Interstaff are a Perth based migration agency with over 30 years experience in providing visa solutions to people wanting to visit and work in Australia. Following a recent rebrand the Interstaff team needed a website that aligned with the new style guide and capably showcased the full range of their services for individuals and businesses.
In addition to the design work it was important that the website improve in ranking for keys terms such as ‘Migration Agent Perth’ and ‘Visa Agents’. The improvement in ranking should result in an increase in online enquiries.
Assessing the huge amount of text content and determining an intuitive site structure proved to be one of the biggest project challenges. Applying our SEO readability check to all site text indicated a large amount of duplicated content and an overload of keywords, which affect the ability to rank well. The content scored below 30 on the Flesch-Kincaid reading test.
We worked closely with the Interstaff team to identify areas in which text could be improved and, over time, we have increased the overall readability to over 50.
Once the content issues were addressed we created a visual design that aligned with the existing style guide and started site development. At all times throughout the site build we ensured images were optimised and content tagged.
Prior to the site launch we liaised with the Interstaff IT team to capture site leads through an integration with Microsoft Dynamics. The site was launched in early 2018 and, as with all our websites, the Interstaff team were given full administrative access.
The old Interstaff site had some significant issues that were preventing it from improving in ranking. Historical ‘black-hat’ SEO practises had damaged the sites reputation, which together with duplicated text, slow load speeds and poor structure were all factors holding the site back.
The new site was launched on a local, Perth server with a Content Delivery Network (CDN) to help with performance. The streamlined text, optimised content and zippy server all gave the site an incredibly high SEO rating. We then continued to push the site, moving it from a .com domain to a .com.au, disavowing bad backlinks, removing old and irrelevant blogs, addressing mixed content internal links and minifying code.
In October 2018 the site had moved from page 2 up to 2nd for ‘Visa Agent Perth’ and 5th for ‘Migration Agent Perth’. We continue to push the site and expect to see big improvements in months to come.
“We are delighted with the design as well as the level of consideration and attention to detail the Start team put into shaping the online experience of our brand. Start Digital have been very flexible and easy to collaborate with and nothing was ever too difficult. They went above and beyond.”
Sheila Woods, Managing Director
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