Improving SEO and engagement with thoughtful UX design
As we’ve seen with our own website, content can be a massive driver of traffic. Blogs, resources, and other content archives are packed with valuable keywords that fuel SEO and organic discovery.
In 2018, while analyzing Hybrid Turkey’s user behaviour, we discovered the structure of their resource library was limiting the impact it had on SEO. Using an image-based navigation system, the resources site came with an impaired user experience–especially for mobile users. Furthermore, because the library comprised of downloadable PDFs instead of live pages, Hybrid was missing the opportunity to appear in search results for keywords they actually had content for.
With that, we proposed rebuilding all of Hybrid’s PDF resources as live pages optimized for priority keywords. Additionally, we would tear down the image-based interface and go with something more modern and user-friendly across all devices.
As a result of this work, Hybrid’s traffic has increased 55% since 2018. When looking at users coming from Google Search results to a Hybrid Turkeys resource page, that number goes up by 463%. Hybrid’s flexibility has also improved. While the previous illustration-based layout was fun, it prevented Hybrid from easily adding new categories to the resource library. Now, with a structure that enables front and back-end usability, Hybrid Turkeys is better positioned to add to their resources and keep content organized while expanding their archive.