Objective:
To enhance organic visibility drastically, enhance user engagement, and improve conversions with effective SEO activities, such as targeted keyword optimization and improved discoverability through Google platforms.
Background:
Inspire Clicks collaborated with YourStory, a top digital media site in India targeting startups, entrepreneurs, and innovation, to boost its search engine rankings. Although it had strong content, the website was not optimally using organic channels, especially Google News and Google Discover.
Challenges:
Unpredictable keyword approach on editorial content
Low discoverability on Google Discover and Google News
Traffic plateau on organic channels despite consistent content publication
Insufficient tracking and optimization of content on conversion funnels
Approach & Execution:
Targeted Keyword Optimization
Performed an in-depth content audit to reveal underperforming but high-potential posts.
Mapped long-tail, high-intent keywords based on search trends in the startup and tech space.
Re-optimized meta tags, headlines, and in-article elements (subheads, alt text, anchor links).
Developed a content calendar to support evergreen and popular search terms.
Google News Enhancement
Organized articles with schema markup adhering to Google News Publisher Center guidelines.
Published news articles on time and labeled them for improved categorization.
Partnered with editorial staff to ensure journalistic standards Google News prefers (author bylines, date stamps, fact-checking).
Google Discover Optimisation
Prioritised visually-rich, mobile-first content with strong thumbnails.
Enhanced freshness of content by regularly publishing top-performing pieces.
Tracked CTR and engagement metrics to optimize content for audience mobile behavior.
Technical SEO and Site Performance
Improved Core Web Vitals via lazy-load images, page speed optimization, and mobile responsiveness.
Resolved crawl and indexing errors reported in Google Search Console.
Applied internal linking techniques to increase bounce rate reduction and drive users through conversion paths.
Results (Within 6 Months):
150% Organic Traffic Increase
Organic sessions incrementally increased month-over-month with significant spikes coming from Google News and Discover.
35% Increase in Indexed Articles in Google News
The reorganized editorial process created more exposure for timely content.
3x Growth in Google Discover Impressions & Clicks
Mobile content consumption grew exponentially, pushing new user volumes from popular stories.
Conversion Uplift
Keyword-driven traffic boosted newsletter subscriptions and lead form fills by 40% and aligned SEO with revenue objectives.