Workplace Gender Equality Agency

Empowering scalability through structure and best practice guidelines.

72%
Increase in organic clicks
41%
Increase in organic visibility
27%
Increase in organic click-through rate
AFR fast starters logo

 

Client
Workplace Gender Equality Agency
Services
SEO Consulting
Duration
6-months consulting & training

The Client

The Workplace Gender Equality Agency (WGEA) is an Australian Government Agency charged with promoting and improving gender equality in Australian workplaces. Naturally, when they came to Safari Digital for help with promoting their organic search presence, this project was close to the heart of our team.

The Challenge

In early 2020, the Workplace Gender Equality Agency (WGEA) noticed a downward trend in its organic traffic. While there were plenty of external factors to consider, such as the COVID-19 pandemic and a dramatic shift in content consumption, a look at reporting numbers revealed that the drop started back in 2019.

Following an in-depth audit of the website, we identified several technical and content issues contributing to the drop, including keyword cannibalisation, broken internal links, large-scale 404 errors, and content sorting, which negatively impacted search rankings. The sheer volume of content and research that WGEA had published over the years presented a unique challenge in sorting and developing a framework.

The site provided a less-than-ideal on-site experience for users, with click-depth, content structuring, and poor site navigation making it difficult to access relevant information. Addressing these challenges required a collaborative approach with WGEA’s extremely capable content and marketing team and buy-in from developers.

The Strategy

Safari Digital took a multifaceted approach to WGEA’s SEO strategy to ensure that we addressed the existing technical and content issues and provided a framework for the internal content team to work with going forward.

  • Fix technical issues, including broken internal and external links, orphan pages, and widespread 4XX errors across the website.
  • Implement a redirect strategy to recover lost link equity and improve crawlability
  • Replace outdated static XML sitemaps with multiple dynamically updated, categorised sitemaps.
  • Address keyword cannibalisation and consolidate competing content on the website
  • User experience testing and reporting (Hotjar) insights to optimise site navigation
  • Restructured site navigation to improve user experience and reduce click depth to critical content resources.
  • Implemented changes to the URL structure that limited multi-level navigation hierarchies to a maximum of four.

The Results

At the end of our 6-month engagement with the Workplace Gender Equality Agency (WGEA), the website saw significant growth across all key SEO metrics.

  • 76% increase in organic clicks
  • 41% increase in organic visibility
  • 27% increase in organic click-through rate (CTR)
  • 16% improvement in average rankings

Additionally, training sessions with the Safari Digital team empowered the WGEA content team to take charge of their content strategy and work within a newly established framework for the future.