SEO Success for Tollfreeforwarding.com | Search Laboratory
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117% increase in goal completions YOY for Tollfreeforwarding.com

SEO management case study

The brief

 

TollFreeForwarding.com is a telecommunications company based in Los Angeles, providing international toll-free, local and virtual numbers.

TollFreeForwarding.com came to Search Laboratory after their visibility dropped significantly because of penalties obtained from Google Penguin and Panda updates.

The objective of the campaign had been to recover positions and visibility and then grow this progressively, leading to higher conversions. This has been combined with future-proofing the website against future penalties and algorithm changes.

The emphasis was focused on removing the key black hat tactics that Google had targeted with algorithm updates, while a specific focus was on building quality and natural link targets across the website to have a positive impact on overall authority and website health.

117%

increase in goal completions YOY

100

links acquired

89%

increase in keywords in top 3 of SERPs

The solution

 

Technical SEO

 

Search Laboratory’s initial focus for SEO was to do a website audit of the client’s backlink profile. The client had historically acquired toxic links and required intense monitoring across several months.

This was due to significant volumes of bad links being uncovered on a frequent basis. Search Laboratory carried out the following work:

  • Backlink profile monitored using several tools over time and any new toxic links were added to the disavow file
  • Initial disavow file was audited with any good websites being removed completely. Any evidence of toxic links on good websites were changed to individual URLs to avoid impact on any future linkbuilding activity.

Additional work includes:

  • Service menu been added to the main navigation
  • Orphan pages repaired with internal links and additional content
  • Management of Google Search Console and error checking.

Content and online PR

 

Content and Online PR focuses were to create insightful and relevant content towards business publications. This was a key focus for the client as B2B is the most profitable area from leads.

 

This was achieved through:

 

  • An innovative creative campaign calculating how much it would cost ET to phone home. This combined a parallax design page, well-researched data and a wider business hook. The aim of this was to seed it on catalyst websites across business, technology, geek and sci-fi niches
  • Survey into Customer Loyalty which included unique research into how companies could strive to keep and create loyal customers
  • Well-researched content pieces, such as whitepapers into effective communication, which could be used for content marketing targeting a host of different areas
  • Providing contributed content on external websites.

Content and online PR results

 

  • 100 links acquired and 29 pieces of coverage with average DA of 45
  • Links on websites including Gizmodo, MSN, RadioTimes, NetworkWorld, PR Daily, DigitalSpy
  • International links on websites in Germany, Czech Republic, Spain, Peru, Australia, Argentina and Slovakia
  • ET Project acquired 26 links and 15 pieces of coverage to date
  • Nearly 100 social shares linking to the ET coverage.

Strategy results

 

Nearly 8000 domains have been disavowed in total showing the extensive amount of work undertaken.

Coupled with other SEO activity and COPR, this has led to the following results:

 

  • All goal completions up 30.71% MoM
  • All goal completions up 117.71% YoY
  • Paid sign-ups increased by 24.75% YOY
  • Number of keywords increased from over 300 (Sept 2015) to 5306 in November 2016
  • Volume of keywords increased by 42% since September 2016 alone
  • 89% increase on keywords in top 3 of SERPs since September 2016
  • 5% increase on keywords on page 1 of SERPs since September 2016
  • Huge visibility increase since Penguin algorithm update in October 2016.

The Future of SEO (Report)

 

Decoding cutting-edge search updates to create a future-proof organic strategy

 

SEO is evolving at a rapid pace in today’s digital landscape. Search journeys are becoming more fragmented across multiple channels, the implementation of generative AI is rising and changes to Google algorithms are leading reasons for shifts in SEO habits worldwide.

Our Future of SEO report addresses these concerns and our Head of SEO, James Bentham, and Director of SEO, Amy Banks, provide insights on how marketers can ensure SEO thrives in this evolving ecosystem. By providing future-proofed solutions, businesses can achieve prolonged growth and sustainable success.

Read our Future of SEO report to learn more

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