SEO Case Study: Project Overview

Big Fox Agency partnered with Canada Career Counselling to boost their online visibility, attract high-intent organic traffic, and improve conversion rates. Our strategic approach focused on refining their site structure, optimizing content for competitive search queries, and enhancing the overall user experience. Through our dedicated efforts, we significantly improved their search performance and lead generation.

Our On-Page SEO & Content Enhancements

What We Achieved: Streamlined Navigation & Content Segmentation:
‍We restructured the website to clearly delineate services for individuals, organizations, and schools. This reorganization made it easier for both search engines and users to navigate the site, leading to improved engagement metrics.
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‍Optimized Service Pages:
We revamped key service pages to capture a broad range of relevant search queries. By targeting competitive keywords and crafting compelling content, we ensured that potential clients found the information they needed at every stage of their decision-making process.
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‍Trust & Authority Building:
We highlighted media mentions and team credentials throughout the site. Showcasing appearances on CBC News, Global News, The Globe and Mail, alongside emphasizing the team’s advanced qualifications, bolstered credibility and trust with prospective clients.
‍Content Strategy Execution:
Our team revamped the blog and resource sections to target long-tail keywords related to career development and job search strategies. This content not only enhanced organic visibility but also served as a valuable resource for users, increasing dwell time and engagement.

Technical SEO & User Experience Optimization

Our Technical Improvements Included:
Enhanced Mobile Optimization & Responsive Design:
We ensured that every page delivered a seamless experience across all devices—a critical factor in today’s mobile-first indexing environment.
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‍Optimized Page Speed:
By compressing images, leveraging browser caching, and fine-tuning code, we reduced page load times. This not only improved the user experience but also contributed to higher search rankings.

‍Structured Data Integration:
We implemented schema markup (LocalBusiness and Service schemas) across key pages. This allowed search engines to better understand the site’s content and led to the appearance of rich snippets in SERPs, further driving click-through rates.

Driving Traffic & Conversion Results

Our Conversion-Focused Strategy:
Optimized Calls-to-Action (CTAs):
We redesigned CTAs across the website, creating clear, compelling prompts that led visitors to contact forms and consultation pages. This directly contributed to higher conversion rates.
‍Segmented Lead Capture Forms:
Recognizing the diverse needs of individual and organizational clients, we customized lead capture forms to ensure a seamless, user-friendly experience. This approach improved the quality and quantity of leads generated.
‍Improved Internal Linking & User Journey:
Through strategic internal linking, we guided visitors from informational content to conversion-focused landing pages, effectively nurturing leads through the conversion funnel.
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‍Traffic & Conversion Highlights:
Organic Traffic Growth:
Our comprehensive SEO strategy resulted in significant gains, including 285,000 impressions and 4,150 clicks over a three-month period. These numbers underscore the effectiveness of our keyword optimization and content strategy in capturing high-intent search queries.
‍Higher Conversion Rates:
With optimized CTAs, improved user experience, and segmented forms, the website experienced a notable uplift in conversions. The increase in quality traffic directly translated into a substantial number of high-quality leads.

Strategic Recommendations & Future Steps

Based on the success of this project, our continued recommendations for Canada Career Counselling include:
‍Ongoing Metadata & Schema Enhancements:
Regularly update meta titles and descriptions to reflect evolving competitive keywords and integrate additional schema types as needed.
‍Content Expansion:
Continue producing high-value, keyword-rich content that addresses common career challenges and success stories. Leverage internal linking to further distribute authority across the site.
‍Advanced Analytics Implementation:
Utilize robust tools (e.g., Google Analytics, Hotjar) for ongoing monitoring of user behavior, allowing for fine-tuned conversion rate optimization (CRO) strategies.
‍Sustained SEO Investment:
Maintain a focus on refining on-page and technical SEO elements to ensure long-term visibility and continued organic growth in an increasingly competitive market.

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