How We Boosted Seasonality Performance for Donation Website?
IDDEF is a humanitarian and educational institution based in Istanbul, which provides educational activities in all parts of the world and assists in humanitarian aid in various fields to support these studies.
The main purpose of the IDDEF website is to collect donations to carry out these humanitarian activities and transfer religious values to as many users as possible in the digital environment. Therefore, our main goal was to increase donations along with organic traffic.
In this story behind the scenes, you will find how we bring a huge case study after increasing SEO performance consecutively for a donation website and becoming one of the best in their competition.
We started with IDDEF on SEO performance improvements in 2018, where we have to face high competition and many challenges ahead. The website included donation pages and some news which both have to be reoptimized for a better experience when it comes to user satisfaction and SEO visibility. One of the beginning SEO goals was creating content briefs for every page that must be well optimized to get its potential performance based on competition.
Since the website was created with the Vue.js framework, some improvements needed to be made at the crawl budget point. The website did not have good performance in terms of page speed, and we had to solve problems with the technical team’s support.
99% duplication issue in meta titles and no H1 titles. Contextually, the duplication problem in both meta titles and meta descriptions and heading titles was 99%.
There were religious holidays with very high seasonality. We had to be ready before the date was coming due to the high competition. We competed with relevant private foundations and newspapers with high authority and state and municipal institutions with high authority.
For the big pre-seasonal battle, we tried to customize all the duplicate content on our website. Later, we also carried out content optimizations of donation pages.
After the contextual work on the site was completed, we needed to create a blog strategy where we would produce content that would be visited seasonally, and that would respond to religious inquiries. Because when the religious days (Feast of Sacrifice, Ramadan, and Eid-al-Fitr) came, the users’ queries related to this season also increased. We created a blog strategy to target these queries.
In addition to optimizing the crawl budget of the technical side, we aimed to increase the conversion rate of our users during donation by monitoring our users browsing the donation pages with the Hotjar installation.
In terms of page speed, our server response time was quite high. By optimizing our Time to the first-byte metric, we removed the slowness on the server-side and provided a faster site structure.
To boost our seasonal periods, we have created evergreen content for religious queries that users can ask in this area. Thus, our seasonal traffic has doubled every season.
We started this adventure on April 30, 2018, and compared the entire seasonal performance of the website until August 2021. At this point, we compared the performance of Eid al-Fitr for 3 years and the performance of Eid al-Adha for 4 years. We have reached such a huge percentage with technical optimizations, content optimizations, and especially evergreen content.
So, let’s examine the religious, seasonal days year by year. Thus, we can compare the increases in both our traffic and transaction values.
Let’s start with the month of Ramadan performance results.
We started to reap the first fruits of the SEO improvements in 2018. In 2017, organic traffic was almost non-existent; there was only paid traffic. Later on, we launched an evergreen content strategy to track organic traffic on seasonal dates. Afterward, we quadrupled our organic traffic with the contextual and technical optimizations we made from the first year. At the same time, the number of transactions increased by more than 15 thousand in this 3-year period.
Result of passionately working on SEO for 3 years:
- We increased organic traffic by 926%.
- We increased the number of transactions we obtained from organic traffic by 1565%.
- We increased the donation amount from organic traffic by 1200%.
How about Eid-al-Adha performance results?
We experienced the biggest traffic growth between 2018-2019. Since we are not quite ready for the 2018 season, we have created a few pass-through content strategies. But in 2019, we created our evergreen content strategy and got almost 3 times traffic here.
In this three-year period;
- During the Eid-Al-Adha, a 270% organic traffic increase was achieved.
- The number of transactions we obtained from organic traffic increased by 953.2%.
- We achieved a 692.45% increase in donations from organic traffic.
We did a great job in seasonality. What about the performance since the beginning?
With the 4-year report we have created from Semrush, we also see an increase in the overall performance of our organic traffic. Although the increases in seasonal situations reach the peaks, the evergreen content we create often tracking traffic on normal days.
Organic traffic (clicks) increased by 75.900 in Ramadan and 23.200 in Eid-al-Adha