SEO Roadmap

Bayut & dubizzle

Full Revamp of dubizzle, Optimization for Bayut

January 2022
dubizzle Motors - Current Standings

Top Query Analysis

# Position % Traffic CTR Impressions % Impressions % Pages

1) <=2 38% 48.4% 167,290 10% 24%

2) 2 to 4 30% 15.6% 416,408 24% 24%

3) 4 to 10 31% 6.1% 1,098,949 63% 42%

4) Below 10 1% 2.6% 48,490 3% 11%

Takeaways:
● Group # 2: Push these pages to Group # 1
● Group # 3: Huge potential of improvement
● Group # 4: Untapped market
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dubizzle Motors - Mission & Goals

Group # 3:
● 42% of the pages rank from 4 -10 position against the relevant top searched query and the SV for these
queries are 63% of the total Top Query SV, there’s a huge potential traffic we are missing out due to lower - 6.1%
- CTR.
● Target: To optimize the SEO for these pages using effective methods to improve the ranks and upgrade these
pages to the Group # 1 and 2.

● Traffic Potential: If all of the Group 4 pages move to Group 1: 1M * 48% = 480k ~ 4x of the current traffic

Group # 4:
● 11% of the pages fall in this group and just 3% of the total impressions which indicates we are missing out traffic
on close-to-relevant topics. This refers to the potentially untapped traffic we are missing out.
● Target: To analyze these queries and create new sections, pages and any other relevant content we are
missing but is relevant.
● Traffic Potential: The estimate traffic potential can not be judged at the moment but the gap between % of # of
pages and # impressions definitely tells you there’s a good amount of organic traffic untapped by dubizzle.
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dubizzle Motors - Improvements & Optimizations - Timeline

January February March April May June

Metadata Seller Traffic Internal Linking Long-Tail Pages LB Campaigns & Exploration of New
Optimization - 1 Analysis & Metadata Analysis & New - subject to tech New Blog Ideas Relevant Sections &
Optimization - 2 Experiments Research User Engagement
Experiments
For all categories of Performance of Motors Detailed analysis how Introduction of EN Start of extensive LB
Motors except Used Seller Page after full SEO internal linking for LPVs long-tail pages on campaigns on
June will be occupied in
Cars. Optimization of implementation is done. can be improved. Motors. dubizzle Motors
exploring new avenues of
metadatas and category Used Cars metadata Experiments: Buyers side.
relevant content and
names. optimization - e.g. remove 1) On-Page content on LPV
‘Sell’ keyword from buyers section on Moroes. For
2) Targeting ‘Price’
example, a section for
LPVs and other changes. keyword in metadata
content around new cars -
3) Internal Links from
prices, specifications etc.
Blogs

Current Traffic 3 Months 6 Months

Traffic Boost Estimation:
0.95M / month 1.1M / month 1.25M / month
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dubizzle Jobs - Traffic Drop

Ahrefs
GSC

Takeaways:
● Gradual drop of Jobs traffic since Oct 2020 on GSC. Recovered a bit in last 3 months but still an overall 30-40% drop
● Ahrefs shows even more drop since Jan 2018 when the traffic was highest.
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dubizzle Jobs - Current Standings

Top Query Analysis

# Position % Traffic CTR Impressions % Impressions % Pages

1) <=2 8% 33.2% 24,154 3% 9%

2) 2 to 4 8% 23.8% 31,228 3% 7%

3) 4 to 10 47% 5.7% 796,852 86% 18%

4) Below 10 37% 47.1% 75,433 8% 66%

Takeaways:
● Overall: Average position is very poor - only 6% impressions were received while ranking above 4 position
● Group # 3: Huge potential of improvement
● Group # 4: Mostly DPV pages
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dubizzle Jobs - Mission & Goals

Group # 3:
● 18% of the pages rank from 4 - 10 position against the relevant top queries attracting 86% of the total
impressions but brings only 47% of the traffic indicating a huge potential if these pages rank higher. Most of
these pages are LPV pages with average CTR of 5.7% indicating a significant drop in CTR as compared to
Group # 1 & 2.
● Target: To optimize the SEO for these pages using effective methods & introduce appropriate sub-categories to
target these queries through dedicated pages.

