case studies or examples of previous work?
Yes, we can provide case studies and examples of our previous work. Potential clients frequently request these to see concrete evidence of our past successes. They want to understand how we’ve helped similar businesses achieve their goals through SEO and website development. Our case studies typically highlight our clients’ challenges, the strategies we implemented, and the measurable results we achieved, such as increased traffic and higher conversion rates. This builds trust and demonstrates our ability to deliver on our promises.
What types of SEO services do you offer?
We offer a comprehensive range of SEO services designed to boost your online visibility. Our core services include technical SEO fixes, on-page and content optimisation, local SEO for Melbourne businesses, thorough keyword research, detailed SEO audits, strategic link building, and ongoing performance tracking.
Can you guarantee first-page or number-one rankings?
No reputable SEO agency can guarantee specific rankings because search engines like Google use complex algorithms that change frequently. These changes are completely outside anyone's control. What we can promise is our commitment to using proven, white-hat strategies that give your website the best possible chance of ranking well.
Rather than making unrealistic promises, we focus on sustainable SEO practices that build long-term visibility and drive genuine business results. Our approach is about maximising your opportunities for success, not making guarantees that simply can't be kept.
Do you offer local SEO for businesses targeting specific areas?
Yes. Local SEO ensures that your business is found in location-specific search results and map results, making it perfect if you offer your products or services within specific suburbs or locations. We ensure that we optimise your Google Business Profile and your website content for local search.
Do you help with content optimisation?
Yes. Quality and relevant content plays a very important role in effective SEO optimisation. We can optimise your current webpages as well as provide you with some suggestions for creating content based on your keywords.
How much does SEO cost?
Pricing for SEO is determined based on your specific business goals, how competitive your industry is and the amount of work needed to achieve results. We will customise pricing plans depending on budgets while giving you a definite quote right from the start.
How do you decide which keywords to target?
We do extensive keyword research to know how your prospective clients search for information on the internet. After analysis of various parameters like search intent, relevancy, competition and commercial value, we shortlist keywords that resonate well with your products and services.
Do I need to change my website's content for SEO?
Yes, quite often. We recommend refreshing existing content frequently or creating new pieces that better match what your potential customers are actually searching for online. Of course, changes should be carefully implemented with regard to your company’s tone of voice.
What is the contract length for your SEO service?
We ensure that our SEO agreement remains flexible as opposed to being committed to long-term contracts. Even though SEO is most effective when conducted on a continuous basis, we do not mind discussing agreements that work for your benefit.
Is it necessary to hire an SEO agency or can I do SEO myself?
You can surely do basic SEO on your own and we are happy to point you in the right direction. However, SEO is very time-consuming and keeps changing frequently. Hiring an experienced SEO agency will ensure that you get more out of it without having to think about it anymore.
How does backlink building contribute to SEO success?
Backlinks are simply links to your website from another website. Search engines consider backlinks as an indication of credibility and authority. Our approach is to build links to your site through ethical and sustainable methods, building up the reputation of your website in the process.
What does your website design process look like?
We start by understanding your business goals and target audience to ensure your website truly connects with your customers. From there, we develop a web design strategy and create initial designs that we refine based on your feedback. Once you approve the designs, we go ahead to the development phase.
When should I consider redesigning my website?
A redesign is worth considering if your site looks outdated, performs poorly on mobile, loads slowly, is difficult to update or no longer reflects your brand. A modern, well-built website can improve user experience, credibility and your ability to attract customers.
Which CMS platforms do you build websites on?
We specialise in Webflow and WordPress, selecting the most suitable platform for you. WordPress allows for versatility, whereas Webflow gives you a sleek design with easy maintenance. We will suggest the most appropriate choice for you.
Do you provide SEO with your website builds?
Yes. All our websites are developed using SEO guidelines like a clean layout, quick loading speed, mobile optimisation and solid on-page foundation. In addition to that, we have professional SEO service packages that help businesses increase their online presence.
Do you offer ongoing website maintenance?
Yes. We offer website maintenance services to ensure that your website is safe, up-to-date and working properly. This encompasses software and plug-in upgrades, security protection, backups and basic changes to give you a hassle-free experience so that you can concentrate on your business.
Can I migrate my existing site to your hosting?
Yes, we can absolutely handle the complete website transfer to our managed hosting platform without any hassle on your end. Our team manages the entire migration process, ensuring your site moves across smoothly without downtime or disruption to your business.
Can we provide feedback throughout the process?
Absolutely and we actually encourage it. Collaboration is at the heart of how we work, so you'll have plenty of opportunities to review our progress and share your thoughts at every stage. It ensures we're building exactly what you have in mind, rather than guessing what might work.
Will I own my website once it's built?
Yes. After completion of your project, the website will be yours. We believe in absolute transparency when it comes to issues of ownership and accessibility and would gladly take care of your requirements in this respect.
How long does it take to build a website?
The timeline for your website project really depends on what you're looking to achieve. A straightforward business website typically takes a few weeks from start to finish, while more complex builds with custom functionality or extensive content requirements will naturally take longer.
We'll give you a clear timeline estimate once we understand your specific needs during our initial consultation. This way, you'll know exactly what to expect and can plan your launch accordingly.
What kind of support do you provide after my website launches?
We don't go away once we've launched. We provide continuing support, maintenance and hosting to ensure that your website runs at optimum capacity. If you have any queries about how to develop your website, we will be there for you.
