Ambition
In 2018 Semetrical partnered with Arkadin, a global IT communications provider. Arkadin offers a range of cloud based unified communications and audio, web and video collaboration solutions, as well as virtual events across international markets.
Arkadin outlined a desire to improve their international SEO performance across a portfolio of 38 international websites, with specific performance targets for a selection of priority global markets. The priority markets were defined as UK, France, Germany, Dubai, South Africa and India, where the ambition was to:
- Increase organic sessions by 3% YOY
- Increase organic sessions to service pages by 5% YOY
Other objectives focussed on Arkadin’s wider global portfolio, where they wanted to:
- Increase competitive, non-brand clicks by 10%
- Increase average keyword ranking by >2 positions across the following regions:
- EMEA
- CEMEA
- APAC
Semetrical offered a very high level of consultancy and support when managing our international website migration strategy. Their technical expertise was a crucial success factor for the project.
Strategy
Semetrical offered a very high level of consultancy and support when managing our international website migration strategy. Their technical expertise was a crucial success factor for the project.
Following completion of comprehensive keyword and competitor research, plus bespoke technical SEO audits, which were delivered across Arkadin’s portfolio of 38 websites; Semetrical quickly identified a series of issues and opportunities that would help improve short-term organic performance and inform the longer-term international SEO strategy.
Technical SEO solutions were swiftly communicated and implemented, whilst developing a website migration strategy to consolidate the full international portfolio of 38 websites into the parent domain www.arkadin.com Drawing from our vast experience and expertise in managing scalable website migrations;
we were able to quickly and efficiently deliver the necessary recommendations including an optimal international hreflang setup and comprehensive URL recommendations, including full redirect mapping requirements.
Semetrical’s in-depth content and audience research informed a series of content optimisation opportunities designed to resonate with target audience personas that we had developed. Subsequent website & supporting semantic content was developed for priority markets with localisation services for non-English language content.
Results
Semetrical encountered and conquered numerous challenges to deliver a robust international SEO strategy. This included the migration of over 38 websites, a highly effective content and link acquisition strategy designed to achieve the digital ambitions of Arkadin.
Alongside our exemplary SEO services, our ability to nurture strong client relationships through exceptional project management was a key component in the successful delivery of this project; working closely with Arkadin’s numerous international stakeholders across a global portfolio.
Following the successful migration project and subsequent content optimisation, Arkadin recorded a year on year increase of 43.2% in non-brand clicks, whilst average organic search rankings increased by:
- +2.77 Positions in EMEA
- +3.53 Positions in CEMEA
- +3.64 Positions in APAC
Semetrical also managed to deliver against a majority of Arkadin’s priority market objectives by delivering the following performance improvements:
Increase organic sessions by 3% YOY
- + 19% for UK
- + 21.7% for France
- + 39% for Germany
- + 36.9% for India
- + 14.7% for South Africa
Increase organic sessions to services by 5% YOY
- + 30.2% for UK
- + 18.4% for France
- + 1.1% for Germany
- + 450% for UAE
- + 237.5% for South Africa
43%YOY increase in non-brand clicks
3Position increase for organic search rankings
5Increase in organic sessions to services YOY
Our partnership with Semetrical has led to SEO growth on a global scale, whereby they have executed a large-scale international campaign involving numerous global stakeholders.
