Like most SEO campaigns, our story begins with a large client problem. A major North American transportation company's website was negatively impacted by Google's Penguin update, resulting in a loss of the majority of their non branded organic rankings. Organic traffic and revenue plummeted year over year as a result. Direct Agents, with the help of the Bright Edge platform, began this company's SEO engagement in 2015 to help regain this loss in traffic, rankings, and revenue.
This loss was attributed to the increased organic efforts of OTAs, or online travel agents, which were pushing down the client's site in valuable search engine results pages. A large focus needed to be placed on detail specific pages that were very relevant to the brand's offering, had a large search intent, but were also not going to automatically be beat out by these OTAs. The idea was to find niche terms that had enough combined search volume to generate highly qualified organic traffic that could and would convert to counteract the loss that the client had seen prior to Direct Agents' SEO engagement.
With the use of Bright Edge's data cube, we were able to identify under-utilized keywords that competitors were ranking for but not high enough to drive a substantial amount of traffic. Direct Agents built out evergreen content around route pages based off of competitor keyword data. After a few months, we began to see exciting results. Organic keyword rankings for the site year over year increased consistently as new pages were optimized for the key route terms. This caused exponential increases in rankings for those specific pages. The site gained 242 organic rankings with a combined search volume of over 181,000 and an average increase in rankings of over 157% year over year. Organic traffic for new route pages increased by 679% and revenue increased by 431% between September and April. There was a direct correlation between the amount of keywords ranked, the rank increasing over time, the amount of traffic that was brought in, and the revenue generated from it.