Summary
Title: A Data Driven Campaign to Boost Organic Revenue and Users Headout's traffic, severely impacted by COVID-19, saw a remarkable 394.0% increase in daily organic users, soaring from 11,377 to 56,196. Beyond traffic, our campaign significantly boosted engagement, with users up by 394.0%, sessions by 406.2%, and revenue by an astonishing 1081.2%. This collaborative effort between Botpresso and Headout, overcoming pandemic challenges, delivered outstanding results and deserves recognition for its innovative and successful spirit.
Challenge
Headout, a prominent player in the competitive travel industry. (Total Funding Amount $57.7M) Headout, partnered with an SEO consultant to enhance their online presence and achieve ambitious goals of increasing organic traffic and revenue by 200%
Objective
Headout had suffered due to lack of demand in traffic during 2019-2021 and they knew they had to be ready before the demand rises
Strategy
We have implemented a strategic categorization approach to effectively reach and convert our target audience. This approach is based on the different stages of the customer journey and aims to capture visitors at each stage of the funnel. Reaching the audience via various page types: Blogs - Top of Funnel (TOFU) Our blog section is designed to attract visitors who are in the early stages of their customer journey. By creating informative and engaging content related to travel experiences, we aim to drive traffic to our website and capture the attention of potential customers. Category Pages & Collection Pages - Middle of Funnel (MOFU): Our category pages are tailored to visitors who have progressed to the middle stages of the funnel. These pages provide a deeper level of information about specific experiences and help visitors narrow their search. By capturing these visitors at this stage, we aim to move them closer to conversion. Experience - Bottom of Funnel (BOFU): Our experience pages are specifically designed to target visitors ready to convert. These pages provide detailed information about specific experiences and offer a clear call to action to encourage bookings. By strategically targeting visitors at this stage, we aim to drive conversions and maximize revenue. These page types were created with specific keyword clusters in mind so that the following objective could be achieved: Increasing the organic traffic & revenue by 200% Problems found during the initial audit Lack of page authority due to massive keyword and content cannibalization Incorrect allocation of crawl budget Incorrect crawling strategy leading to index bloating that leads to: Crawled but not indexed Discovered but not crawled We knew fixing these issues at scale would definitely create positive compounding traffic that was lost during Covid, and unlike past this time it would also bring more revenue.
Data
solution encompasses a comprehensive strategy to address cannibalization and optimize internal linking for enhanced search engine visibility and user experience. Cannibalization issues were dissected into two categories: content cannibalization and product page cannibalization. Solutions involved keyword segregation and content optimization for the former, while the latter utilized correct canonicalization, no-index tags, and redirection. Crawl issues and leakages were identified and rectified by eliminating URLs pointing to 3xx and 4xx pages, as well as resolving conflicting anchors pointing to the same URL. Hreflang issues were tackled by restructuring internal linking. The initial flat distribution of internal links was redefined based on demand (search volume, keyword difficulty), supply (offer count, content elements availability), and business importance (revenue-generating pages, business focus geos). This realignment aimed to create a coherent internal linking strategy, striking a balance between underlinked and overlinked pages. Throughout the process, close monitoring of search engine bot behavior was facilitated by OnCrawl's log file analysis. The implementation resulted in a significant increase in average inlinks per page within the crucial page cluster, from 4.87 to 76.37. This strategic optimization swiftly impacted organic traffic and revenue, consistently demonstrating positive growth. The objective was to construct conversion-friendly pages, fostering increased revenue through SEO
Solution
Results
From January 2022 to April 2023, our digital efforts yielded exceptional results for our client. Organic sessions surged impressively by 406.2%, escalating from 410,723 to 2,079,150. Simultaneously, organic users experienced a remarkable 394.0% increase, from 352,681 to 1,742,086. The impact on organic revenue was nothing short of astounding, boasting a phenomenal 1081.2% surge from 380,462 to 4,494,162. As per Google Analytics Our strategic SEO initiatives also led to a substantial 49.5% boost in keywords ranking within the top 3 positions, reaching 5,781 from an initial 3,866. Furthermore, keywords ranking between the 4th to 10th positions witnessed an impressive 54% growth, rising from 11,301 to an impressive 23,182. As per Semrush These numbers not only reflect our dedication to success but also underscore the tangible, quantifiable impact of our efforts on organic visibility, user engagement, and revenue generation.
