Recovered Traffic Creates 7.5% Spike in Revenue for B2C Affiliate Site

The problem

The client is a large, established affiliate website with millions of monthly users. Despite their status in the industry, their aging website and increasing number of online competitors lead to a regression in users.

When they started their engagement with us, they had experienced double-digit losses in organic sessions month-over-month for 44 consecutive months.

The solution

Large websites with dynamically generated content often have crawlability and indexing issues. Once we identified and remedied the website’s technical challenges, we developed a keyword strategy focused on competitors, and tracked residual benefits across KPI’s.

The keyword strategy we created followed the technical updates focused on competitors. After identifying the most profitable sections of the website, we focused on commonalities across top-performing competitors and optimized our client’s site for performance.

Why it matters

The impact of on-site optimizations often manifest across KPI’s. After we fixed the indexing issues that were wasting a significant amount of crawl budget, we saw a decrease in the number of pages being indexed while simultaneously increasing impressions by 20% and click-through rates by 0.4%.

Similarly, when we implemented our keyword strategy aimed at finding the gaps between our client’s website and their competitors, we saw an average increase of 14 positions in primary keyword categories.

While we were able to achieve our primary goal of increasing organic traffic, the strategy we employed also increased overall goal conversions important to the client.