Soliant and Sunbelt Staffing: Technical SEO and Content and Online PR Case Study


45%

increase in organic sessions


52%

increase in organic goal completions


115

links built

The Brief

Soliant and Sunbelt Staffing are two brands owned by Adecco, specialising in medical recruitment. One key area for both is nursing jobs, and in particular, travel nursing. In the recruitment market, the SERPs are dominated by general jobs boards such as indeed.com and Simply Hired, as well as local operators in each regional market. There are no local offices, which means that we cannot employ local SEO tactics such as Google MyBusiness pages.

Due to the nature of the industry, individual pages are added and dropped often due to jobs being available and filled. Prior to Search Laboratory, Soliant had been under a manual action penalty.

The main objective of this campaign was to increase new users and conversions for their websites.

The Strategy

Content and Online PR

Soliant

Search Laboratory secured 80 links to the site, and ten pieces of coverage. The average domain of those sites stands at an amazing 53.6.

The focus was to secure authoritative and relevant links from the medical niche. This has been achieved through various tactics and campaigns, one of which was Soliant's Most Beautiful Hospitals Campaign. The content and online PR team drove entrants to the competition by contacting relevant hospitals and local/national media outlets, which in turn led to links and coverage for Soliant. Follow-ups with the hospitals and their local media were done once the shortlisted hospitals and winners were selected to drive traffic, votes and more coverage.

The campaign drove 3,904 sessions, 59 links and nine pieces of coverage.

Soliant COPR

Sunbelt Staffing

Search Laboratory secured 35 links and 26 pieces of coverage from the  recent campaign titled ‘America's Most Googled Ailments'

The campaign centred around using Google Search Trends to find out which ailments US regions were searching for the most. The following topics were covered:

  • Mental health  
  • Sports injuries
  • Respiratory
  • Dermatological
  • Digestive  
  • Common ailments.

Common_Ailments_Small

The aim of the campaign was to get Sunbelt Staffing mentioned in top US publications, as well as securing quality links to the homepage.

The campaign was covered by Men's Journal, CNET, Mental Floss and MSN.

Technical SEO

Soliant

  • The disavow file has been updated recently, removing the most toxic links

Sunbelt Staffing

  • A drop-down navigation was added to aid crawl efficiency and user experience. This gave search engines global access to deeper pages
  • The disavow file has also been updated recently, removing the most toxic links

Results

Soliant

  • SEO visibility up 450 (1/1/17) to 654 (28/02/17)
  • Organic sessions up 44.57% YoY
  • Organic new users up 42.72% YoY
  • Organic goal completions up 52.30% YoY
  • Mobile organic sessions up 72.06% YoY

Soliant

Sunbelt Staffing

  • SEO visibility up 116 (1/1/17) to 257 (28/02/17)
  • Organic sessions up 39.88% YoY
  • Organic new users up 31.71% YoY
  • Goal completions up 94.41% YoY

Sunbelt Staffing