By Valentina Izzo

1 year ago

Learn how to increase your website’s organic traffic with entity-based SEO. Read the case study from Kalicube, a digital marketing agency.

Kalicube is a digital marketing agency that developed a platform called Kalicube Pro to help businesses to increase their presence on Google by optimizing Brand SERPs and managing Knowledge Panels. Kalicube was founded by Jason Barnard, and now it has a team that handles all aspects of brand development, management, and promotion.

They are a company with in-depth knowledge and experience in search engine optimization (SEO), but soon realized that traditional SEO was no longer enough to grow their business. With the idea of taking SEO to the next level, the Kalicube team started using WordLift to add schema markup to content published on the website and build an internal Knowledge Graph. 

In this SEO case study, I’ll tell you how the Kalicube team increased the organic traffic to the website by adding FAQPage schema markup and VideoObject.

What made you decide to use WordLift?

We are a company built on a foundation of SEO – Jason Barnard has been leading the line in SEO since the year Google was incorporated (1998). But traditional SEO is no longer enough. We realized that, although we clearly have great visual, video and written content on our specialized subject, brand message on Google SERPs, Google didn’t fully recognise our topical authority in the field.

One problem is that, although the content is unique and of great quality, the site is young (12 months) and we couldn’t compete with major authorities in the sphere of SEO such as Search Engine Journal, Search Engine Land…we lack maturity and inbound links.

We worked on internal linking, which helped tremendously – putting us at the top of long-tail searches. Growth through this technique was incredible, but that alone was not enough, and growth slowed. We are convinced that by building an internal Knowledge Graph with WordLift, we can maintain growth over the long term, gain an advantage over more mature sites in this space, and rank #1 for medium and short-head searches.

We also have a FAQ section on the site and wanted to use Wordlift’s FAQ schema markup to give those pages extra traction.

What were your expectations and the goals you wanted to achieve?

We expect an increase in traffic via Google Search as Google understands our topical authority thanks to the use of Wordlift’s schema markup through WordPress tagging.

Specifically for the FAQ section (where we have more than 70 pages), by using the FAQ extension in WordLift, we expect to see improvements in rich FAQ results in Google SERPs and increased organic traffic. By using the VideoObject we hope for better visibility in the video results of Google searches. This is especially important as these results show a thumbnail image, and we have a solid visual identity which we believe will significantly increase brand awareness. If we can put these images in front of people.

What were the challenges and opportunities you encountered along the way?

Some of the concepts in WordLift are hard to grasp at first, even for us at Kalicube (and we work on entities all day). But with a bit of persistence, the logic becomes “obvious” and easy to implement.

It’s a challenge to stay consistent with tagging – it requires dedication, memory, and concentration. Fortunately, Jean Marie has all of these qualities. It’s also tempting to “over tag.” Once we realized that more is not necessarily better (too much confuses the message and has a negative effect), we were okay.

We have a lot of video content on Kalicube’s YouTube channel. We had them embedded in the content on our own website. They provide a great user experience for site visitors but are not bringing in traffic via Google search. We implemented Wordlift’s VideoObject, which allows us to replace the YouTube video in Google’s SERP with the video on our website, driving traffic to our website at the expense of YouTube.

Being part of Team Kalicube has given me the opportunity to understand the concept of “entities.” I would like to emphasize the importance of understanding this concept because it is incredibly useful when implementing tags, especially for pages and/or articles published in Kalicube’s learning spaces. Even though it’s challenging for someone like me who does not have a deep knowledge of semantic SEO, schema markup, and some of those complicated things.

Understanding “entities” helped me focus on what makes sense for Google to understand what topics Kalicube is really targeting because, as Jason says, “Google needs to understand our thematic authority.”

Of course, Wordlift analyzes the content of each article and identifies matching entities. That’s very helpful indeed because the suggestions help me decide what to focus on and where. But the wonderful thing is that I do not have to limit myself to these suggestions because the system allows me to create other relevant entities that can be added to the articles in the form of tags.

I believe that Google’s crawlers understand Kalicube’s content better when they focus on the relevant tags, thanks to WordLift schema markup.

Jean Marie Laurente – Website Content Manager

What results have you achieved?

​Google Search Console results show that Kalicube’s FAQ section has made significant progress in impressions and clicks over the last 3 months. This can be attributed to the strategies implemented by the Kalicube team, which include tagging with WordLift, and internal and external linking.

In particular, there was an increase in the number of clicks with +2.23K (more than double the previous period) and an increase in the number of impressions with +271k compared to the previous period.

Data from GSC

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