The Challenge
Farawell Funeral Services arranges funerals in Thailand. It takes care of every part of a funeral for the family and answers calls 24 hours a day. Its tagline says that the last goodbye should also be the best one.
The company had launched a new website, but the site did not appear in search results. The cause was a basic one. Noindex tags, which tell search engines to leave a page out of their results, had been added to the site by mistake, so search engines could not index any of it. With no visibility in organic search, the unpaid results, the site brought in no traffic from search and almost no chance of a conversion. Primal was asked to find and fix these technical problems so that the site could compete for customers in its market.
Our Approach
Primal set two aims, to give search engines access to the site again and to give the site more authority in organic search over the long term. The team reviewed the structure of the site to correct how Google’s crawlers, the programs that read web pages for Google, worked with it. The first fix was to reverse the noindex tags that had kept the site out of search results.
From the first day, Primal paired the technical fixes with keyword mapping, which matches each page to the searches it should appear for, with a focus on high-intent searches from people close to a decision. A strategy to gain backlinks, links to the site from other websites, ran alongside it, so the first fix was part of a longer-term approach to growth.
Outcomes Achieved
Primal acted on the technical problem first, then kept adding content and links. We removed the noindex tags so that search engines could index the site again, then ran a link building campaign to strengthen its domain authority, a score of how likely a site is to rank in search. Alongside this, we published optimised blog posts that answer specific questions people search for, to make the site more relevant to its topic.
With the noindex tags gone and the new content and links in place, clicks grew 13.33x within 3 months. Organic impressions, the number of times the site appeared in unpaid search results, grew 4x, and conversions grew 2.48x over the same 3 months.
- 4xIncrease in Organic Impressions
- 13.33xIncrease in Clicks
- 2.48xIncrease in Conversions
Key Insights
- Noindex tags added by mistake kept search engines from indexing the new website, so it had no visibility in organic search.
- Primal fixed the noindex tags first and mapped out keywords and backlinks from the first day.
- Once the site was indexed again, blog posts and link building followed. Within 3 months, clicks grew 13.33x, organic impressions grew 4x and conversions grew 2.48x.
