Summary
As we know Organic users are of high quality and high intent user for any website. One of the things that really helped us, as a SEO team we have not only thought of Organic traffic but we really focused on User Experience and Engagement to increase Session duration on each section of website.
Challenge
AmbitionBox is a site for Reviews, Salaries & Interview Questions for job seekers in India. Being a Global leader called Glassdoor and our marketing challenge is to become the preferred destinations for Reviews, Salaries & Interviews for job seekers in India. Glassdoor was ahead of AmbitionBox in Organic Users in Jan'22. (Source: SimilarWeb)
Objective
Objective was to improve the overall Organic Users for AmbitionBox, a website for company Reviews, Salary Information to help job seekers in the market and to beat the Global Giant Glassdoor which was preferred choice for Job seekers.
Strategy
We did a deep dive of Glassdoor to understand their strength in terms of Organic user strategy, from where are they getting traffic. We also understood job seeker behavior by looking at their Bounce rate, Avg Session duration, Exit Rate on the pages. After competition analysis we created sections on our website i.e. Salary, Review, Overview, Interviews which are in demand and job seekers were searching for these. Put together meaningful keywords based on Avg. Search Volume for the category via using Keyword planner tool & other competition analysis tools. Key Action taken: Complete revamp of HTML structure of website so that it's easier for Google crawl / index our pages; regular updates on the pages not only for bots but also focused more on user behavior and show most useful/meaningful content to users for related query. As per new Google core updates we worked on to Improving page performance (Core Web Vitals), load time, E-E-A-T. Relevancy based internal linking so that User / Bots (crawlers) can navigate other important / relevant pages. Schema Implementations as required on the sections i.e. Reviews, Salary & Interview. Worked on Crawl budget Optimization Avg. Response Time reduction for Bots and Users. Submitted / Interlinked only important url's which has substantial data else not submitted to google via XML sitemaps, interlinking.
Data
As mentioned above, we worked on below points after data analysis: Avg. Session Duration, Bounce Rate, Exit Rate, User Engagement E-E-A-T Algorithm (Experience, Expertise, Authority, Trustworthiness) to improve user engagement Mobile First Indexing Core Web Vitals LCP (Largest Contentful Paint), CLS (Cumulative Layout Shift), FID (First Input Delay) Content Strategy to keep the primary pages updated and other pages as well. Interlinked all sections as per relevancy Schema / Rating which competitors were using to improve CTR in Google SERP Analyzed traffic on sections like Profile Salary, Designation Salary and focused on these sections from Organic Traffic & User engagement perspective.
Solution
We observed job seeker behavior by looking at their Bounce Rate, Avg Session duration, Exit Rate on the pages. To publish User centric content was the core objective for all activities done on the website. Key Action taken: Complete revamp of HTML structure, UI elements, Content block positioning of website so that it's easier for Google to crawl / index our pages; regular updates on the pages not only for bots but also focused more on user engagement and show most useful / meaningful content to users for related query. As per new Google core updates we worked on to Improving page performance (Core Web Vitals), load time, E-E-A-T. Relevancy based internal linking so that User / Bots (crawlers) can navigate other important / relevant pages. Schema Implementations as required on the sections i.e. Reviews, Salary & Interview. Worked on Crawl budget Optimization Avg. Response Time reduction for Bots and Users. Submitted / Interlinked only important url's which has substantial data else not submitted to google via XML sitemaps, interlinking.
Results
With all the changes in Page Speed, Interlinking implementation & website Performance we saw a huge jump in our Organic Users. AmbitionBox Organic Users Grew 200% in a Year (Source: Google Analytics) SEO Traffic share increased from 45% to 69% in website Traffic (Source: Google Analytics) Core Web Vitals: Both Desktop & Mobile more then 98% Url's are in Green. (Search console) We managed to bring down bounce rate from 34% to 17% (Source: GA4) We beat Glassdoor in India in Monthly Organic users by 3 million /month in Sep'23 (Source: SimilarWeb)
