SEO for a visa center - 2x explosive growth

In this article, we'll talk about how SEO can significantly improve a visa application center's performance, especially when the goal is to increase non-branded traffic and market visibility.

Hello! My name is Anna Olyanaya and I am the founder of an SEO agency. In this blog, I share my experiences and help entrepreneurs get the most out of SEO for their business.

At the time we started working with the visa center project, there was already a good amount of branded traffic. The main goal was to increase non-branded traffic for all company services, with priority for visa services.

Work results:

• The total number of visits from search engines to the site increased by 60%.
• The ratio of branded to non-branded traffic has changed from 40/60 to 30/70.
• Net non-branded search traffic increased by 90%.
• To monitor positions, a list of 832 queries was selected. At the start of work, there were only 1% of requests on the first page of Yandex, 10% on the second page. By April, the results had improved: 38% of requests were on the first page, 37% on the second.

What was done:

• We improved the website structure by creating pages for different types of visas (for each country, for the Schengen zone, etc.).
• We prepared the page structure and content for them, and then carried out appropriate optimization.
• We updated the “Question and Answer” section, improving its structure and optimizing the content.
• Conducted other work to optimize the site.

Extra Bonus

Contextual advertising has always been running on the client's website. However, after creating new landing pages, the opt-out rate for contextual advertising dropped significantly from 27.5% to 12.5%.

How SEO affects contextual advertising performance

Before the introduction of SEO, advertising for the request “get a Schengen visa” led to the main page. Users had to find the information they needed on their own, which led to a high failure rate. After optimization, we created a separate page for Schengen visas, from which users could immediately submit an application and receive advice. This significantly improved the results of contextual advertising.

Before you say that SEO is long and expensive:

a) Sit down and calculate the potential traffic growth over 6 months (it could be up to 30% or more) and over 12 months (potential growth could reach 60% or more).

b) Consider the increase in conversion from other advertising channels.

If you want to learn more about SEO promotion and get advice on improving the visibility of your website, you can email us at info@seo.computer.

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