Search Engine Optimisation (SEO)
Looking for help with your SEO?
Begin your Playbook Journey
  • Keen to work with SEO professionals?
  • Ready to accelerate your SEO?
  • Are you too busy running your business to do SEO?
  • Seeking a great return on your investment?
  • Wanting to partner with a cutting edge SEO team?
  • Ready to work with one of Australia’s most reputable and trustworthy agencies?
Begin your Playbook Journey

This 90 second video from our founder James Parnwell, gives insight into our uniquely engineered process.

our marketing strategy

Successful Digital Marketing starts with a sound 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.

Begin your Playbook Journey

SEO Strategies that Work!

Case Studies

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. 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 implementation of our unique SEO optimised site structure, we saw a dramatic increase in organic visits to their website and also 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.

SEO Case Study # 1 - Organic Traffic & Impressions Improvement after Site Structure Implementation
SEO Case Study # 1 - Organic Traffic Improvement after Site Structure Implementation

To further illustrate the improved organic performance after implementation of the SEO optimised site structure, this graph from Analytics shows a 71% increase in organic traffic when compared to the previous period of the same length. 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.

SEO Case Study # 1 - Organic Traffic Improvement after Site Structure Implementation 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!

analytics organic traffic goal completions increase last 3 months compared to previous year
organic traffic impressions increase last 3 months compared to same period last year

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.

organic traffic impressions increase over 16 months

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!

analytics organic traffic goal completions increase last 3 months compared to previous year
organic traffic impressions increase last 3 months compared to same period last year

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.

organic traffic impressions increase over 16 months

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)

Organic Traffic Increase over 1 year period after content re-launch and UX improvements / pursuing Featured Snippets
Organic Traffic Increase comparing last 3 months (2020) to same period last year (2019) after content re-launch and UX improvements / pursuing Featured Snippets

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?

Clearly identify where your Digital Marketing strengths and weaknesses lie

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.

Digital Marketing Checkup

They took the time to ask the right questions engaging in a comprehensive discovery process to work out the principal motivators of our firm’s development.  Specifically, they diligently discerned our organisational identity, our core values and delineated the messages we intended to convey to prospective clients.  The marketing playbook they drafted for us was thorough and encompassed an extensive analysis of our market providing strategic options of how we can better communicate our core values. This invaluable assistance through our rebrand strategy cannot be understated.  They are continuing to help us discover what options are available to better communicate who we are to potential clients and show them how we can effectively serve them in our calling to deliver Just Redemptive Outcomes.

Tim Whincop, Director - Vocare

They’re flexible, they listen, and they communicate exceptionally well. I can pick up the phone or send an email and I get a response immediately. I also appreciate the fact that the people I spoke to during the onboarding process and the decision-making process are the people we work with. With other marketing companies you often speak to the salespeople and then once the sale is done, you never speak to them again. You don’t know anything about the people doing the work and you don’t have a relationship with them. With TheOnlineCo, the people that were involved in the onboarding, are the people that we are now dealing with as we work to build our business. This is quite unique. Buying anything is an emotional decision and I’m a little bit old school, but people buy from people they like. And I really like the team at TheOnlineCo

Matthew Perrier, CEO - photoSentinel

TheOnlineCo.’s ‘Digital Marketing Playbook’ process is powerful. As a Director of Zedu Ultrasound Training, I’ve experienced firsthand the impact of their strategic approach. From meticulous market analysis and targeted audience identification to engaging content creation and data-driven optimisation, each step has been a game-changer.  

The Playbook has not only boosted our online visibility but also significantly increased our engagement and conversions. The personalised guidance and clear roadmap provided by TheOnlineCo.’s team of professionals have proven invaluable in maximising our digital presence.  

If you’re seeking a comprehensive and results-driven digital marketing solution, guided by a team that will grow to become friends, look no further than TheOnlineCo. 

Michael Duncan, Director - Zedu Ultrasound Training

Working with TheOnlineCo. team has been one of the most encouraging and specialised services I have experienced. The process of providing a digital playbook for our company was outstanding and I would highly recommend that anyone seeking to build their digital platform scope take the time to invest in the Digital Marketing Playbook process with James and his team.  

From initial discovery conversations to massaging the final details, the experience was seamless and solely focussed on providing a unique and targeted approach to our individual needs as a client. We were absolutely blown away with the level of detail, accuracy, heart and investment into understanding our business’s goals, needs and areas of development and growth and providing it to us in a professional playbook presented in a simple and yet professional feedback session.  

If you are considering TheOnlineCo. for your future endeavours I cannot stress enough, you will not regret it! 

Kayleigh Alexandre, Creative Content & Branding Manager – HC

If you are thinking about doing the Digital Marketing Playbook with James and TheOnlineCo. team – do it! You won’t be disappointed. 

The playbook process started with an initial exploration meeting and it was clear to me during that meeting that this was an hour of time well invested! James and his team had clearly done their research prior to our meeting as they came prepared with questions specific to our business and industry. 

The playbook was then presented by the team in our next meeting and I have to say I thought it was fantastic. This document is over 70 pages long and covers everything from my competitors, to our brand voice and values, a really in-depth story of our target markets (this is the part I really liked) and then the strategy and tactics to execute. 

It is quite an amazing document and one that I highly recommend you do if you need to get your digital marketing strategy and execution sorted. 

Michelle Blicavs, Australian Consulting Surveyors

The Digital Marketing Playbook process was quite simply exactly what my business needed. Not only did it take a deep dive into who my ideal clients are and their needs and wants but it also outlined very clearly what marketing activities needed to be done and when to achieve my business goals. On top of that, TheOnlineCo. team looked at my website and branding and assisted with making the necessary changes in these areas as well. 

If you have been considering working with a digital marketing agency you need to speak with James and TheOnlineCo. team, they invest in their clients’ businesses and it shows in the work they do and the results they achieve. 

Micheal Anderson

TheOnlineCo. team were very professional and thoroughly committed to understanding our business from the start of our marketing journey. They took the time and created a very detailed and informative analysis of our competitors, helped us to understand our avatar and our customer story.  

From there they provided us with very detailed strategies and recommendations for us to meet our business goals. The overall process was a great experience and they delivered on everything we had expected and more, this gave us the confidence to move forward with our marketing plans. 

Michael Mackie, Business Manager - Speak About Speech
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