● Traffic Potential: If all of the Group 4 pages move to Group 1: 800k * 33% = 264k ~ 3x of the current traffic

Group # 4:
● These are mostly DPV pages ranking against the top queries. 66% of the total ranking pages indicates of poor
SEO of LPV pages or missing particular categories. CTR might be high due to the title matching the search
queries and intent.
● Target: Ideally the LPV pages should rank instead of DPV pages to provide more job options to users. Missing
sub-categories must be added to target these queries.

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dubizzle Jobs - Improvements & Optimizations - Timeline

January February March April May June

Detailed Keyword & Basic Metadata New Categorization Long-Tail Pages LB Campaigns & Exploration of New
Competitor Analysis Improvements - Analysis and Plan - - subject to tech On-Page Relevant Sections &
Homepages subject to Prabhaas Optimizations User Engagement
Experiments
Overall SEO analysis to Suggest new metadatas Recategorization of Job Introduction of EN Start of extensive LB
be done similar to for Jobs Wanted and Jobs Roles and New sub- long-tail pages on campaigns on June will be occupied in
Motors. Vacancies. categories aligned with Jobs. dubizzle Jobs. On- exploring new avenues of
user demands. page optimization relevant content and other
will include FAQs and sections on Jobs. For
other example, a blog section for
Jobs in Dubai

Current Traffic 3 Months 6 Months

Traffic Boost Estimation:
108K / month 125K / month 150K / month
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dubizzle Classified - Traffic Drop

Takeaways:
● Clear drop of Classifieds’ traffic since Oct 2020 on GSC and continues to drop.

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dubizzle Classifieds - Current Standings

Top Query Analysis

# Position % Traffic CTR Impressions % Impressions % Pages

1) <=2 80% 31.8% 643,043 61% 48%

2) 2 to 4 14% 21.6% 167,651 16% 22%

3) 4 to 10 5% 6.1% 191,619 18% 20%

4) Below 10 1% 3.6% 52,046 5% 10%

Takeaways:
● Overall: Still in good health.
● Group # 3: Potential of improvement
● Group # 4: Untapped market
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dubizzle Classifieds - Mission & Goals

Group # 3:

● 20% of the pages rank from 4 - 10 position against the relevant top queries attracting 18% of the total
impressions but brings only 5% of the traffic indicating a good amount of potential if these pages rank higher.
Again, low CTR reflects lower conversion.

● Target: Analyze these queries and formulate a plan to target these pages by introducing new categories, sub-
categories and optimizing the SEO factors.

Group # 2 & 1:

● Important to focus on these groups as the traffic is constantly dropping overall which reflects the top pages are
getting affected slowly. Also, the CTR% is relatively low as compared to the other vertical which could mean
potential of improvement in SEO Metadatas.

● Target: Strengthen these pages by improving the metadatas and introducing appropriate categories and
subcategories aligned with user searches. 11
dubizzle Classifieds - Improvements & Optimizations - Timeline

January February March April May June

Detailed Keyword & Basic Metadata Long-Tail Pages LB Campaigns & Exploration of New
Competitor Analysis Improvements & New Categorization - subject to tech On-Page Relevant Sections &
Fixes Analysis and Plan Optimizations User Engagement
Experiments
Overall SEO analysis to Suggest new metadatas Recategorization of Job Introduction of EN Start of extensive LB
be done similar to for main categories Roles and New sub- long-tail pages on campaigns on June will be occupied in
Motors. including meta titles, categories aligned with Classifieds. dubizzle Classifieds. exploring new avenues of
description and H1s. user demands. On-page optimization relevant content and other
will include FAQs and sections on Classifieds.
other For example, a blog
section for Classifieds in
Dubai

Current Traffic 3 Months 6 Months

Traffic Boost Estimation:
638K / month 720K / month 800K / month
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dubizzle Property - Current Standings
Top Query Analysis - Rent

