Context: So, we picked up an interesting client at the end of February. The client had a decent website and were already ranking well for their respective 3 cities where they had offices. However, their number of sign-ups compared to the traffic share was less, and they were not bringing in the revenue their top 5 competitors were bringing in every country.

All in all, they had a total of 131 pages on the website dedicated to 3 cities and our job was to help them bring the numbers up.

Starting up with the optimization

As always, the biggest problem in SEO is what to optimize instead of starting to optimize every page you encounter. So, we looked at their total pages, and ended up realizing:

  • The first city had 39 pages created for it, and 7 of it were bringing in 87% of the entire traffic directed towards the city. This included the 5 service pages and 2 blog pages

  • The second city was their largest in the USA, and had 65 pages. Out of these 55, 14 were bringing in 91% of the traffic, and included 4 service pages, and 10 blog pages with almost every blog page leading to a click to at least 1 more page

  • The third city had 27 pages, and 6 pages were contributing 84% of their entire traffic, out of which 3 were service pages and 3 were blog pages

Now, we were down to fixing 27 pages instead of 131, and we were looking to upgrade 88% of the entire traffic. This meant 104 pages were contributing to 12% of the entire traffic, or on an average 0.11% traffic per page, which didn’t make any sense. We convinced them to purge 10 pages per month that were bloating their site for the first 6 months, while we created 6 pages to off-set a significant loss as well, and that was one loose-end being tied up, having 24 pages down from the initial number.

Next up was looking at city-wide data and optimizing pages on an individual level.

City 1 and 3 belonged to the same state, and had similar kind of keywords that people were looking for. City 2 was of a nearby state, but the target keywords were a little different, especially the long tails. What’s more, we realized that the competitor’s landing pages were extremely different in terms of their design, which meant that we had to spend some time in redesign and especially getting a sign-up form on some of the pages (initially this was present as a sign-up button in the middle of the page)