SEO for a Staffing and HR Outsourcing Company Website
About the project
- Site type
- Service website
- Niche
- Staffing and HR outsourcing (B2B)
- Location
- Ukraine
- Language versions
- Ukrainian, Russian (the English version was not promoted)
- Domain age
- 6+ years
- Engagement period
- Ā āā Ā 1 year, 7 months
* ā This case study is also published on the agencyās website.
Key result
In 1.5Ā years, organic traffic grew 3.1Ć. The share of commercial keywords in Googleās TopĀ 3 rose fromĀ 23%Ā toĀ 49% (UA) and fromĀ 26%Ā toĀ 44% (RU); in the TopĀ 10, fromĀ 41%Ā toĀ 67% (UA) and fromĀ 50%Ā toĀ 78% (RU).
Results over time
Clicks and impressions from GSC for the last 16Ā months of the project
Organic traffic from GA4 (users from Organic Search) over the course of the project (Ā āā Ā )
Organic traffic (Google Analytics 4, users from search engines)
3.1Ć increase (+210%)
Google rankings of commercial keywords (Ukraine), ā
| Language | Top 3 | Top 10 | Top 30 |
|---|---|---|---|
| UA | |||
| RU |
% ā share of keywords from the tracked set that fell into the given range on the snapshot date.
Detailed breakdown
Problem
The client already had SEO experience, understood the value of the channel, and came with clear goals: push priority keywords for its core services into the TopĀ 5 and keep them there. Because the company works with a B2B audience, the job was not only to improve rankings but also to make the site easy to use and understand for the target audience.
These problems stood in the way:
- Technical and UX/UI: important structured data was missing, the XML sitemap contained errors, some elements (buttons in particular) didnāt work properly, the menu was hard to use, and the page templates lacked necessary sections (FAQ, internal linking, etc.)
- On-page: the site structure didnāt cover all priority areas, there was a shortage of informational content, and meta tags and copy needed optimization, among other things
Solution
At the start: competitor and site structure analysis, technical and usability audits, and identification of growth opportunities.
Then:
- Expanding the site structure and creating new service pages
- Informational content: a content plan for the blog with internal links to commercial pages, and later a glossary section on the site
- On-page optimization: rolling out meta tag templates with page-by-page refinement afterward, preparing optimized copy for pages, and improving existing copy and headings
- Technical fixes: structured data, XML sitemap, making site elements work correctly, etc.
- Improving usability and page templates: a user-friendly menu with a logical page structure, and adding important sections (FAQ, internal linking, etc.)
- Off-page optimization: analyzing the backlink profile, disavowing low-quality referring domains based on the results, and gradually growing the backlink profile
Result
Expanding the structure, working on content, and improving usability, backed by technical fixes and work on the backlink profile, strengthened the siteās visibility. Organic traffic grew more than 3Ć, and the share of commercial keywords in the TopĀ 3, TopĀ 10, and TopĀ 30 increased significantly in both language versions.