# Position % Traffic CTR Impressions % Impressions % Pages

1) <=2 72% 27.6% 1,214,349 34% 16%

2) 2 to 4 17% 14.1% 552,514 16% 16%

3) 4 to 10 10% 3.4% 1,425,720 40% 43%

4) Below 10 2% 2.0% 357,739 10% 26%

Top Query Analysis - Sale

# Position % Traffic CTR Impressions % Impressions % Pages

1) <=2 33% 25.1% 40,147 11% 4%

2) 2 to 4 40% 12.2% 99,999 27% 13%

3) 4 to 10 20% 4.4% 142,670 39% 40%

4) Below 10 7% 2.7% 83,038 23% 43%

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dubizzle Property - Mission & Goals

Group # 3:
● Rent: 43% of the pages rank from 4 - 10 position against the relevant top queries attracting 40% of the total
impressions (highest among the groups) but brings only 10% of the traffic indicating a huge potential if these
pages rank higher.

● Sale: 40% of the pages rank from 4 - 10 position against the relevant top queries attracting 39% of the total
impressions (highest among the groups) but brings only 20% of the traffic indicating a huge potential if these
pages rank higher.
● Target: LB campaigns, improving internal linking and an overall optimized metadatas will provide these pages
boost to fall in the group 1 and 2.

Group # 4:
● Rent: 26% of the pages rank below position 10 getting 10% of the total impressions.
● Sale: 43% of the pages rank below 10 position against the relevant top queries attracting 23% of the total
impressions but brings only 7% of the traffic indicating a huge potential if these pages rank higher.
● Target: Huge boost needed for Sale pages here. More internal linking and improved metadatas for these pages
will boost SEO for these pages.
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dubizzle Property - Improvements & Optimizations - Timeline

January February March April May June

Detailed Analysis for Formulating Existing Short-Term Long-Tail Pages LB Campaigns & Internal Linking
“Sale” pages. Improvements in Pages Analysis and - subject to tech On-Page Analysis and
Basic Metadata & Improvements Optimizations Improvements
Anchor texts
Overall SEO analysis for Dubizzle is already good in Introduction of EN Start of extensive LB An overall internal linking
“sale” pages to be done Suggest new metadatas the short-term category long-tail pages on campaigns on audit and how we can
in order to better for main categories but there seems to be dubizzle Property. dubizzle Property. improve it specially linking
understand where these including meta titles, more potential in furnished On-page optimization from homepage and LPV-
pages are lacking.. description and H1s. short-term rentals.. will include FAQs and LPV linking.
other content

Current Traffic 3 Months 6 Months

Traffic Boost Estimation:
657K / month 680K / month 730K / month
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Bayut Property - Current Standings
Top Query Analysis - Rent

# Position % Traffic CTR Impressions % Impressions % Pages

1) <=2 32% 17.3% 541,710 18% 18%

2) 2 to 4 51% 11.2% 1,355,283 44% 39%

3) 4 to 10 17% 4.6% 1,091,300 36% 35%

4) Below 10 1% 2.5% 71,214 2% 8%

Top Query Analysis - Sale

# Position % Traffic CTR Impressions % Impressions % Pages

1) <=2 27% 32.2% 72,445 6% 12%

2) 2 to 4 42% 16.2% 227,126 20% 32%

3) 4 to 10 30% 3.3% 811,510 70% 43%

4) Below 10 1% 2.7% 40,396 4% 13%

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Bayut Property - Improvements & Optimizations - Timeline

January February March April May June

AR long-tail LB Campaigns Start Formulate and Start Long-Tail Pages Internal Linking H1 performance
Performance & Anchor Texts other SEO New Ideas Analysis & Plan Analysis and UX
Analysis. Experiment Experiments Experiments.
Execution
Overall analysis of Bayut Meta Title and description For example multiple Analzying the June will be for analyzing
AR long-tail pages to be Basel will start pushing LB experiments according to keywords pages & existing internal the performance of all the
done and suggesting campaigns. Anchor texts the top searched queries. improved keyword linking and changes and planning out
next steps. need to be planned. FAQ and on-page content search. suggestions for UX and user engagement
experiment. improving it. experiments.

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