Human Resources SEO Case Study: How To Boost Revenue With Growth Hacking

Even though all of tasks above are essential, the most important task in this project was the keyword mapping report, which we completed on month two. 

Why? This basically maps out ALL your focus keywords, primary keywords and secondary keywords on all current and future pages on your site. 

It’s essentially the blueprint that helps Google build a foundation for a company’s relevance in the industry. It also helps you organize, plan for future products, blogs and much more. From there, we redesigned, reorganized, and reworded all target pages adding mobile-friendly call to action buttons on hero sections and/or right under hero sections.  

Since it was on Wix, we had some limitations of what we could do with speed, but we essentially compressed ALL images and added relevant alt text, and geo tags on location based pages. 

By Geo tagging location specific pages, adding location specific addresses, location specific phone numbers  and combining with Google my Business optimization we boosted local organic traffic in Tennessee, where one of their offices was located. 

Step #2 – Site Structure 

None of their blogs or pages were structured correctly with proper headings. This is a very common issue with sites that were built with a web developer who does not know about SEO. This is important because you want to help Google find out what the most important information on each page is. 

Step  #3 – Business Software Advice & eCommerce platform

 Here we looked at the internal costs and since CuriousCheck rates and provides a business listing of ONLY top rated companies, we can provide added discounts on software. We first moved them away from the clunky and expensive email marketing software Mailchimp and moved them to ConstantContact instead. 

One of the main challenges background screeners face is having to wait net 30 for payment as well as a lengthy onboarding process with numerous touches involved prior to “closing a contract”. 

Even though Wix is limited in numerous ways, we were able to custom build a fully compliant eCommerce platform through an amazing shop builder called Ecwid with the variables required to make it efficient internally and user-friendly. This made our client stand out from at least 90% of their competitors alone. 

Since we were in a pandemic, we spotted a MASSIVE spike on “Background Checks on myself” search queries and pushed this product with SEO as well as employment and tenant background checks. Not to mention, we saw a MASSIVE difference between the industry word “background screening vs Background Checks”. So we focused the eCommerce platform pages using longtail keywords mentioning background checks instead of background screening.  

Within 4 months, they received a 200% increase in monthly sales, started ranking for keywords specific to their prospects…but the best part…customers were paying upfront! 

Some More Software Advice

Other software we helped the client cut costs and become more efficient was their phone system, with Phone.com…which lets remote employees use business lines through their cell phones for literally 20 bucks a month). 

We trained and integrated Calendly with the sales department and certain parts of the website as well as provided proposal software called Proposify. These two modern software services decreased the sales cycle by at least 30%. 

Finally we experimented with Proof, a social proof software that lets customers know certain customer data on a website…but for their industry, it didn’t make an impact on their sales so we dropped it. 

…. and don’t forget to analyze User Experience

We created a custom built dashboard on Google Data Studio, analyzing site-health indicators, such as CTR, impressions, clicks and bounce rates.

Then, since we knew Google’s December 2020 update focusing solely on Page-Experience was quickly approaching, we installed click-heatmaps and user records to make sure the site was as user-friendly as possible

Step #4 – Backlink Outreach and PR

Even though we were already adding the company on niche specific directories, Reddit feeds and a couple other nofollow backlink type of tactics, with the content we had, we wanted to now reach out to relevant industry leaders and sites that would provide us with backlinks. We wont go into detail here with this as that would take at least 5 other blogs, but we were able to gain valuable backlinks. 

With good non-spammy press release distribution networks and our niche specific media partners, we increased their web presence and were able to receive some decent journalists/bloggers to provide valuable dofollow backlinks back to their domain