Innovyze wanted a 5% increase per month to Organic traffic. In 2018, there was a 30% drop in Organic traffic. There were 2000 sessions a month going to an outdated subdomain and we couldn’t see how the traffic was interacting with the main website. In addition, it had no current branding or CTAs, so we didn’t know how engaged these users were. Domain authority was also low. Our objectives were to prioritize keywords and create content to fill gaps in their messaging and targeting for Organic Search while also reorganizing their website onto one domain, which meant moving the blog to their main domain and reformatting it and adjusting the file structure.
We created a migration plan and linking strategy for the blog that moved priority posts over, ignoring non-engaging content. We crawled all the blog posts on the old subdomain and created a priority list of high value blogs to move over, as well as audited the meta data and used this time to optimize for SEO best practices. Then we helped organize each of the priority ones to move over and grouped them into categories, so we could assign proper CTAs and asset linking to them.
There were over 2500 blog pages on the subdomain in which around 125 were kept. Despite not all of the blogs being migrated, traffic matched the previous subdomain. The 6 month sessions for blog posts (Jan-June) was 13,947, compared to 14,528 the period prior (July-Dec) (-4%). BUT this is with only 100 pages, compared to ~400. That’s a 4% drop with 75% less pages. If you take the top 100 pages from both domains, you see the migration helped increase blog traffic by 33%.
How We Did It
We crawled all the blog posts on the old subdomain and created a priority list of high value blogs to move over, as well as audited the meta data and used this time to optimize for SEO best practices. Then we helped organize each of the priority ones to move over and grouped them into categories, so we could assign proper CTAs and asset linking to them.
The end result had each blog post optimized for meta data, a more clear picture of how blog traffic was interacting with the site, higher performance for each blog post (especially the top 5 performers) and generated 15 leads in the last 3 months of the engagement (we had no leads being tracked from this before):
- Each blog post was optimized for meta data
- Clear understanding of how blog traffic was impacting and interacting with the site as a whole
- Homepage traffic increased during this time by 36%
- News traffic went up by 16%
- The average rate of growth per month for the website after the migration in January 2020 was 8%
- Top 5 blog posts grew by 124% after migration and created 15 leads (which weren’t even being tracked previously) in three months
Innovyze is a global leader in building innovative, industry-leading software for the water industry for over 35 years; serving thousands of clients including the largest utilities, ENR design firms, consultancies and refining plants around the world. Visit Innovyze.
We have one purpose: help B2B companies generate demand and increase revenue through online marketing. Located in Portland, Oregon and founded in early 2011, we’re a fast-growing agency with a global client base ranging from early stage start-ups to multinational enterprises. Our focus is on B2B companies and we’re proud that our growth has been due primarily to client referrals.