Research Prospect

A leading student writing service based in the UK aimed to increase their revenue to over a £1million over the period of 12 months.

Research Prospect Needed More Traffic & Sales

Cognizantt helped Research Prospect generate new leads online and improve their visibility through a range of paid and organic marketing techniques. We devised an integrated campaign that focused on SEO and Digital PR as part of our strategy to use SEO data to reduce PPC expenditures, further establish where and how we should be using keywords, and to build SEO growth based on consumer trust. We aimed to improve the companies search engine ranking across a range of relevant keywords to increase traffic to the website and generate business leads.

Stelrad

The Objectives

Stelrad on mobile

Cognizantt Developed the SEO Strategy

A complete SEO strategy for Research Prospect including competitor analysis, keyword mapping, content audit on-page SEO, technical SEO, and digital PR management.

The keyword mapping conducted by our experts enabled us to identify the areas of keyword cannibalisation and implement advanced content optimisation strategies across the website.

The SEO strategy also included a map of headers tags, page and post tiles, meta descriptions for all existing and new posts and pages on the website.

Identifying keyword gaps and adding new content to the site following an in-depth keyword research to find meaningful, low competition and high reward keywords. Optimising the existing content according to the search engine algorithm updates.

A detailed competitor analysis strategy to establish the core SEO strengths and weaknesses for Research Prospect and make the most of available opportunities for improving market visibility.

A complete interlinking check of the website to make sure there are no orphan pages. Implementing a design that supports interlinking of all pages and posts on the website without disturbing the user experience.

An in-depth backlink analysis for Research Prospect. We highlighted poor quality links that appeared to be damaging the authority of the website, disavowed and replaced them with highly relevant backlinks through dedicated digital PR and outreach strategies.

Developed a yearlong SEO strategy that covered SEO from every possible angle including but not limited to page speed optimisation, pagination indexing issues, cannibalisation, https requests, Cloudflare settings, UX design, crawlability, schema, structured data, site link architecture, meta data and more.

Important Steps of the Campaign

  • Research Prospect had undergone significant change over the past year and needed to position itself to continue growing in the years ahead. Our work with Research Prospect involved comprehensive keyword research, creation of a long tail keyword strategy and detailed page optimisation including title, meta and link optimisation. The switch from specific money and sales phrases to more information keywords also allowed us to strengthen relationships with existing client. New traffic was generated due to increased visibility of posts using this strategy.
  • Research Prospect is a leading custom writing service based in the UK. Things like responsive design, a clear hierarchy of information, and plenty of text and rich imagery was something we knew would work well for Research Prospect target audience/construction sites. A key point we tried to emphasise from the outset was that it is not just about making a website aesthetically pleasing, but making it performant and quick to load (which was an important factor in improving the user experience).
  • The navigation structure of the website was surprisingly intricate with large amounts of information spread across many pages. Whilst this complexity was rated positively, many users took 10+ seconds to navigate between categories. The mega menu also had several images, so we implemented lazy loading without upsetting the UX architecture to improve speed.
  • We completed the content audit of your website and prepared the content strategy for every individual digital product & service offered by Research Prospect. To improve user experience, we also crafted several keyword-rich headings and meta descriptions. We also built search functionality on the website so buyers can easily find and purchase their desired service. Links to important pages and resources were added in the footer section to improve their crawlability. Our content team found and fixed areas of cannibalisation which immediately had an effect on the SEO performance. We fixed content duplication causing crawlability issues and implemented the schema correctly.
  • Next, we worked on the website’s link architecture and internal linking to make sure the link equity is effectively being passed on to the categories (research-methodology, dissertation-writing-guidelines, essay-writing-guidelines, starting-the-research-process, dissertation-topics, language-rules, UCAS-university-entry-requirements, Harvard-referencing, example-assignment, example-proposals, and more/), pages (money pages, sample pages and FAQs) and posts. At every stage of the project, we employed internal linking strategy a strategy which not only increased the number the number of incoming links to individual pages but also immensely improved discoverability, crawlability and search engine visibility.

Results.

Within six months of the campaign, there were visible results for Research Prospect.

Impressions increased from 650,000 to 1.2 million.

Traffic increased by 132.29%.

A staggering 189.27% increase in revenue.

Conversion rate of the order form improving from 0.1 to 0.23.

Returning visitors increasing by 42%.

+132.29%
increase in organic traffic
+189.27%
increase in revenue.
+230.38%
increase in conversion rate.
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