The project we'll talk about today is a case study of relatively quick success. To get the full picture of its evolution, we need to go back to April 2018, when cuideo.com joined iSocialWeb.
Cuideo.com is a project dedicated to managing in-home elderly care in Spain's main cities. It's a matching platform for both the people who need the service and the professional caregivers offering it. A differentiating trait is that it offers various service modalities, partial, full or even overnight, adapting to each end client's needs.
Initial state and evolution of the cuideo.com project over 7 months
This was the project's initial state before it came into our hands: 609 ranked keywords and an estimated organic traffic of 2,000 visits per month.
Results obtained in the cuideo.com SEO case study
Consistent work on SEO actions and a methodology focused on the highest-impact SEO levers allowed us to take the Cuideo.com project to the next level:
In absolute terms, the progression has been:
If you haven't read our first case study yet, check out the article where we cover our SEO case study on penalties, where we explain how we reached our first million daily visits in an in-house project.
Sistrix visibility index growth during the following 7 months
The evolution of Cuideo over the following 7 months in Sistrix visibility was as follows (the chart marks April 2018 as the kickoff date of the project with our digital agency):
On-page SEO work carried out in the cuideo.com SEO case study
Over 7 months of work, and after auditing the project and finding many points where it was weak and could be strengthened on the SEO front, we were able to multiply x3 the site's initial organic traffic data.
The key to a proper website migration
During the first month, the website migration was carried out. We also issued a set of guidelines for a proper migration, which were not strictly followed, resulting in indexed pages that generated duplicate content on the site. So we executed the following actions:
We created a URL parity spreadsheet between the old project and the new site.
We
established which URLs were indexable and which shouldn't be indexed, via tags and the
robots.txt file.
We pulled URLs with meaningful traffic and, since they also changed their
URL structure once the proper redirects were in place,
we ran a fetch and render on them.
The fix for this issue was to give search engines the proper directives so they would proceed with de-indexation and a proper 301 redirect strategy implemented in the .htaccess.
Risks that any web migration should avoid
Beyond more technical considerations and as a summary, the following situations should be avoided in any website migration process:
The foundation of a thorough audit
We ran an on-page audit of the project during the first month to detect potential anomalies and implement improvements that would let us lay out a logical, correct strategy. In parallel, we optimized titles and descriptions both on internal pages and on the blog, aiming to expand semantically the terms ranked.
A summarized outline of some actions taken in that audit included:
Local SEO for the main cities
We linked Google Business Profile (formerly Google My Business) in each region where Cuideo has a physical presence, and a GBP profile to the site, and rating data as well as reviews were printed onto the site, so they were always visible to both users and search engines.
We optimized the Google Business Profile listings. The actions we took are the usual ones, although one tip that may be useful: the destination URL was always set to the corresponding city page, not the home page, as is done on most websites.
Building links in local directories, city forums, and carefully managing the anchor text used in those links, as well as the depth level and authority of the links. In parallel, we started a strategy of positive reviews on the site's Google Business Profile listing.
The actions that made the SEO difference
To grow a project in SEO it's essential to know the niche, analyse it, extract its weaknesses and improvement areas, and apply those actions that will have the biggest SEO impact on the project. Getting this right is key to any project's success, once on a positive trend we can begin executing more specific actions that add an extra edge and push the project to Top positions for the keywords it cares about.
Ranked keywords
Regarding the terms currently ranked on cuideo.com, we need to distinguish between the more generic keywords and the more geolocalized service keywords (keyword + town or city).
The following table shows a small portion of the keywords ranked at national level for more generic terms:
In Local SEO we're ranked (among others) for the following most relevant terms:
Cuideo SEO Case Study summary
In just 7 months we were able to multiply x3 the organic traffic that the project had when it came into our agency.
Factors that drove the change:
Continuously reviewing the project's current state and running periodic audits is what allows us to grow month over month in its evolution, and, of course, without losing sight of the competition and the actions they take.