Cambly SEO Case Study

We have achieved 1 Million organic traffic from 0 to 300 content in approximately 1 year of working with Cambly. In this work, we share our approach to the market leader, a global brand, and the items that lead to success.

We have achieved 1 Million organic traffic from 0 to 300 content in approximately 1 year of working with Cambly. In this work, we share our approach to the market leader, a global brand, and the items that lead to success.

Project Team ;

Cambly;

Demet Torul

Ayça Pınar Doğan

Emre Şimdi

Peakment; 

Serpil Seydooğulları

Duygu Çaydaş 

Oğuz Karaoğlan

Mehmet Emre Baş

Yusuf Özbay

Mustafa Özkan 

Analysis Process 

Graph indicating the top 10 densities out of the 5000 analyzed words

The most important factor in reaching this success with Cambly was to carry out the right analysis. Before starting the work, we studied the existing situation, our potentials and our sector and competitors in detail. 

The most difficult process in global brands is that there is not enough maneuvering space on an operating system. With the Cambly IT team located in Silicon Valley, we agreed on a duopoly, with Cambly taking the lead on root domain processes and Peakment managing the blog structure where we could take faster steps. 

Key Problems Identified;

  • Requirements on the Root Domain
  • Javascript Errors on the Root System
  • Incorrect Language Configuration and Duplicate Content Issues
  • Weak Content and Unintentional Keyword Targeting
  • Incorrect Structuring of the Blog.

SOLUTION

We first created a 50-page briefing document containing deficiencies and errors on the root domain. Due to the lack of maneuvering fields, we added labels such as Urgent, Mandatory, Provides Advantage to the 50 problems at least to enable the IT team to focus on urgent areas.

We set up the blog structure on WordPress. This process was designed to maximize benefit with all on-page requirements, 7 language support and each language managed by a different team.

We worked on a system where each team was free but the core structure was managed from one side using the Multisite feature of WordPress. We intervened in the codes to avoid the core clumsiness of WordPress, which can be customized for many sites.

We took actions on the personnel determined by the brand and produced 300 content. We tried to correctly capture the user intent with the cluster topics we created according to Entity Search. br>

With the content we created, we constantly performed optimization and after a year, we started our monthly 1 million traffic journey.

Steps to Success

Creating Personas

At the start of our work, we identified 3 main personas. In short,

  • There was Mert, who had no English knowledge
  • Ece, who said “I can write in English but have trouble understanding”
  • and Güneş, who could speak English easily but wanted to become fluent enough to make presentations.

After creating these personas, we tried to guess what they might search for at the keyword level. And this gave us a very valuable starting point.

For example, a persona who watches the show “Friends” but has no English knowledge would search for “Friends Turkish dubbing”, while those who don’t want to ruin the viewing experience with bad dubbing search for “Friends Turkish subtitles”.

But what is the intention of the user who searches for “Friends English subtitles”?

Yes, that’s what we thought.

Entity Search and Interests of the Personas

In all our content-focused works, we identify the entity search concept as our first priority. If you are talking about engine power, torque, tire sizes, then you are probably trying to describe a car.

Therefore, we have determined our content and sub-headings in a good way. Unlike other content projects, we did not stay only in the English context. As we have exemplified above, we decided to create content according to the interests of the personas.

We created 300 pieces of content such as series/movie recommendations that you can watch on the Cambly Blog, as well as examples of routes and companies to contact for your overseas travels, based on the interests of our personnel.

Creating Content

We are highlighting one of the key points of this success, which is the content team of Peakment. Here, we would like to clarify a frequently asked question. None of our editors has any knowledge of SEO. They do not have the aim of appearing in the top ranks of Google with the articles they write. There is no myth such as writing so many words or including certain keywords a certain number of times in content.

In content creation, our expectations are as follows:

  • A content fully focused on user needs,
  • Length that will satisfy the user. (The information should not be incomplete, but there should not be unnecessary paragraphs just to fill it),
  • Completely original contents,
  • Highly readable content with an introduction, development and conclusion. (using bullet points, italic and bold, paragraph lengths, etc) 

Our SEO specialists are involved in the process after our editors deliver the content and perform the necessary interventions in the content. Our Google Ads team has carried out work to increase the CTR in the Title and Desc for this project.

Setup of Blog Structure

With our decision to use WordPress Multisite, we first pulled all valuable content from the subdomains that could have duplicate content and shut down all of these subdomains. We redirected the shut down subdomains to the pages that were equivalent in our new blog.  

We had planned to set up the blog structure using a reverse proxy in a subfolder, but when the IT team informed us that they would not be able to do this, the most challenging part of the project was setting up the blog structure in a subdomain, which meant starting with an area without domain authority. With Cambly’s strong brand recognition, we overcame this difficulty by linking the blog to the internal links and collaborative efforts (YouTube Influencer, Blogger).

Then we structured the language tags correctly, making the most optimal efforts possible both at the root and in the URL path to achieve the correct targeting.

Especially, Yusuf Özbay’s experience in on-page allowed us to build a super-fast blog.

Continuous Optimization

The 300 contents created with Cambly are still being continuously optimized. We analyzed the user intent, took the necessary technical measures, and made sure that the keywords and URL structures were optimized. It’s a very good improvement if a content is promoted from 10th page to 4th place.

But why don’t we rise to 1st place? The question constantly drives us to optimize. For example, we were able to respond to the user’s intent by uploading an MP3 sound where they can later listen to the pronunciation in our content for English pronunciation searches and this has allowed us to further increase our rankings.

Direction to Sales

In all commercial works, as well as in SEO processes, we think that organic traffic is a channel and this channel should support sales. Thanks to the call-to-action studies we have made, both in content and site placement, we have increased the number of registrations obtained with non-brand organic traffic by 12 times. 

Ayça Pınar Doğan – Cambly
Peakment established our Cambly blog from scratch and brought it to its current point. By regularly and effectively tracking the articles and traffic, they have made the Cambly blog a very nice place. We thank them for their efforts and successes in our blog and for regularly reporting the monthly developments and sharing them with us.

We are excited to meet you.

ONLINE MEETING