Case Study: Google SEO Audit for a Translation Company
This Google SEO Campaign needed a tailored approach to keyword optimization, combined with a deep understanding of the target audience’s needs, positioned the company for continued growth in the competitive translation services industry.
When Build Ads Online partnered with Translations.ph, a leading translation company based in the Asia-Pacific region, the goal was clear: to increase organic website traffic and improve the user experience, particularly in the Philippines.
With a competitive landscape dominated by well-established players, the challenge lay in leveraging SEO strategies to enhance the company’s visibility and drive more conversions.
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Translations.ph is a starting name in the translation services sector, and their online visibility was falling short. They ranked 11th in traffic generation across the Asia-Pacific region, with direct competitors surpassing them in organic and referral traffic.
The Challenge: Strengthening Online Presence in a Competitive Market
The company was eager to capture a larger share of the market, especially in key services like certified translations, Interpreting services, and translations services. The primary objective of this campaign was to conduct a comprehensive Google SEO audit to identify opportunities for growth, optimize the website for relevant keywords, and implement strategies that would drive more qualified leads.
The strategy: Conducting a Comprehensive SEO Audit
The first phase of the campaign involved a deep dive into the website’s current SEO performance. Our SEO audit revealed that Translations.ph was not fully capitalizing on valuable keywords and search queries related to translation services.
Competitors were dominating the organic search space by optimizing for niche, high-traffic keywords, while Translations.ph had room to grow.
We identified several untapped keywords that the company was not ranking for, including:
- Certified Translations
- Iqama translations
- Translations service philippines
These terms were highly relevant to the target audience and presented clear opportunities to improve organic rankings.
Crafting a Content Creation Strategy Aligned with User Intent
With this knowledge in hand, our next step was to develop a tailored content creation strategy that aligned with user search intent.
We worked closely with the customer to produce targeted blog posts and website content designed to address the needs of potential customers.
For example, many Filipinos were searching for translation services related to birth certificates, educational transcripts, and other legal documents, often needed for studying or working abroad.
We crafted content that not only addressed these needs but also provided practical advice and guidance on the translation process.
In addition, we developed localized content aimed at attracting audiences from Japan and Korea, two key markets identified during the SEO audit. We created articles on cultural nuances and translation needs for individuals planning to live or study abroad in these countries, further aligning with the target audience’s search patterns.
Optimizing for SEO
With the new content strategy in place, we shifted our focus to the technical side of SEO. By optimizing meta tags, headlines, and image alt text with high-value keywords, we ensured that Translations.ph would rank higher for key search queries.
Additionally, we improved the website’s loading speed by compressing images and optimizing file naming conventions, ensuring compliance with Google’s best practices for SEO.
We also integrated SEO-Optimized images and videos throughout the website, enhancing user engagement and improving the overall visual experience.
Throughout the campaign, we maintained a collaborative relationship with Translations.ph.They were given full flexibility in the creative process, with the ability to refine and modify content to ensure it resonated with their target audience.
This collaborative approach allowed us to align our strategies with their brand identity and goals, while ensuring that the content remained relevant and engaging.
Results:What went well
As the campaign progressed, our weekly performance reports highlighted key areas of growth. We tracked keyword rankings, traffic volume, and user engagement, comparing the data to industry benchmarks and historical performance. The results were clear:
- Keyword Optimization: By fine-tuning meta tags, headlines, and other on-page SEO elements with highly relevant keywords, we boosted the click-through rate (CTR) and improved organic visibility. For example, after optimizing for “Professional English to Tagalog Translator,” the website saw a significant uptick in organic traffic from users specifically searching for those services.
- Content Strategy Success: The blog posts targeting educational document translations and birth certificate translations resonated strongly with users, driving both engagement and conversion rates.The content was not only informative but also aligned with the search intent of potential customers, positioning Translations.ph as a trusted resource.
Key Takeaways for Future Campaigns
- Early Implementation of Lead Generation: Midway through the campaign, we added a lead generation form, which boosted leads by 10%. Implementing this earlier could have resulted in even higher lead volume, suggesting that early lead generation should be a priority in future campaigns.
- Image Optimization: Although we optimized image alt text and naming conventions, we identified room for improvement in this area. Enhancing these elements could have further boosted search engine visibility.
- Content Diversification: Incorporating more diverse content formats, such as videos and infographics, could expand organic reach even further and engage users more effectively across platforms like YouTube and TikTok.
Through a combination of SEO best practices, targeted content creation, and ongoing collaboration, Build Ads Online successfully improved the organic traffic and user experience for Translations.ph.
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Kristofer Lazona
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