A home renovations platform wanted to increase their organic traffic and improve conversion rates. Its main customers are new homeowners who have received the keys to their empty units, and want to renovate it before moving in.
Based on an understanding of the user journey, homeowners typically want to get an idea of renovation prices in order to allocate their budgets. There was an opportunity to rank well for these high-conversion “renovation price” keywords and drive targeted traffic to the platform.
Keyword Research
- Conduct thorough keyword research using AnswerThePublic and Google Search Console
- Analysed competitors’ sites, industry forums, and social media to understand the language and concerns of potential customers
- Identify a set of potential keywords based on search volume, relevance, and competition
Selection of High-Conversion Keyword:
- The list of keywords was narrowed down to those in the decision-making stage of their purchase process
- The keyword “renovation price malaysia” stood out because it had a substantial search volume and indicated a specific user intent
Content Development
- With the keyword selected, an in-depth article was crafted titled “How much does a home renovation cost today in Malaysia.”
- The content provided valuable information on renovation costs, catering to user intent and potentially leading to higher engagement and conversion.
- The article was optimised for SEO by integrating the keyword naturally into the title, headers, and body text
On-Page Optimisation
- Ensure that all on-page elements, such as meta titles, descriptions, and image alt texts, were optimised with the target keyword
- The article was structured with clear headings and subheadings for better readability and crawlability
Results
Within 8 weeks of publishing, the article had climbed into the top 10 position in Google Search.
Over this time, it received:
- Total Impressions: The article received 8.49K impressions, indicating that it appeared frequently in search results.
- Total Clicks: There were 223 clicks to the article, reflecting high user interest and effective targeting.
- Click-Through Rate (CTR): The CTR was 2.6%, showing a decent engagement level relative to the number of impressions.
The strategic selection of a high-conversion keyword and the creation of targeted content significantly enhanced the platform’s online visibility and potential for conversions.