Basket, Baloncesto
ENDESA BASKET LOVER - SEO Strategy Report
Notícias. Promociones. Liga Endesa. Colgados del aro.
In 2018, Endesa Basket Lover launched a new website, more visual and dynamic. A website capable of integrating all content from the digital ecosystem, a place for Basket Lovers. For this project, we carried out the keyword audit and the SEO strategy in collaboration with the creative communication agency OCTAGON.COM.
The SEO strategy report helped define both the launch and maintenance strategy for the website, establishing the need to develop both an ON-PAGE SEO strategy and an OFF-PAGE SEO strategy.
SEO - Web User's Results:
2018
Redesigning the website, redirecting URLs, and reactivating content after several weeks of inactivity could have led to a decrease in visits. However, traffic improved compared to the latest 2017 website traffic data.
The results provided insights into the percentage of male vs. female users, the average age of these users, the channel through which they reached the website, and the devices used to browse it. The vast majority of traffic came from the referral channel (ACB.com, KIA.com, Sport.es, Encestando.es...), which is not very common in online projects but becomes particularly relevant when online marketing campaigns are combined with SEO strategies. The second channel in terms of users was the organic channel (Google searches), followed by the direct channel (users accessing the website directly).
Google Analytics data from 2018 shows a 93.09% increase in sessions and a 50.66% increase in non-bounce sessions, representing significant quantitative growth. It also indicates an improvement in session quality, with higher pages per session, but a decline in quality due to a decrease in session duration. To improve rankings, it is important to focus not only on quantity but also on quality, as the latter helps increase positions in Google search results.
2017
2018
SEO - Ranking Results:
2018
Thanks to SEO, the number of indexed pages on Google doubled, which in turn improved ranking positions on Google search results pages. Despite a decrease in overall search volume, the website increased its clicks, improving performance and raising the overall CTR. In most impressions, the website appears between the 10th position on the first page of results and the 1st position on the second Google.es results page, with an average position of 11.1 across a volume of 999 different queries.
If we look at the graph and its colored lines, we can observe the increase in the blue line throughout 2018, indicating a rise in clicks. At the same time, as impressions decrease, performance improves significantly, reflected in the yellow line.
Endesabasketlover.com increased its online visibility from 1.25% to 4.75%. Additionally, thanks to the referral campaign or link building strategy (backlinks) carried out alongside the SEO strategy, the Domain Authority of Endesabasketlover.com increased from 27/100 to 31/100.
2017
2018
2017
2018
SEO - Keyword Ranking Results:
Depending on the keywords searched: “Basketball promotions”, “history of basketball”, “Endesa and basketball”, “NBA Basket Lover”, “epic basketball moments”, “Basket Lover”… we will obtain one position or another depending on the language used or the user’s location, among many other factors that influence whether our website appears on Google.
Keyword
2017
2018
(The data shown in the “keywords” images does not reflect current keyword ranking data. The links “Google Search >>>” do show current data, displaying Google results for those keyword searches.)
(The ranking result refers to the position where our website appears in Google results when we search for a keyword. When we search for a word, concept, or phrase, 10 results appear on the first page of Google: 1st, 2nd, 3rd, 4th… once you reach the 11th result, the second page begins, and so on.)
Notícias. Promociones. Liga Endesa. Colgados del aro.
