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Trylon was working with an agency prior that was using a grey area SEO strategy. They were creating blogs and creating tons of backlinks which were hurting Trylon’s SEO without them knowing.
They were getting around 2,000 visitors from a mix of Google ads & organic traffic.
We needed to cleanup Trylon’s SEO reputation and authority while bringing more organic traffic and offer solid long-term growth.
Trylon had been using Google ads for a long time. It was their main PPC traffic source, but the agency before us was doing a lot of black hat SEO which led to Trylon having malware on their website.
When you have malware once, Google pretty much bans you for years and so we needed to find another solution to bring traffic that converts at a scalable pace.
We segmented our strategy in four phases: authority cleanup, technical SEO, on page optimization and content + backlinks.
During our authority cleanup, we took off all the spammy links pointing to Trylon and installed “Sucuri” a company that maintains firewalls to keep Trylon’s website secure from malware.
During the technical SEO phase, we set up an XML sitemap, connected Google Search Console and optimized the speed of the website speed.
We then analyzed every page of the website to make sure there were inbound links, outbound links, the right title tags, meta descriptions and keywords.
Finally, we started creating content optimized for keywords we found relevant and represented an opportunity for Trylon as well as start do connect with other websites to grow the amount of backlinks Trylon has.
We first decided to map out the different audiences Trylon would target. By doing some research and talking with the client, we realized that there were three different persona’s: normal travelers, corporate travelers & students.
We then mapped out the sales cycle of their customers and this is what we came with.
Targeting new audiences with relevant articles about activities in Montreal, retargeting those people with articles that promote why Trylon is the best place to stay in Montreal to retarget those who’ve seen articles about Trylon with a carousel of apartments or pictures promoting Trylon directly.
SEO,Paid Ads,Paid Ads,Web Development,Content Marketing
Travel & Leisure
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The Canadian tax industry is very competitive. TurboTax and H&R Block are the giants in the space. SimpleTax came along with any innovatively easy product and fun product that challenged the status quo. The brought fun to a stale space. My job was to efficiently bring in new customers to simpletax.ca through primarily paid search, and assisted with paid social activities. It was very important the message was 'on brand' which had a more 'fun' approach than the competitors. We also had tight CPA requirements as the payment model was a 'pay what you want' or donation model.
What’s good for the user is good for search. The biggest challenge of the SEO audit for On One Studios (and all companies) is maintaining a customer-focused approach when optimizing.
Every action in the audit must answer the question: how does this help the user on your website? Each tweak needed to embody the core drive of the company.
We came up with a human-centric SEO strategy to guide my approach. The web audit was designed to address three critical issues:
Understanding the company’s core value proposition and drive.
Great tactics mean nothing without a proper guiding strategy. Before I started any optimization, I spoke with management on what constituted the company’s core drives. By understanding their unique selling proposition, I could write copy that reflected their goals.
Addressing website architecture problems with user-centric best practices.
The website needed to make sense to customers. From URL structure to homepage navigation, I needed to make sure each click on the website made it easy to get to a sale.
Identify competitor SEO strategies to implement off-page SEO tactics.
A key pillar of getting a site to rank is the number of backlinks pointing to it. I needed to create a comprehensive, white hat backlink strategy to boost the site’s domain authority. By looking at who our competitors were linked (and linking to), I got a sense of the types of backlinks I was looking for.
Social media Management
Social media Content
Keep existing customers and increase engagement.
Acquire new customers via social media posts, stories, and followings.
Target automotive enthusiasts who like similar pages.
SEO
Improve on page SEO, image Alt tags and meta tags.
Acquire backlinks and manage blog using keywords.
Remove duplicated content if there is any
Influencer reach out.
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