In 2023, the team managing the retail PROLINE brand launched a new web page to generate traffic and serve as a landing page for advertising campaigns. Seeing poor performance on organic traffic and conversions, the team approached me for some SEO & Content recommendations.
Combining keyword research, my own subject-matter knowledge, and insights from the lead PROLINE copywriter, I proposed some simple tweaks that I felt would provide a big lift.
Comparing 143 day periods pre- and post-optimizations
It only took some minor changes to see a big spike in page visibility and relevance, and acquire new, more engaged users. They stopped bouncing as much and starting acting more. Interestingly, average engagement time decreased by 21%, despite over 1000% more key events, a sign of efficiency as users found what they were looking for, or something worth engaging with, faster and more frequently.
More Detailed Thoughts
- Generally, we wanted to make this page a more comprehensive resource to support the in-store PROLINE journey. From an SEO perspective, that means hitting the keywords more associated with in-store intent, in metadata and page content. From a CX perspective, that meant incorporating additional content features that facilitate play, i.e. event list, store locator, and app download.
- Keyword-Optimized Headings: the first version of the page had a lack of headings to separate chunks of content, and some without proper heading attributions. Crafting new headings with “in-store”, “how to play” and “events list” send a stronger signal to search engines to help align to relevant search intent.
- Event List: this resource is a key part of the in-store PROLINE journey, where players can see what games can be bet on, and what their reference number is for the in-store paper betting slip. So, let’s make a direct, highly visible path to it.
- Store Locator: if someone’s new to playing, or if just away from their usual store, it helps to know the closest PROLINE retailer. A link to a store locator page is good, but an embedded store locator widget satisfies that need without disrupting their experience.
- App Download: let’s close out our page with a stronger push to the App where players can craft their bet slips in advance of the store. Instead of a simple copy line and hyperlinked text, let’s boost the visibility and engagement with a dedicated content module and visually distinct CTAs for both major App Stores.