The Client
Changing Paces is Ontario, Canada based organization. It provides AODA accessibility standards training to organizations across the province and accessible customer service across the globe.
The Objective
The Competition
The competition in this segment was stiff and was with most of the Government websites. AODA is an Act and ranking of government websites was high.
The Result
Rankings
Keyword ranking as Featured Snippet
Traffic
Organic Traffic growth of ~65% from Ontario in 6 months
Keyword Research and Competitor Analysis
We carried out keyword research using SEMRush Pro and Google’s Keyword Planner.
We also conducted three competitor analyses to gain additional insights into the marketplace and identify potential keyword gaps.
We used this data to identify the most effective keywords to target for each of Changing Paces’s service pages. As well as being focused on search volume, we wanted to ensure that we were targeting relevant search terms in keeping with client’s audience.
Based on our findings from the SEO audit, keyword research and competitor analyses, we drew up a list of recommendations on how to improve the website’s presence on search engines and increase relevant traffic to the site. Our recommendations included both technical and content-related improvements.
Content Creation
AODA Customer service training and accessibility customer service training were the primary services of the client. These were not being targeted appropriately.
Conceptualization, content creation, designing and implementation of AODA page was done by us to target all AODA related keywords and rank the client on these search terms.
As some of the pages were thin on copy, we ensured that each page was enriched with sufficient content for Google to index and for us to create keyword-rich internal anchors.
For each of the existing pages, we allocated one primary keyphrase and two secondary keyphrases, which we used in the page titles and meta descriptions. We also made sure that each phrase appeared at least once in the body copy.
On – Page Optimization
To begin with, we ensured that the headings and subheadings on each page were given an appropriate header tag in keeping with their appropriate page hierarchy.
We created internal links using keyword-rich anchor text, ensuring that we had at least one internal link pointing to and from each page. We used a variety of primary and secondary key terms, being extra-careful not to use the same keyphrase twice.
We added image alt text to all the images throughout the site, making sure that each description accurately described the image in question.
We also created additional internal links from the site to the new AODA page.
Off – Page Strategy
We did a detailed competitor analysis of backlinks using the software ahrefs. Then we did the research on clients existing content which is bringing maximum traffic.
Our strategy was writing link bait content to attract maximum links based on the research.
Aggressive backlinks were created with sites having high Domain Authority (DA) and Page Authority (PA)
Google My Business (GMB) Optimization
To create Geo specific visibility, GMB optimization strategy was prepared. We looked into the consistency of NAP across the website and GMB listing.
Company profile was being updated and reviews are posted constantly for increase in visibility and creation of brand presence within the target location
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