SEO Case Study: Increasing Orange Jordan Organic Traffic for 76.50%

SEO Case Study: How we Helped Orange Jordan Increase their Organic Traffic and User Engagement with on and offsite Optimization

Orange Jordan has been the primary telecommunications provider in the Kingdom since the year 2000. Despite always being at the forefront of innovation with their offers, Orange Jordan still wanted to make sure that their site is perfectly optimized for visitors, that it gets the exposure it deserves, and that every part of their online presentation reflects their ideals as a company.  In almost two years that we have been working on their English language content, site’s technical aspects and offsite optimization, Four Dots helped them significantly increase their traffic from organic sources, decrease page loading times and improve user engagement.

• Client: Orange Jordan
• URL:  https://www.orange.jo
• Industries: Telecommunications
• Period: February 2016 – December 2017

SEO Case Study Results

Compared to the one-month period – February 2016, when we started the campaign, in December 2017, the client’s site have seen a 76.50% increase in visits coming from organic search, which was one of the primary goals of the campaign

• Organic traffic pageviews increased by 54.71%, while unique pageviews were up by 57.95%

• Engagement metrics from organic traffic are also on the up with a 4.31% increase in average time on page

• The number of users was increased by 103%, and the number of new users by 112%
  
  

• When it comes to purely technical site optimization, our modifications led to an 8.45% decrease in the average page loading time; 59.90% decrease in average redirection time; and a 5.62% decrease in the average domain lookup time

• Number of unique referring domains linking to our client’s site has, in the 23 months that we have been working for them increased from 800 in February 2016 to 1000 in December 2017

• Monthly organic traffic has, between February 2016 and December 2017 increased by 33%

• The number of organic keywords that Orange ranks for has increased by 60% in the observed period

Methodology

Seeing how our task was not only the complete overhaul of the English language portion of orange.jo, but also its promotion; methods employed involved everything from extensive keyword and competitor research to influencer outreach. Starting from the market and competition analysis we went on to detailed content audit and keyword mapping. We suggested modifications or additions to the existing content, or when the numbers justified it, its removal. Once the pages were filled with content and metadata optimized for carefully selected sets of keywords, our attention switched to technical optimization of the site, for the most part, focused on user experience and retention.

After ensuring that the site is as appealing to users and as responsive to their demands as possible, the next step was to get it in front of as many eyes as possible. This was achieved through targeted influencer outreach and publications on industry relevant websites. This diversification and expansion of their backlink portfolio seems to be one of the main causes of their substantial traffic increase.

Objectives

While, as a public provider, they hold a fair portion of the market, Orange Jordan still felt like they could be reaching more people. They wanted their English language pages optimized for the relevant terms, both when it comes to onsite elements like content and metadata, and when it comes to offsite aspects, like backlinks. Since this portion of the website was mostly based on translation from the original Arabic, they were fully aware of the enormous unexploited potential.

Aside from bringing more people to their pages, Orange wanted to make their experience more enjoyable and beneficial. While site’s usability was also addressed through content improvements, the client was fully aware of the necessity for technical UX improvements.

Services Provided

• Keyword and market research – helping us identify the terms to focus on, and audiences that might be interested in them
• Keyword mapping – based on their offer and their desired customers’ demands, we matched up particular pages with keywords they are most likely to rank for
• Content audit and development – after a detailed inspection of their content, and its comparison with that of the client’s competitors, we suggested and carried out modification, removal or replacement of the existing copy with that provided by our team.
• Technical optimization – being a telecommunications provider, Orange Jordan perfectly understood the imperative to make their site as fast and functional as possible. Our input helped them achieve this.
• Offsite optimization – once we did everything we could with the site itself, it was time to start promoting it. This included everything from target social media promotion, to link building on relevant industry sources.

About the client

Registered in 1999, Orange Jordan has been actively providing their services to the people of the Kingdom since the year 2000. They have been leaders in innovation and adoption of new technologies ever since, being the first in Jordan to introduce a 3G network, higher ADSL speeds, FTTH and VDSL services, etc. Offering numerous internet, mobile or landline plans and packages, Orange keeps rewarding their customers’ loyalty through impeccable service, generous discounts, and a commitment to staying ahead of the curve.