Local SEO Success Story: WebQuest & Client Case Study

Campaign Objectives

Clinet approached WebQuest with a brief to:

1. Increase the website visibility in Dubai.
2. Increase client footfall to the store.
3. Increase inquiries and phone calls from new clients.

OBJECTIVES

Client and WebQuest agreed to the following:

1. Keywords – to rank for a variety of research based and transactional keywords in English, on the first page. 
2. Traffic: To improve the total Organic traffic by 200
3. Inquiries: To increase the number of callers and visitors to the shop by 100%

Target Audience & Strategy

TARGET AUDIENCE

• Region: Dubai – UAE.
• Languages: English.
• Age: 30 – 50.
• Gender: Primarily Male as direct clients or Females looking for gifts for their partners/family.
• Intent: Individuals looking to commission bespoke suits, blazers, shirts, pants, and hand-made shoes.

STRATEGY

To reach the target demographic and meet our objectives, we would undertake:

• Research: breakdown searches & understand their intent.
• Keyword research and mapping: defining search inquiries, defining attributes to the inquiries, defining questions around inquiries, categorizing search intent.
• Website: restructuring website and add sections to capture all targeted services.
• Reviews and continuous feedback with client.
• Reporting: Google Search Console, Google Analytics, Google Data Studio, Semrush, and ahrefs.
• Localization: Dubai – UAE.
• Website optimization: improve website crawlability, load-time optimization, content, images, back links, landing pages.

Implementation & Creativity

IMPLEMENTATION

The Client website is built on WordPress with a customized theme. This helped us utilize existing SEO WordPress plugins as well as WordPress’s Blog functionality. Our implementation approach was built on:

• Keyword research: Conducted globally and within the UAE to identify trends and local opportunities. We also created scripts to automate intent classification, clustering, to determine which sections need to be updated and which need to be created. 
• Website restructure: Created a new URL structure, internal linking structure, removed non-performing posts, configured on-page elements, created new pages, reconstructed XML sitemaps, enhanced core web vitals performance, added schema implementation.
• Content: Created fresh, well researched, and well written blogs on a monthly basis. These blog posts where mainly targeted for informational top of the funnel search terms.
• Google My Business: Optimized the GMB listing for the client to enhance visibility in the local-pack as well Google Maps. 
• Reporting & Analytics: Built a custom Data Studio dashboard that integrated with the Google Search Console API and the Google Analytics API in order to provide a more comprehensive view of search performance and organic users behavior on the website. Additionally, we tracked a set of targe keywords across desktop and mobile devices. 

CREATIVITY

• Images: Encouraged the client to run their own photoshoot order to provide high-quality unique images that can be used for the website and the campaign.
• Schema implementation: The website lacked implementation of Schema elements. As part of our implementation we added a multiple schema types across the website:
  • LocalBusiness.
  • Breadcrumb.
  • FAQPage.
  • Article.

Challenges Faced and How These Were Overcome

The main challenge we faced was about the need to create the right content:

• Justifying the need to create separate pages for each service offering.
• Justifying the need for creating blog topics that addressed information-based questions.

To overcome these objections, we started with a couple of dedicated service pages and focused blogs that after a few weeks of publishing started appearing for very relevant searches. Once the data was clear, the go ahead was given to proceed for all other pages.

Results & Evaluation

RESULTS 

1. Keywords – Client now ranks for a large number of search terms in both the local-pack as well as the organic results section.

2. Traffic – On GA – Organic Traffic grew by 323% YoY when comparing May 2022 vs May 2021.

GSC Impressions & Clicks evolution:

3. Inquiries & Visits – The number of inquiries received from the website increased by 175% when comparing May 2021 vs May 2022. This is not to mention the noticeable big increase in phone call inquiries and footfall into the shop.

 

CLIENT SATISFACTION

The Managing Partner commented: “We are pleasantly surprised with how well our SEO campaign with WebQuest was executed. Not only has our online visibility multiplied, but the number of calls and walk-ins from new clients is at a level we never thought was possible. We are looking forward to a continuing relationship with WebQuest for the foreseeable future”.

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