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850% YoY increase in organic traffic for leading Australian SIM company

Lebara is a leader in the Australian SIM market, but their digital share of voice wasn’t reflecting this. As a long-standing client, we’ve provided many services for Lebara: this SEO campaign led to a 850% increase in traffic YoY.

Case Study at a Glance

  • Lebara is an established retailer of SIM products and mobile plans in Australia: but their organic search rankings weren’t reflecting their success in this niche.
  • Vine Digital has worked with Lebara for many years, providing a number of our core services. For this campaign, our specialists created an innovative content strategy designed to boost the client’s organic visibility.
  • We planned, produced and implemented 130 new pages—each targeting “how to call” queries for various countries. This resulted in a 790% increase in traffic over 6 months, and an 850% YoY increase in traffic.

“We’ve recommended Vine’s services to several businesses, and look forward to working on even bigger projects in the future. Thanks once again for being the core of our digital team.”

Arjun Vasan
Head of Marketing, Lebara Mobile

Lebara is a telecommunications company, and offers some of the lowest international call rates in Australia.

Lebara has been a Vine Digital client for many years: in which time we’ve managed various campaigns in SEO, PPC, web design and programmatic advertising. This campaign focused on organic channels and content.

Key Challenges Solved

The client’s goal was to expose Lebara to new customers. The brand’s USP is its low call rates to a wide variety of countries overseas; many consumers were not aware of this. The competition was high for keywords like “mobile plan” and “prepaid plan”. To come up with an original content strategy, Vine Digital was challenged to think outside the box.

Our Solution

For Lebara to successfully expand its reach, this campaign needed a unique method—to increase non-branded traffic to the site. To achieve this objective, Vine Digital proposed the creation of 100+ content pages—based on a detailed data mine of keyword search trends for the topic of overseas calls.

Our research found that the most popular search queries were focused on how to call overseas, and what phone codes to use for specific countries. We planned to target these kinds of searches with dedicated informational landing pages, to rank organically in different countries. Our specialist teams collaborated in a few different aspects:

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Audience Data Analysis

The campaign was built on a strong foundation of data: to start, we focused on the client’s target audience. To effectively generate clicks with Lebara’s content, an in-depth understanding of the user’s needs was crucial.

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Keyword Research

Through a detailed semantical and keyword gap analysis, we identified the best keywords and countries to focus on. The new site architecture visualised all pages to be built–including their position and role in the internal linking structure.

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Content Marketing

The page template needed to be reproducible and highly informative: all while enshrining UX best practices. Once the template was completed, our specialists wrote and implemented 130 new pages in the space of ten months.

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Design & Development

Based on the magnitude of this content strategy, we decided to build out a new section of the website—to purely house informational content.

Business Impact

Our SEO specialists and content marketers implemented a highly successful campaign which led to increased SERP visibility and higher monthly traffic.

“Vine has been an integral part of our small marketing team, and managing our SEO and Google search and display ads – the way the projects are managed is spectacular, and the delivery of our website was well above our expectations.”

Arjun Vasan
Head of Marketing, Lebara Mobile

6 months: 790% increase in organic traffic.

12 months: 850% increase in organic monthly traffic. This figure continues to grow today.