CEIC

The Challenge

CEIC approached Impression with the task of increasing organic leads and recovering rankings after being hit by a Google algorithm update.

CEIC provides two types of data plans for specific target audiences:

Professionals who require data insights on scale and on a regular basis
Professionals who require data insights on an ad hoc basis.

Specifically, we set out to:

1

Increase page 1 keyword coverage (Feb 2021-Jan 2022)

2

Increase organic traffic vs previous year (Aug 2021-Jan 2022)

3

Utilise organic channels to increase data plan subscribers vs previous year (Aug 2021-Jan 2022)

The Strategy

We set out with two initial strategies in mind when approaching this task:

A short-term strategy – targeting and optimising areas of the domain that received the most traffic to achieve higher rankings and to drive conversions

A long-term strategy – improving the domain’s overall indexation and content quality, as we discovered a number of pages that needed to be optimised.

1

Since CEIC’s domain was so vast, we needed to get a full picture of how many URLs were on the site to gain insights on indexable content and index traps. We used a cloud-based solution to crawl 6m+ URLs, as standard SEO crawlers lacked the RAM capacity for a site this large.

2

To identify areas for improvement for content on the website, we created a sitemap hierarchy that reflected the categorisation of indicators by country and content quality. We followed a set criteria for judging these pages and set out to optimise them.

3

We then divided the sitemap into new and old content, ensuring that new content was crawled more frequently. This was coupled with updating internal links on top level indicator pages, which would make it easier to find pages with indexation issues.

4

Rather than approaching content page by page, we developed our own automation programme using Python, which enabled us to improve and optimise content en masse across 6 million+ URLs.

The Results

We delivered huge traffic gains over the course of 12 months by focusing on scalable solutions using Python and Google Cloud, as well as finding innovative ways to report on success through sitemap reporting.

Impressed with the results we achieved, CEIC sought to enlist our CRO services to complement our SEO efforts and have been looking to expand their database even further as a result of this.

101%

Increase of page 1 keywords

78.45%

Increase in organic traffic

50%

Increase in ‘active subscribers’ to their data plans

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Scalable SEO solutions achieve 50% boost in organic conversions

The Challenge

Increase page 1 keyword coverage (Feb 2021-Jan 2022)

Increase organic traffic vs previous year (Aug 2021-Jan 2022)

Utilise organic channels to increase data plan subscribers vs previous year (Aug 2021-Jan 2022)

The Strategy

The Results

101%

78.45%

50%

Related case studies

SEO strategy supports long term growth

Master jeweller unlocks £1m in monthly revenue

Integrated strategy achieves 33% of unique visitor share

TALK TO AN EXPERT

Find out what we can do for your business