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 site

Working with ALYKA has been a game-changer for our digital strategy. Their expertise in SEO, coupled with their clear direction for content, has significantly improved our online visibility. ALYKA has a deep understanding of how SEO not only drives traffic but also enhances market awareness. Thanks to their strategic approach, we’ve seen a noticeable increase in engagement and brand recognition. ALYKA's insights have truly elevated our content strategy and delivered tangible results. Highly recommend their services to anyone looking to boost their online presence!