Enhancing Visibility
A case study on web design and SEO strategy.
The Challenge
A pipeline integrity, ILI consulting company was looking to improve its domain authority and increase website sessions. The goal was to establish domain authority to improve search engine rankings. There was a 25% difference between their domain authority (2) and the next highest competitor’s (8).
The website did not have a landing page for its podcast content, which had accumulated over the years. These episodes ranged on pipeline integrity topics, current events, and popular topics on current pipeline industry landscape. They also invited well known subject matter experts as guests to the episodes.
Without a place to showcase their position as experts through their discussions on the podcast, their audience was unable to recognize and access the valuable information.
The Goal
This project aimed to establish domain authority and improve search engine rankings. In order to do this, a new landing page housing their content library of podcast episodes, complete with descriptions, links, and videos, must be made. To establish themselves as experts and boost their search engine results ranking, the organization set the following objectives:
- Increase in domain authority to greater than 10 in 6 months to boost search engine result page (SERP) positioning
- Gather data on engagement time per user to measure engagement with content and identify user pain points
The Strategy
Their target audience included energy industry professionals and operators seeking industry expertise to enhance their understanding of pipeline integrity and obtain third-party validation on key industry topics. The firm’s unique tone combines reliable, trustworthy expertise with humor to engage and entertain industry professionals looking for tangible, objective recommendations.
A new resource webpage was built to showcase the content library. This page would allow users to access valuable, industry-relevant information and revisit it as new episodes are released. The constant updates of new material would allow users to interact with a variety of information, resulting in longer page sessions.
Relevant keyword research was performed to develop rich copy and boost the podcast pages to improve reach to the target audience. Back-end analysis allowed for segmented traffic monitoring and analytics to provide rich data for content analysis and reporting.
This page enhanced a user’s experience on the site. The podcast page was intentionally sorted by season, with the episode thumbnails featuring titles, guest photos, and names – a detail that analytics revealed significantly boosted listens.
The Results
The new landing page allowed the clients to recognize a 12-point boost in domain authority in just 3 months since the launch of the podcast pages, which exceeded the goal of reaching over 10 points in 6 months. Further analysis showed 23 minute average engagement time per active user on their page; before this project, the client was unable to track how long people were engaging. Now, the client is in a better position to make data-driven decisions to improve SEO and user experience.
Client
Pipeline Integrity Consulting Firm
Industry
Pipeline industry
Services
• Web Design
• SEO
Key Benefits
12 pt increase in domain authority in 3 months
23-minute average engagement time per active user
Increase in domain authority in 3 months
Engagement time per active user
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