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ABC Bullion’s SEO Transformation

by | 13 Sep 2024 | Uncategorised

ABC Bullion’s SEO Transformation
Elisenda Picart Valls
SEO Director
Ardent

ABC Bullion needed a site to match their industry leadership. Our SEO team tackled complex technical issues and optimisation gaps, dramatically enhancing their visibility. The results were extraordinary, with traffic surging and user engagement skyrocketing.

Increase in keywords

%

Increase in users

%

Increase in sessions

%

The Business

ABC Bullion, Australasia’s largest independent bullion dealer, came to Ardent’s expert SEO team to improve their website’s organic presence. As a company specialising in precious metals, they needed a robust online presence to match their industry leadership and status but their current website lacked optimisation. We worked on a thorough SEO strategy, addressing both on-page and technical aspects to optimise their website.

The Challenge

The primary challenge faced by ABC Bullion’s website was its complexity. At its core were technical issues, ranging from arising difficulties from the continuous introduction of new products to complications with dynamic URLs.

Moreover, the website’s inherent complexity was amplified by the presence of custom-built features, including live gold price updates. These elements not only added layers of complexity, but also presented unique challenges for optimisation efforts.

Additionally, the site was missing some key SEO components, making it tough to rank organically.

Our Process

Our process kicked off by getting back to the basics of SEO. We focused on keyword research and mapping these keywords to the corresponding landing pages. We then worked to optimise headings and refine meta tags to enhance visibility and relevance. We implemented an internal linking strategy to bolster the site structure and used the content and analysis from the ABC Bullion blog to reinforce the relevance of the main pages.

Then we detected and fixed the main technical errors. As we know, mobile compatibility is key, so we ensured the site worked seamlessly on smartphones. We also provided comprehensive conversion rate optimisation recommendations aimed at increasing user conversions and maximising the website’s effectiveness in driving business objectives.

And, of course, we stayed on Google’s good side, following their rules to keep ABC Bullion visible and ranking high.

As ABC Bullion embarks on creating a new website, our commitment to optimising its SEO remains unwavering. With our expertise, we’ll make sure the new site is ready for success, perpetuating the exceptional performance achieved thus far.

The Impact

Our efforts led to significant improvements in ABC Bullion’s online performance, with some months seeing over 100% year-on-year growth. Following major Google core updates, the website experienced a notable spike in traffic, accompanied by a remarkable increase in click-through rate from 4% to 10%. These results underscored the effectiveness of our SEO strategies in driving both traffic and user engagement.