Summary
As we know Organic / SEO traffic is of high quality and converts very well for a website. One of the things that really helped us, as a SEO team we have not only thought of Organic traffic but we really focused on User Experience and engagement.
Challenge
AmbitionBox is a site for Reviews, Salaries & Interview Questions for job seekers in India. There is a Global leader called Glassdoor and our marketing challenge is to become the preferred destinations for Reviews, Salaries & Interviews for job seekers in India. Glassdoor was getting 90% more Organic Non-Brand traffic /month than AmbitionBox in Mar'21. (Source: SEMRUSH)
Objective
Objective was to improve the overall organic traffic for AmbitionBox, a website for company Reviews, Salary Information to help job seekers in the market and to increase organic traffic share for website which was 45% in overall traffic.
Strategy
We did a deep dive of Glassdoor, Payscale to understand their strength in terms of SEO, from where are they getting traffic. We also understood job seeker behavior by looking at their Bounce rate, Time spent on the pages. After competition analysis we created sections on our website i.e. Salary, Review, overview, interviews which are in demand and job seekers were searching for these. Put together meaningful keywords based on Avg. Search Volume for the category via using Keyword planner tool & other competition analysis tools. Key Action taken: Complete revamp of HTML structure of website so that it's easier for Google crawl / index our pages Regular updates on the page content and show most useful content to users for related query. As per new Google core updates we worked on to Improving page performance (Core Web Vitals), load time. Relevancy based internal linking so that User / Bots (crawlers) can navigate other important / relevant pages. Schema Implementations as required on the sections i.e. Reviews, Salary & Interview. Worked on Crawl budget Optimization Avg. Response Time reduction for Bots and Users. Submitted / Interlinked only important url’s which has substantial data else not submitted to google via XML sitemaps, interlinking.
Data
As mentioned above, we worked on below points after data analysis : Bounce Rate User Engagement E-A-T Algorithm (Expertise, Authority, Trustworthiness) to improve user engagement Mobile First Indexing Core Web Vitals LCP (Largest Contentful Paint) CLS (Cumulative Layout Shift) FID (First Input Delay) Content Strategy to keep the primary pages updated and other pages as well. Interlinked all sections as per relevancy Schema / Rating which competitors were using to improve CTR in Google SERP Analyzed traffic on sections like Profile Salary, Designation Salary and focused on these sections from SEO & User engagement perspective.
Solution
Results
With all the changes in Page Speed, Interlinking implementation & website Performance we saw a huge jump in our traffic & Average ranks. AmbitionBox Organic traffic grew 272% in a Year (Source: Google Analytics) SEO Traffic share increased from 45% to 64% in website Traffic (Source: Google Analytics) Core Web Vitals: Both Desktop & Mobile webmaster more then 95% url's are in Green. (Search console) We managed to bring down bounce rate from 34% to 13% (Source: Google Analytics) We beat Glassdoor in India in monthly sessions by 1.3 million /month in Aug'22 and we continue to widen this Gap (Source: SEMRUSH)
