Investment News SEO Case Study
900,000 pages migrated
61% increase clicks
34% increase impressions
513% increase in P1
Industry
Finance, Publishing
Services
Technical SEO, Website Migration
About the Client
Investment News is a title owned by Key Media. Key Media began life in the early 2000s, publishing a single B2B magazine with four employees in just one office. Fast-forward to the present day and Key Media is one of the leading niche publishing companies in the world, with over 300 employees across eight countries, including Australia, New Zealand, Philippines, USA, UK, Korea, Antigua and Canada.
SEO Tactics
We had to breakdown the migration into two phases in order to ensure that every url was changed to the new structure across hundreds of thousands of URLs.
The first phase focused on all category landing pages, and the second phase focused on all news articles.
There were over 120 topics previously, we condensed these down into 24, which enabled us to focus on the most important keywords and group the topics into those.
We were then able to assign a topic to each news article, and ensure that the topic was included in the news articles URL structure. This enabled the URL to flow from the category landing page, but also provided relevance in the URL structure for ranking purposes.
Our tactics included:
- Keyword research to determine the most appropriate keywords for each category
- Extracting topics from articles to allow us to create structured folders
- Organising the urls into categories so that the url was keyword focused and optimised
- Running staging checks across both phases to ensure the migration ran smoothly
- Post-migration reporting to track progress
Working with a client that is so responsive and organised made the work a pleasure. A big part of SEO success is your ability to implement and having a partner like the Investment News team made our job as an agency that much easier.
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Ranking Results
Organising the URL structure allowed Investment News to rank P1-3 for terms such as ‘ESG investing news’, ‘alternative investment news’, ‘retirement investment news’ and more.
Our client saw:
- 61% increase in clicks YoY
- 34% increase in impressions YoY
Looking at March YoY data 2024 vs 2023, all keyword groups improved:
- Top 50 up +57% YoY
- Top 20 up +70% YoY
- Top 10 up +194% YoY
- Top 3 up +276% YoY
- Top 1 up +513% YoY
- All KWs up +81% YoY
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