We were approached by the Imaginary Cloud representative about one year ago and were informed that they have an issue with the visibility of their blogs, with the ranking in SERP, and with the conversion of visitors into customers.

After the first meeting with the client, we made a very deep web audit to identify all of the possible causes for this issue, analyzing the client's website technical characteristics, content quality, CTR, bounce rate, SERP positions, doing the competitor research, and the findings were added into a well designed and rich SEO report which was delivered to the client and explained in more details during the following meeting.

During the web audit we have found that client page speed is very low. The page needed almost 20 seconds to open, thanks to the complex CMS they were hosting their website on. From the technical part of the website, some pages were too big, over 5 Mb, a set of broken links were found on the website, over 30 missing pages, and a bunch of page titles and meta descriptions were empty, which were reasons for not performing well in the SERP, and for the low CTR.

From the content part of the web audit, we found that a bunch of the pages have duplicate page titles, and empty meta descriptions, and that pages in general have too low a quantity of content on them. Also, during this check, we noticed that keywords on the pages were not used properly and that many of the pages were missing the call-to-action buttons.

At that point, the average SERP positions for all pages was 55.4 and traffic was fluctuating significantly from one day to another, showing the inconsistency and instability, which were caused by the different factors listed previously. Also, the Average CTR for the website was 0.8%, which is very low, and a clear sign that issues with the website should be improved.

In the role of adviser for this client, we have spent 28 hours working on their project doing web audits, writing recommendations, meeting with the client and presenting the findings, setting priorities, and recommending updates to the website. Also, during the 3 months we were engaged with this client, we provided training for their internal staff, which helped them to create better content.

Because of their contract with the supplier and the limitations of the CMS (which is often a big problem for company websites), unfortunately, they were unable to solve most of the technical issues on the website, so we concentrated on the things that can be done, and which would bring the maximum effect with lower effort.

At the moment of the first web audit, the client had approximately 200 impressions on Google per day, and the website was leading an average of three visitors per day. This situation required a fast reaction and already next day the first report was created and presented to the client, with prioritized actions and improvement steps.

At the first step, we have instructed the client to fix all broken links and the missing pages as the first step. From the technical perspective of the website, that was the maximum we were able to do at that moment. The next thing on the "menu" was to improve the page titles and meta descriptions, which immediately resulted in the growth of visibility from daily 200 on average to 800 per day on average. Unfortunately, the client was against the idea of improving the content by adding more text on the pages and was unable to fix the technical aspects of the website, so the rankings stayed pretty same, but with the same quantity of pages and SERP positions, the visibility in Google has grown for four times in a matter of few weeks, and the number of visitors has grown in the same period for seven times. At the same time, the training in properly writing the content for ranking was provided to a client, which has improved the equality of the content, and the SERP positions.

Today, one year later, the average SERP position of the client pages is 30.9, which is improvement for 20 positions in average. At the same time, in the 3 months, the client website has noticed the 8.3 million impressions in Google, leading the 91 thousand visitors to the website, which makes a tremendous and organic growth fantastic result in just one year, and without the continuous monthly support, while concentrating only on the factors we can affect.