See how we boosted the visibility and rankings of RugbyPass via a bespoke SEO and organic search strategy.
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Rugby news website RugbyPass was keen to become a key competitor in the rugby news space and grow its organic search presence, enabling it to compete with rivals such as the Times, the Telegraph and the BBC.
As a result, we devised an SEO strategy that positioned RugbyPass as an authority on breaking rugby news while also generating interest in the site's evergreen rugby content.
In order to do this, we first completed a thorough analysis and audit that identified content gaps. Following this, we plotted out a number of keyword-led content hubs, digital PR campaigns and wider search-led content requirements. To help fuel growth, we also built links to the site to help power the domain – via digital PR campaigns, reactive PR and content outreach.
Similarly, we also recommended targeting the younger generation through Google Discover optimisation. This helped to position RugbyPass’ news in front of an audience of over 800 million monthly users.
Finally, our campaign also involved reviewing, fixing and implementing proper reporting and tracking (including moving to GA4) to ensure our efforts were being properly assessed and documented.
The results from the campaign were fantastic and our work was nominated for a Global Search Award in 2024.
As of April 2024, year-on-year highlights included:
increase in organic traffic
increase in Google News traffic
increase in Google Discover traffic
increase in non-branded organic clicks
increase of the total number of ranking keywords
rise in the total number of page 1 worldwide rankings (2,342 to 5,624)
In addition, RugbyPass began to outrank the Telegraph, the Times and Sky Sports for the total number of rugby-related keywords. Plus, the website also began to rank in position one for many high-value keywords, such as ‘rugby news’.
During Rugby World Cup 2023, we also helped RugbyPass achieve their biggest ever month for users, with more than 4 million people visiting the website.
Whether you’re looking to improve visibility, respond to a Google update, address lost traffic issues or need help with a migration, we can help.
Speak to our SEO experts today. We’d love to create a bespoke organic search strategy that will meet your objectives.
