Client: Government-backed immigration support app
Industry: Immigration, Newcomer Services, Cultural Integration
Engagement: 15-Day SEO Sprint using AREP Framework
Role: Led full technical/content audit, keyword research, and traffic projections
Goal: Drive high-intent organic traffic to informational and event pages, improve app downloads, and expand search footprint vs. government and non-profit competitors

🧭 Objective

Drive targeted organic traffic from newcomers and immigrants in Canada

Improve discoverability of free events, services, and cultural opportunities

Build topical authority in a competitive government/NPO search ecosystem

Fix crawl/indexing issues and launch scalable content systems

🔍 Phase 1: Audit – Technical SEO & Crawlability

Tools Used: Screaming Frog, Ahrefs, PageSpeed Insights, GSC

Key Issues Identified:

🚫 Duplicate Venue Pages:

Multiple versions of venue URLs (/jasper-national-park vs /jasper-national-park-2)

Google selected incorrect canonical versions
🔧 Fix: Canonical tags + 301 redirects to resolve content dilution

⚠️ Meta Tag Duplication:

English/French versions shared identical metadata

Confused Google despite hreflang use
🔧 Fix: Localized title/meta descriptions for each language

📉 Pagination Blocked by Noindex Tags:

Blog & venue paginations were not crawlable
🔧 Fix: Self-referencing canonical tags + remove noindex

❌ 404 Pages Across Events Section:

151 broken event links harming crawl budget
🔧 Fix: Replaced dead links, redirected high-authority URLs

🐢 Page Speed Fails on Core Web Vitals:

FCP, LCP, CLS all underperforming on mobile
🔧 Fix: Compressed assets, deferred scripts, improved time-to-interactive

📊 Phase 2: Research – Keyword Mapping & Competitive Benchmarking

Competitor Set Included:

Government portals (e.g. Canada.ca, Immigration.ca)

Settlement-focused NPOs (e.g. NewToBC, Destination Canada)

Regional organizations (e.g. Ingenium Canada, Attractions Ontario)

Keyword Strategy:

Clusters created based on search intent and demand:

📌 Informational:

“how to apply for spouse PR in Canada”

“after PR what next in Canada”
📌 Navigational/Discovery:

“free events in Toronto for newcomers”

“royal tyrrell museum passes”
📌 Transactional (CTA-implied):

“jasper national park pass”

“Canadian museum tickets for PR holders”

Mapped 300+ long-tail terms for venues, events, and location-based experiences
🧠 Created seed-topic to sub-topic maps for each vertical (e.g., parks, museums, cities)

⚙️ Phase 3: Execution Strategy

🔧 Technical SEO

Canonicals + redirects for duplicate venue pages

Removed noindex from pagination

Optimized mobile CWV metrics across templates

✍️ On-Page SEO

Unique metadata by language

Added FAQ schema to venue pages

Implemented internal links from blogs to high-value event/venue URLs

📚 Content Strategy

10 new blog topics/month around immigration & cultural integration

Created scalable templates for:

Museums in [City]

Free Events in [Province]

National Park access for newcomers

Added interlinking between blog, event, and venue pages

⚙️ Programmatic SEO

Structured event/venue data to auto-generate landing pages

Created 50+ location-based event pages with dynamic CTAs

Integrated keyword and user intent signals per city

🌐 Link Building Strategy

Reverse engineered competitor backlink sources (e.g. Canada.ca, Immigration.ca)

Created high-value guides (e.g. “Canada National Park Welcome Guide”) to attract organic links

Targeted Reddit forums and community threads with evergreen answers

📈 Phase 4: Projections

Estimation Methodology:

Based on target keyword volume

Assumes Top 3 rankings with 25–30% CTR

20% app download conversion rate

✅ Final Outcome

💡 Delivered a full AREP SEO sprint in under 15 days
🔧 Identified and resolved technical blockers, duplicate content, and crawl issues
📊 Benchmarked competitors across 8 key domains
🗺️ Built 300+ content opportunities via keyword mapping
📈 Forecasted 75K traffic lift and >15K app downloads
📍 Positioned the brand for long-term SEO growth and national visibility