Skip to content
Client X delivers specialised, customer-focused marketing research solutions that help clients in building brands, shopping strategies and driving profitability. Their services span various industries, utilising a comprehensive array of research tools to maximise research investments. In addition to designing and managing research projects, Client X integrates and enhances their clients’ existing information to extend its value.
increase in organic traffic
increase in organic conversions
increase in impressions
Client X delivers specialised, customer-focused marketing research solutions that help clients in building brands, shopping strategies and driving profitability. Their services span various industries, utilising a comprehensive array of research tools to maximise research investments. In addition to designing and managing research projects, Client X integrates and enhances their clients’ existing information to extend its value.
increase in organic traffic
increase in organic conversions
increase in impressions
Client X came to Ruby Digital for SEO services as they wanted to increase their leads, specifically those purchasing reports or enquiring about the reports that they offer. They additionally had a focus on priority keywords that they want to appear for as their business is within a niche market. Partnering with Client X, Ruby Digital compiled a comprehensive SEO strategy to build on their business objectives.
We encountered two specific challenges – the first was that their report PDFs were ranking for targeted keywords instead of the actual report pages. This happened because the PDF files were treated as independent web pages with readable and crawlable content, causing them to outrank the report web pages. This issue also complicated traffic tracking, as the session source changed when users accessed the PDFs, resulting in an inaccurate representation of website traffic.
The second challenge was Client X’s position in a highly competitive and niche market. Our research showed that many businesses prefer in-house market research specialists over external providers due to advantages like quicker response times and customised research. This created a challenge in developing content that would appear to both users and Google.
We implemented two specific strategies to address these challenges.
For the PDFs, our initial attempt to conventionally no-index the PDFs, which entailed adding a canonical tag to them through WordPress as well as through the FTP, was unsuccessful, so we opted to canonicalize these PDF pages to their respective report pages instead. We then embedded the PDFs in an iframe on the website, with the canonical tag directing the SEO value to the report pages they are located on. This approach successfully transferred the ranking power from the PDFs to the actual report pages.
Additionally, we conducted a technical audit to ensure that the PDFs were correctly canonicalized, while also monitoring these pages in Google Search Console. This resulted in the report pages ranking higher than the PDF pages in Google SERPs.
After addressing the PDF issue, we began optimising the report pages by adding more relevant keywords, while ensuring the content remained concise and relevant. This led to an increase in both the volume and quality of organic website traffic. Alongside these efforts, we focused on backlink creation, which contributed to improved keyword rankings for both the report pages and the website overall.
Furthermore, we ran speed optimisations on the website to reduce the likelihood of users bouncing due to slow load times, which further increased user engagement.
The combined effect of these strategies strengthened Client X’s market presence and improved its keyword performance.
Since we were able to resolve these challenges, the following metrics were seen from our SEO campaign between the months of June 2023 to November 2023 and December 2023 to May 2024:
Many metrics have improved substantially. Starting with an increase of 83.1% in organic traffic.
We have also seen an increase of 100% in conversions.
Client X has seen an increase of 35.3% in impressions.
Check out our Google My Business Reviews to see what our clients have to say about our services.
Ruby Search Solutions (Pty) Ltd trading as Ruby Digital
