Summary
Headline - Cult Fit improved its Organic Non Brand clicks by 223% The 270+ Audit checklist helped the team get a clear direction and set priorities which resulted in an impactful growth within 9 months. Further, the business-level category segregation and location-based targeting helped us increase the keywords ranking on first position by 1,706% in a short span of time.
Challenge
cult.fit is a well-known online platform that offers a wide range of holistic health and fitness-related services. It offers expertise in multiple niches, including Fitness, Healthcare and Healthy recipes. cult.fit wished to establish a stronger foothold on SERPs. This requirement however, brought the following roadblocks into attention: Issues with Website Crawling Lack of consumable and relevant content Low visibility in the fitness and healthcare niches on SERPs Since cult.fit was looking to expand its online presence organically and open its door to the relevant audience.
Objective
Keeping in mind the roadblocks in cult.fit's path to ranking in SERPs, the following objectives were formulated: Objectives: Increase in Non-brand Organic Clicks by 200% Improve Ranking by 10x Improve the rankings and clicks for Fitness Category pages Improve website's SEO Health Increase Keyword Coverage by 3x
Strategy
Strategy: Diverse goals called for a customized and multidimensional strategy that comprised the foll owing solutions: Microsite Creation: Perform category-level segregation of the business verticals to improve focus and enhance output Technical Implementations: Fixing location-based crawling issues Schema suggestions & Implementation Local SEO Strategy: Optimisation of the GMB profiles to increase brand awareness Diversified Link Building: Diverse types of backlinks like Guest posting, Q&A, PPT and article submissions, etc. were created from authoritative websites with a good DA. Optimisation of On-page elements: Creation of location-based user-centric landing pages with relevant services Addition of keyword-rich content to pages using the E-A-T framework for each category based on search intent We optimised the Header tags as per the high search volume and intent based keywords We created thematic footer links and also built cross links from the blog site to boost crawlability for google bots and help the target audience navigate similar category pages. Customisation of Title & descriptions as per the focus keywords & search intent.
Data
Upon conducting an extensive audit, the team gathered new insights and created a roadmap to clear hindrances that were preventing better visibility and traffic to the website. This also gave a fair idea of the areas that needed improvement and the number of pages that needed to be worked on. With thorough Content Gap analysis and Keywords research, the team made efforts to understand the search intent and identified common queries for the different niches that cult.fit caters to. Post which the team provided important keyword suggestions and content structures for all the opportunity pages. Google Search Console data was utilised to optimise keywords to encourage visibility on SERPs. The team made use of tools like SEMRush and Ahref to conduct an in-depth competitor gap analysis. That data was then used to further customise the SEO strategy implemented on various pages of the website. We utilized Google Trends to understand behavioural data collected for creating location-based pages. We also created and managed ‘Google My Business' profiles to boost visibility. Data derived from Google Analytics helped analyse and optimise high Bounce Rate pages. The team made use of data available for keywords on Google Adwords' keyword planner and Google Trends. Later a list of focus keywords was created for the quarter. Screaming Frog was used to identify pages with duplicate content and to prevent such duplicate pages from ranking for the same keyword, we used Google Search Console data to identify primary pages and optimized their canonical tags accordingly.
Solution
Website SEO Audit: The in-depth SEO audit of over 270+ checkpoints helped the team chart the roadmap for complete optimization of the website. Location Handling: The team performed location-based content handling to improve the visibility of location-specific content to Googlebot and the users. Thus ensuring the crawlability and indexing of the location-specific content. Hidden Content: With the right technical recommendations from the Infidigit team, cult.fit could fix crawling issues erupting from the 'Read More' buttons. This helped improve content visibility which led to improvements in crawlability and rankings URL Structure Optimization: The team designed an SEO-friendly URL structure, taking into consideration the target keywords. This implementation enabled the website to gain a significant improvement in rankings and traffic. Tackling Duplicate Content: Multiple pages were ranking for the same keyword resulting in the splitting of traffic and duplicacy of content. The team mapped the data collected and identified primary landing pages in cases of such duplications. Schema Implementation: With its in-depth technical research, the team was able to fix the schema errors. Afterwards, cult.fit pages started appearing in carousels and witnessed a notable rise in traffic. Content Optimization: With thorough Content Gap Analysis and keywords research, the team created extensive documents with proper keywords and their frequencies along with well-structured H2s to make keyword-rich content. Internal Linking: Internal links are important when it comes to better rankings in SEO. The team used 3 approaches for this- Deployed ‘Top searches' section linking top keywords Deployed thematic footer links for all pages Added breadcrumbs to improve internal links and site navigation
Results
The suggested recommendations resulted in a dramatic increase in the following key metrics: Improvement in Non-Brand Clicks: Overall - 223% Fitness Category - 7,156% Recipe Category - 12,470% Care Category - 2,513% Improvement in Non-Brand Impressions: Overall - 1,908% Fitness Category - 2,048% Recipe Category - 21,950% Care Category - 24,990 % Keywords Ranking: Improvement of Keywords Ranking on 1st Page: Overall - 1,332% Fitness Category - 2,231% Recipe Category - 1,452% Care Category - 1,460% Ranking on 1st position - 1,706% Top 3 Positions Improved by 1,403% Keywords Coverage Improved by 305% Brand Awareness Improved by 498% External Links Increased by 97% Internal links Increased by 218%
