This 90 second video from our founder James Parnwell, gives insight into our uniquely engineered process.
our marketing strategy
Most businesses are stuck in a tactics-first mentality, relying on adhoc SEO, social media, or paid advertising and hoping to achieve growth. At TheOnlineCo., we take a strategy-first approach. We focus on answering a deeper question: “How do we achieve our organisation’s goals by reaching the right people at the right time with the right message?” Developing this question into a 12-month strategic plan primes you for success. Our Digital Marketing Playbook provides clarity on how to drive your business to greater levels of success.
SEO Strategies that Work!
SEO is a complex undertaking with several potential strategies to focus on. Each business is different from all others. Your business may have many competitors – locally, nationally or worldwide, but not all SEO strategies will work equally for all businesses.
We’ve seen that most sites see substantial SEO benefits after technical issues have been addressed. Site re-structuring / siloing, speeding up page load speeds, fixing bad / inefficient coding, integration of schema microdata, etc. all have strong SEO benefits.
This client has an eCommerce store with hundreds of products that were setup with a site structure that was not optimised for SEO. Although the products had been ‘categorised’, they all sat under the common ‘/shop/’ slug in the URL.
After implementing our unique SEO optimised site structure, we saw a dramatic increase in organic visits to their website and an increase in goal completions.
71%
Organic Traffic
Growth
in 2 month period after Site Structure / SEO silo implemented compared to previous 2 months
142%
Increase in eCommerce Interactions
in 2 month period compared to previous 2 months
743%
Increase in Revenue
in 2 month period compared to previous 2 months
72%
Organic Traffic Growth & Massive Increase in Revenue
in 2 month period compared to previous 2 months
The SEO optimised site structure went live on the site October 15, 2019. As a result, you can see a steep and steady rise in organic traffic and impressions from that point on.
To further illustrate the improved organic performance after implementing the SEO optimised site structure, this graph from Analytics shows a 71% increase in organic traffic when compared to the previous period. There was also a 142% increase in eCommerce interactions and a 743% increase in revenue!
The 3rd image shows amazing organic SEO growth comparisons year on year.
We had been pursuing a strong content creation SEO strategy for this client which included:
- Reviewing old blog articles and consolidating out-dated and / or redundant content
- Re-launching & re-optimising old content with updated information and improved layouts / user experience
- Writing 2 new optimised articles per month using our unique method to target Featured Snippets on Google
As a result, we saw some stunning improvements.
8200%
Increase in Goal Completions
in 3 month period compared to previous 3 months
177%
Increase in Organic Traffic
in 3 month period (2020) compared to same 3 months in previous year (2019)
25%
Organic Traffic Growth
in 3 month period after content updated and re-launched compared to previous 3 months
102%
Increase in Organic Impressions
in 3 month period (2020) compared to same 3 months in previous year (2019)
The first graphic (click to view) shows that results have been amazing with a 25% increase in organic traffic when comparing the 3 months between March 24, 2020 – June 23, 2020 to the same period in 2019. There was a stunning 8200% increase in organic goal completions as well!
You can see in the second graphic from Search Console clearly shows a drastic increase in organic clicks and impressions when comparing a 3 month period in 2020 vs the same period in 2019.
The last graphic shows improvements over a 16 month period. You can see the dip in traffic during the COVID-19 shutdown and then a drastic rebound in April, 2020.
We saw a big increase in Google choosing our articles as Featured Snippet answers to questions (there’s no graph for that, or we’d show it here!). It is our belief that in April, 2020 Google gave more authority to our client’s site. This was due to the quality of the content we produced in combination with more social shares and backlinks generated from that content.
It should also be noted that we had implemented an SEO optimised / siloed site structure for this client in late-2018 which helped produce a good result.
This client had a website that we had been doing SEO work on for a while. The company went from being Australia-based to wishing for a global presence. They changed their domain from a ‘.com.au’ to ‘.global’ in late 2019.
To make this switch successfully, we worked to ensure that all of the titles and meta descriptions we had put into place were copied over to the corresponding pages on the new site. We also ensured that pages / URLs + from the old domain and website were redirected to the relevant URLs on the new domain and website.
The old website was using a CMS that was challenging to work with and we advised the client to rebuild the website using WordPress. This way we could implement an optimised site structure and work more effectively on SEO.
536%
Increase in Organic Goal Completions
in 3 month period after switching to new domain (.global) and Site Structure / SEO silo implemented compared to previous 3 months.
9%
Organic Traffic Growth
in 3 month period compared to previous 3 months and also when comparing 8 months after domain extensions change (to .global) and Site Structure / Silo implementation compared to the same 8 month period in previous year.
11%
Bounce Rate Decrease
in 3 month period compared to same 3 months in previous year.
50%
Increase in Session Duration
in 3 month period compared to same period in the previous year
The first graphic (click to view) shows that results have been amazing with a 25% increase in organic traffic when comparing the 3 months between March 24, 2020 – June 23, 2020 to the same period in 2019. There was a stunning 8200% increase in organic goal completions as well!
You can see in the second graphic from Search Console clearly shows a drastic increase in organic clicks and impressions when comparing a 3 month period in 2020 vs the same period in 2019.
The last graphic shows improvements over a 16 month period. You can see the dip in traffic during the COVID-19 shutdown and then a drastic rebound in April, 2020.
We saw a big increase in Google choosing our articles as Featured Snippet answers to questions (there’s no graph for that, or we’d show it here!). It is our belief that in April, 2020 Google gave more authority to our client’s site. This was due to the quality of the content we produced in combination with more social shares and backlinks generated from that content.
It should also be noted that we had implemented an SEO optimised / siloed site structure for this client in late-2018 which helped produce a good result.
Much like case study # 2, we had been pursuing a strong content creation SEO strategy for this client.
Many blog articles had been previously written that had similar or outdated content. Our strategy was to consolidate the similar content to fewer pages – down to one page where possible. We also worked on updates to old content to reflect current data and information.
An important part of this work was to improve the User Experience (UX) on older content and re-launch old articles we had improved. We did this in coordination with Social Media announcements of each ‘new’ article. ‘Social Shares’ appear to have driven many new visits to the site which Google considers for SEO. Pages or articles with high popularity on Social Media platforms like Facebook, Instagram or LinkedIn rank higher in search results. These may be ‘nofollow’ links which prevent your page from getting ‘link juice’ from the Social Media site. However, Google pays attention and notices when an article is getting a lot of visits and shares and will reward those that stand out.
111%
Organic Traffic Growth
in 3 month period compared to the same period last year after content re-launch / UX improvements & pursuing Featured Snippets strategies.
43%
Increase in Organic Impressions
in 3 month period compared to same period last year.
We also wrote 1 – 2 new articles per month that were written to target Featured Snippets on Google. This strategy was very successful! As a result, in mid-May we saw a dramatic and consistent increase in organic traffic from that point on. (click on the 1st graphic to see these stats pulled from Analytics)
The second graphic shows a 211% increase in organic traffic when comparing the last 3 months to the same three months in the previous year. You can also see a 142% increase in organic impressions.
IS YOUR DIGITAL MARKETING FIRING ON ALL CYLINDERS?
The Digital Marketing Checkup begins with a series of 20 questions that rate your organisation on a scale of 1-5. Each question corresponds to the Five Pillars of Digital Marketing. If you answer honestly, you will be able to clearly identify which areas you are lacking and what is holding you back from growing your business.