SEO challenges

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.

PPC challenges

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.

SEO process

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.

PPC process

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.