MerchantsCX - An international SEO Strategy
Embracing the surge in international interest for South African BPO, MerchantsCX turned to us to build out an comprehensive organic strategy to effectively build visibility in new markets.
our approach to the new market problem
A double whammy in discovery – not only was an entirely new website required for MerchantsCX, but we also learnt in the process that their existing domain was owned by an entity unwilling to work with us and waiting for an excuse to .
Our approach was holistic: determine new domain options, craft a UI/UX in line with business and web goals, and build out a comprehensive international SEO strategy.
Productisation
Early on in our discovery and research we identified that MerchantsCX were using language, service categories and acronyms that were inconsistent with industry norms. Alongside this there were existing service categories offering solutions very similar (or in some case identical) to others in their service line-up, leading to canibalisation and reduced organic SERPs performance. These issues can cause confusion and friction in the lead generation process.
Enigmatik offered a full keyword research-led Productisation solution to effectively package MerchantsCXs’ solutions into logical, clearly differentiated services, increasing organic ranking opportunity and limiting new customer friction.
Website & technical SEO
Through multiple strategy sessions, a new domain and adjusted brand identity was developed.
We devised a WordPress-based multisite solution to target individual markets, building out a simple but effective site structure and content strategy that would speak to local markets where they’re at.
The UI/UX was crafted in Figma, then built out in WordPress using a href lang solution alongside an IP-based Geolocation redirection solution that served specific site versions to their intended markets.
onsite SEO, content & outreach
Unique keyword-led onpage content for four different markets was crafted, maintaining MerchantsCX’s tonality and core brand messaging in every touch point.
All onsite elements were keyword optimised following SEO best practices to drive ranking performance in new markets. We built out unique content strategies for each markets, identifying pain points and business verticals unique to those markets in order to serve genuinely valuable solutions to these markets.
Enigmatik also built out a sustainable Outreach strategy for long term link building success to boost the new site authority and organic rankings over time in existing and new markets.
Results
An overall 164% increase in overall Organic Traffic, with new markets achieving increases of:
- UK – 207%
- Australia – 1,182%
- Canada – 283%
Our client has been overwhelmed by the success of the strategy and uptick in qualified onsite conversions. The website has been handed over to an internal team who now drive web strategy on an unstoppable foundation.
