Driving site traffic with digital strategy
About XytoVet
XytoVet is an independent, Australian-owned laboratory that provides genotyping services to the Australian and New Zealand livestock industries.
We had previously worked with XytoVet’s owners on an extremely successful digital marketing campaign for Safe2Travel. They then approached us to help them develop an effective digital strategy for XytoVet. We started with a full website rebuild, followed by the development of a strong content strategy informed by SEO best practices.
The challenge
XytoVet’s previous site was small and had little to no traffic or search rankings. With their new site, they wanted to target cost-effective, long-term keyword positioning.
They didn’t want to invest in monthly search engine optimisation (SEO) and were also mindful that pay-per-click (PPC) ads would be unfamiliar to their audience. As such, we needed to think of a creative way to effectively deliver better-quality traffic to their site.
The main challenge on this front was the limited search volume of keywords related to livestock genotyping. This indicated there was limited awareness among farmers of livestock genotyping as a service. While they were aware of the impact of genetic issues on their animals, they didn’t know that a company like XytoVet could help them.
The solution
We developed a digital strategy founded on two key principles:
- Create content that is useful and informative for the target audience
- Target specific, low-volume keywords to build authority in search rankings
This strategy was then executed through the following activities:
Optimising existing content
We reviewed the existing content and undertook optimisations of key pages. This helped to improve the SEO performance of their foundational content and also to ensure the content would be more useful for their audience.
SEO-optimised blogs
We created a monthly calendar of blog topics based on SEO recommendations informed by keyword volumes, as well as audience topics of interest. The client used this calendar to produce a first draft of each blog, which we then optimised for SEO.
As part of this process, we focused on question-oriented, long-tail keywords. These had low search volume but were more closely aligned with the kinds of questions XytoVet’s users would ask, helping them to develop authority in a very specific niche.
Service page expansions
Originally, the site only segmented its service offering by animal type, i.e. sheep or cattle. To ensure farmers would be able to find content relevant to their specific circumstances, we broke this down further by creating child pages. For sheep, we created wool production and meat production pages, and for cattle, dairy cattle and beef cattle pages.
As well as providing their audience with more useful information, having these additional pages also made it more likely that a user’s search would trigger the exact content they were looking for.
At this stage, we are in the process of preparing content for further child pages relating to different breeds of cattle and sheep. This will support XytoVet to showcase the growing impact of the livestock genetics industry and their role in it.
The results
The site launched in June 2023. Since our SEO work started, we can see year-on-year improvements across the following metrics:
- 52.1% increase in users
- 61.6% increase in sessions
- 49.6% increase in engaged sessions
Our digital strategy has helped XytoVet’s online presence grow significantly. The website now ranks significantly higher for keywords across Google and Bing.
View the siteGet in touch with us
View more work
Full site re-design to meet the needs of a loyal customer base
87.5
https://www.alyka.com.au/our-work/business-news
strategy
commercial
0
Shire of Harvey
A fresh new design and improved user experience
66
https://www.alyka.com.au/our-work/shire-of-harvey
iauxui
government
0
Wesbeam
A mind-blowing new site earning top-notch results
85
https://www.alyka.com.au/our-work/wesbeam
iauxui
commercial
0
Mechwest
Taking users on an interactive journey
60
https://www.alyka.com.au/our-work/mechwest
brand
commercial
0
Miss Maud
Preserving tradition with digital transformation
81
https://www.alyka.com.au/our-work/miss-maud?hsLang=en-au
dm
commercial
0
City of Stirling
A cutting edge CMS solution to power a digital city
50
https://www.alyka.com.au/our-work/city-of-stirling
strategy
government
0
Airefrig
A customised e-commerce solution with technical integrations
67
https://www.alyka.com.au/our-work/airefrig
strategy
commercial
0
AG Academy
A fresh new suite of brand assets to better engage students
87.5
https://www.alyka.com.au/our-work/ag-academy
strategy
commercial
0
Bestwest Building
88% revenue increase since onboarding with HubSpot Marketing
50
https://www.alyka.com.au/our-work/bestwest-building
crm
commercial
1
GO Homes
Building an integrated sales and marketing process with HubSpot CRM
83
https://www.alyka.com.au/our-work/go-homes
crm
commercial
0
Emerark
A much needed brand refresh for a rising industry leader
35
https://www.alyka.com.au/our-work/emerark
brand
commercial
1
Cockburn ARC
Accessibility, usability, and seamless technical integration
65
https://www.alyka.com.au/cockburn-arc
webdev
government
0
Artsource
Consistent branded collateral with a Canva Brand Toolkit
35
https://www.alyka.com.au/our-work/artsource
brand
commercial
1
Thomas Building
Creating a digital presence from scratch with Canva
35
https://www.alyka.com.au/our-work/thomas-building
brand
commercial
1
Safe2Travel
Semrush Award-winning campaign that helped thousands during Covid
70
https://www.alyka.com.au/our-work/safe2travel
dm
commercial
1
Advanteering Civil Engineers
Creating attention-grabbing tender proposals with Canva
35
https://www.alyka.com.au/our-work/advanteering
brand
commercial
1
Tier16
Instant visibility of business performance with HubSpot
30
https://www.alyka.com.au/our-work/tier-16
crm
commercial
1
Shire Augusta Margaret River
Lightning-fast website for top tourist destination
65
https://www.alyka.com.au/our-work/samr
webdev
government
1
Genus Group
Engineering a website with exceptional user experience
60
https://www.alyka.com.au/our-work/genus-group
webdev
commercial
1
SwanCare
Revitalising an aged care website
85
https://www.alyka.com.au/our-work/swancare
webdev
commercial
1
SKG Radiology
Brand X-cellence for WA radiology clinic
20
https://www.alyka.com.au/our-work/skgradiology
brand
commercial
1
Alcohol. Think Again
Making alcohol-related resources more accessible
60
https://www.alyka.com.au/our-work/alcohol-think-again-website
webdev
government
1
Tubestream
Brand consistency on a global scale
30
https://www.alyka.com.au/our-work/tubestream
brand
commercial
1
One Click Life
New customers doubled with Google Ad Words
35
https://www.alyka.com.au/our-work/one-click-life
dm
commercial
1
FinCh
Branding collateral from scratch for a new startup
30
https://www.alyka.com.au/our-work/finch
brand
commercial
1
Geological Society of Australia
Consistent branding with templates and a Canva Brand Toolkit
30
https://www.alyka.com.au/our-work/gsa
brand
commercial
1
City of Swan
Kentico Global Site of the Year
65
https://www.alyka.com.au/our-work/city-of-swan
webdev
government
1
Goldfields-Esperance Development Commission
A new site to better serve the region
65
https://www.alyka.com.au/our-work/gedc
webdev
government
1
XytoVet
Driving site traffic with digital strategy
35
https://www.alyka.com.au/our-work/xytovet
dm
commercial
1