A Rally Cry to Stop Declining Web Traffic
HelpAge International reached out for training in the basics of SEO. We delivered training to a team of 8 across 11 different timezones.
Our traffic is dropping... and we don’t know why
Those were the ominous words of HelpAge International’s Head of Communications during an initial meeting to discuss SEO training for the comms and marketing team. HelpAge International is a membership organisation working across 99 countries to improve the lives of older people around the world. They are thought leaders, publishing research, and running campaigns on topics ranging from climate change to gender equality. But over the last 12 months, their website has seen a slight – but steady – decline in traffic from Google. The goal of the training was to equip the team with the confidence and capability to turn this trend around, so they can rebuild their inbound traffic and continue their important work. We tackled this challenge with our 3 step process.
/ Step 1
Assessment
This first step comprised two parts: technical audit and team assessment.
In order to build truly bespoke training, we needed to get a glimpse under the bonnet of the website to see what might be going on. We gained access to HelpAge’s Google Analytics, Search Console and website backend.
We also prepared a questionnaire to be completed by each trainee to understand their experience, knowledge and confidence, as well as to capture their personal goals in relation to SEO and marketing. This gave us a great insight into the team’s specific needs, which we used to design our bespoke training.
/ Step 2
SEO Training
HelpAge International’s team is spread across the globe, from Colombia to Kyrgyzstan, and several places in between. The team of 8 were logging in across 11 timezones, so to make the training accessible, we ran it at midday (GMT) for 90 minutes across two consecutive days. It was an early start for some, and a late finish for others!
The first session focused on bigger picture marketing topics, such as user identification and content production best practices, where the second session was a more tactical SEO workshop focused on specific action points in relation to HelpAge International’s website.
/ Step 3
Action plan
Post-training, we bundled everything the team discussed, as well as our specific recommendations, into an actionable document. This included links to research, references to authorities in the SEO space, tools and plugins, and recommended actions to improve existing content across the website. By implementing these improvements consistently over a period of time, the HelpAge team should see a steady increase in their organisation’s online authority, and subsequently, the traffic coming into their website.
The training was well-structured and adapted to our needs, and we left feeling better equipped to improve our SEO.
/ Susanna, Head of Comms, HelpAge International
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