How Payless Promotions Increased Organic Traffic By 51%
From being hard to find in the SERPs to becoming a leading promotional products provider.
Challenges Faced By Payless Promotions
Payless Promotions is one of Australia’s most prominent providers of branded uniforms and merchandise. Prior to working with Creativolt, Payless Promotions had the following challenges:
What We Did
Performed Rank Diagnosis For Priority Head Terms
Through our proprietary diagnosis process, we performed an in-depth analysis of the top 20 priority keywords against key SEO best practices such as crawling & indexing, UX, content & links.
Conducted Keyword Gap Analysis Against Top Competitors
In order to uncover further growth opportunities, we performed a keyword-gap analysis to identify unique keywords for which the top competitors are organically ranking.
Resolved Duplicate Content Across Category Pages
Category pages with a high percentage of duplicate content were re-written from scratch to ensure that each page has unique and quality copy.
Increased NLP Optimisation On Category Pages
The content on the category pages underwent multiple rounds of edits to improve Natural Language Processing (NLP) optimisation. This was done to increase content depth and relevancy.
Upgraded Low Quality (And Dated) Content
Pages with thin, low quality and dated content were either upgraded, consolidated or 301 redirected to a more appropriate content asset.
Tested New Title Tags To Improve Organic CTR
Title tag variables were tested every 90 days for key category pages ranking in the top five positions. The aim was to maximise organic traffic by increasing organic click-through-rate.
Created Linkable Content Assets
To attract natural inbound backlinks, we built in-depth linkable content assets and resources. These assets were also used to boost topical authority for the site.
Launched A Targeted Link Building Campaign
Our measured approach to link building focused on acquiring quality backlinks from niche-relevant and authoritative sites.
Our Results
51.13% Increase In Organic Traffic YoY
The increased organic traffic predominantly came from category pages targeting keywords with purchase intent.
Ranked #2 Nationally For ‘Promotional Products’
With over 2,400 monthly searches, a keyword difficulty score of 46% and commercial search intent, the keyword ‘promotional products’ is a highly sought after keyword from promotional product businesses.
Ranked #1 For ‘Branded Shirts’
The branded shirts category was a key priority for Payless Promotions as it is a major source of revenue for the business. With over 200 monthly searches and a solid organic CTR, ranking in the first position for ‘branded shirts’ resulted in a steady flow of qualified organic traffic.
Ranked #2 For ‘Promotional Drink Bottles’
Drink bottles is a highly competitive category as most promotional product companies stock them in their range. The keyword ‘promotional drink bottles’ has over 200 monthly searches and traffic from this keyword has yielded high conversion rates.
Ranked #3 For ‘Corporate Gifts’
A high volume keyword with over 1,200 monthly searches and stiff competition from prominent companies such as The Hamper Emporium. It is another critical category for Payless Promotions as they have a large range of corporate gifts with high profit margins.
123.53% Increase In Domain Rating
The sustained acquisition of relevant and authoritative backlinks led to significant growth in domain strength. The stronger Domain Rating enabled Payless Promotions to increase and maintain rankings for highly competitive keywords.
How We Delivered
Keyword Mapping
As a key foundational pillar of our SEO strategy, we performed detailed keyword research and mapped primary keywords to URL. The keywords were prioritised based on their relevance, intent and impact on the bottom line for Payless Promotions.
Technical Audit
A detailed site crawl was performed using Screaming Frog and API connectors from Ahrefs & PageSpeed Insights. The crawl data was manually analysed to uncover site architecture and page-level technical improvement opportunities.
Streamlined Site Architecture
We meticulously combed through all of the primary category pages and identified overlapping pages. These pages were either consolidated or 301 redirected to make the site a lot leaner.
Page-Level Content Analysis
The on-page and off-page link profile was analysed for every single indexed category page. Metrics such as the NLP optimisation scores, average referring domains and internal link velocity were mapped out for each keyword.
Link Gap Analysis
The top three competitors with the strongest backlink profiles were used to perform a link gap analysis. Through manual analysis, we were able to pinpoint the most authoritative and relevant backlink targets.
SEO Actions Prioritisation
All of the improvement action items were collated into a single sheet where we categorised and prioritised action items for every single URL.
