Orion Registrar, Inc
SEO Case Study

The strategic challenge

This international SEO and website development project targeted small to medium-sized businesses, government bodies and industry professionals interested in ISO certification and training, reflecting a commitment to quality, safety and efficiency in the US.

Key challenges for our SEO team included:

• Increasing organic traffic by 40% and impressions by 200% within 12 months.
• Providing SEO insights to inform Amtivo Group’s broader brand strategies.
• Growing overall organic traffic volumes over PPC spend.
• Increasing the discoverability of the brand.

Providing SEO learnings back into Amtivo Group for its Orion brand and other international brands.

Our strategy aimed to attract potential clients across all stages of the buyer’s journey via generic informational and commercial search. In order to grow SEO performance, we needed to rebuild the website so we could ensure a modern, fast, and SEO-friendly platform.

After discussing our proposals with the Orion team, our web development team embarked on a full overhaul, including new templates for commercial certification and training pages, plus a blog section to win informational searches.

Our approach to SEO

Our campaign revolved around rebuilding the website to establish a robust SEO foundation and boost performance. We upgraded ISO certification pages to improve their visual appeal, conversion rates and organic performance, ensuring they adhered to SEO best practices.

We identified and targeted high-volume, winnable keywords, focusing on core business and service terms. We also decided to target intent search for services to attract potential customers looking to learn more about what was involved and how to get started with ISO certification.

Keyword research showed that question search terms were a powerful way to target long-tail queries to grow sustained traffic over the long term. We decided to address this by producing SEO content that addressed key industry questions asked by potential customers.

The site needed richer content that provided useful, valuable information. We planned to adopt a content reuse approach, using content across social media and digital channels to amplify reach.

By providing a more compelling and informative experience, we enhanced the user journey for Orion customers.

We developed new SEO eCommerce training pages to enhance their visual appeal, functionality, and SEO performance. This overhaul included comprehensive information on training modules and their benefits, integrating visually engaging elements and optimising with relevant target keywords.

By improving calls-to-action, we aimed to drive more sign-ups and inquiries, resulting in higher conversion rates and better organic search performance. The new pages were designed with an SEO-first approach, specifically targeting commercial search intent.

We created a dedicated resources section to attract top-of-funnel traffic and establish authority by providing valuable SEO content. This section included informative articles, guides, FAQs, and case studies on ISO certification and training, all tailored to address common informational queries identified through keyword research. By organising these resources for easy navigation, we improved both search visibility and user experience.

The submerge team conducted thorough keyword research, competitor analysis and content gap analysis to identify high-impact keywords and content opportunities. With these insights, we developed a content plan focused on producing valuable, SEO-optimised articles and landing pages.

The content created and published was designed to address user needs and search intent, ensuring it effectively engaged the audience. By maintaining a consistent publishing schedule, we aimed to sustain user engagement and improve search rankings.

The result

The campaign tackled multiple challenges – from technical SEO issues to content creation – all while seamlessly integrating a new website design and robust technical infrastructure. This comprehensive approach ensured that all aspects of SEO were addressed effectively.

As a result, we achieved significant performance improvements.

We grew ranking keywords to just under 1,000 within a few months, with organic clicks reaching over 400 within the same period.

The campaign established the website as an authoritative source in the ISO certification space by developing rich, informative content and improving keyword rankings. This significantly increased the site’s ability to attract long-tail informational searches.

The keyword strategy not only targeted high-volume, winnable terms but also focused on intent-driven queries to engage users effectively.

The strategy directly contributed to business objectives, attracting relevant clients to ISO training and certification, growing organic traffic and reducing reliance on PPC. The measurable improvements in clicks, impressions and keyword rankings prove the campaign’s business impact.

We’re proud that the website rebuild and SEO improvements laid a strong foundation for continued growth, ensuring that Orion could maintain and build upon these results in the future.