Google thrives on innovations and looking ahead in the future of online business. It is no wonder it is a premier search engine used globally and keenly followed by digital marketers and experts in the online industry. The best thing about Google is that it keeps the user’s interest at top priority. Google always makes a point to understand its stakeholders’ point of view by regular interactions via conferences, meet-ups, keynotes, and Q&A’s. Google’s approach is a fantastic way to get direct feedback and get to know any search-related issues that users or digital marketers might be facing. In addition to problems, it also helps in hearing the success stories that can be showcased and utilized to help online businesses flourish.
Most recent search algorithm updates from Google have been around Semantics, NLP, Artificial Intelligence, and Local Search. The trend tells that Google wants its search engine to give results that are closest to the human thinking pattern. Digital marketers also need to think similarly; they have started to focus on providing Local SEO Packages to online businesses and service providers. They understand the importance of creating local content, optimize for Google My Business listing, add location details on web pages, and ensuring the sites are mobile-friendly.
Google’s new series of Blog Posts
In April 2020. Google launched a series of blog posts that aim to share success stories to highlight search engine optimization value. Google has dedicated this series to SEO case studies. Coming from an official platform, “Google’s Webmaster Central Blog,” these blogs will act as an excellent resource for industry experts as well as new professionals. As per Google, the case studies are intended for people who may need a little extra convincing to invest in SEO, or implementing structured data can be beneficial for online business.
Google is inviting industry professionals to contribute their interesting case studies. You can also submit a talk proposal through Webmaster Conference near your area. If found worthy, you might be featured on Google Blog Post or presenting your case study in a Google Event. The other resources for case studies and helpful content are Google’s help center, developer site, or YouTube channel.
The Success Story of Suramin
Google’s Gary Illyes and Alice Kim shared the very first case study in this series. The blog post is about why one should invest in Search Engine Optimization (SEO) and how investing in it led to significant growth.
Google’s representatives met Moon Tae Sung, who manages SEO for Saramin, one of Korea’s most significant job portals. Suramin offers vital services, including:
- Recommended job postings.
- Company and salary information
- Job search and submit job applications.
- AI-based services for Interview preparations.
Job seekers visit Saramin’s website to look for jobs, submit applications, and access relevant details about job searches.
Started with Basic – Google Search Console
Saramin’s SEO effort began in 2015 with Google Search Console. They realized that SEO effort requires time and dedication. One cannot get the results immediately; they spent a year identifying and fixing crawling issues identified via search console. The results were encouraging. This first action resulted in a 15% increase in organic search traffic.
This initial success meant Saramin was eager to invest more. However, they decided to spend more time understanding how they could make their site more search engine friendly. They used resources such as the developer’s guide and help center articles whenever they ran into an issue. The goal was to understand what does Google Search algorithm looks for and customize the site accordingly.
More significant Steps towards Optimization
After the initial success and time invested in studying Google resources thoroughly; Saramin implemented gradual changes like:
- Removing poorly written cluttered and useless meta tags.
- Using rel-canonical content.
- Removing duplicate content.
- Applying appropriate structured data based on search gallery review.
For valuable Insights, Saramin used additional Google tools such as:
- Structured Data Testing Tool
- Mobile-Friendly Test
- AMP Test
- PageSpeed Insights.
Eventually, the hard work paid off as the errors in Search Console’s Index Coverage report turned from red to green. Suramin also achieved an accelerated increase in organic traffic.
End Result: Traffic Doubled
The strategy of improving the website gradually and making adequate progress worked. The real exciting result was an increase in organic traffic, and the quality of traffic also went up. Suramin was able to achieve a 93% increase in the number of new sign-ups and a 9% increase in conversions.
The numbers tell that their effort delighted not only the existing users but was able to engage new users successfully. Suramin continues to invest more and more in their SEO goals.