Case Study: Karriere.at
Klaus Hofbauer is head of SEO at karriere.at. He talked about how the site increased their traffic by 200% over the last year (with 120% of them being from SEO).
Before we get staeted, let’s just look at some numbers related to karriere.at:
- 450k visitors per month
- 8200 jobs
- 1400 clients
- 36k CVs
The site uses paid traffic generation from sources such as PPC, Job-Aggregators, TV, Radio, Offline Display Networks and Other Partner Networks. The unpaid traffic sources are SEO and Email Job-Alerts (which is heavily promoted via a pop-up when visiting the site.
Unpaid traffic makes out 55% of the site’s traffic which is also why the SEO department within the organization is divided into three parts:
- Inhouse SEO
- Marketing department for linkbuilding, PR, blog content etc
- IT Team for the technical stuff
Landing Pages & Sitemaps
At present, the site has about 1 million pages in its own landing page index. That is why they are first checked for duplicate content before submitted to google via the sitemap. Furthermore, they use tools such as google analytics and google webmaster tool to avoid duplicate content. Often the Rel=Canonical tag is the helper as well.
- Big Scale
Note: This slide was really good – you should ask the guys from karriere.at for this slide until I get the link to it here.
Through panda, they reduced the number of the sites in the sitemap by nearly 50% – as a result they were not hurt by panda. Actually, panda helped them grow their traffic
Measuring & Reporting
A rather large 70 page monthly report is created in which everything is monitored. This includes reports from tools such as: GWT & GA (main ones), OVI, SEOmoz, Majestic, Linkresearchtool.
The ROI on the SEO efforts
Over the last year, traffic went from 150k to 330k visitors. 40-60k of this increase is explained through ‘natural increase’ due to the job market situation. If they had to go out and buy this traffic via PPC (at 0.17EUR CPC), the costs would have been 20k-23k Euros. Via SEO, they have spent 12k-14k. So the savings are good and makes perfect sense for the organization.
According to Klaus Hofbauer, the key to success here is the fact that everyone in the company is involved in SEO. Everyone understand the way they can contribute and they understand the impact.