Client: Tender Bulletins
Industry: Tender Notifications and Procurement Insights
Website: tenderbulletins.co.za
SEO Partner: Pixel Earth LTD
Case Study Date: 30th November 2024
Evaluation Time Frame: The last 6 months

Introduction

Tender Bulletins, a leading platform for South African tender opportunities and procurement news, aimed to solidify its position as the go-to resource in the industry. However, the website faced challenges in ranking for competitive tender-related keywords and attracting the right audience.

Pixel Earth LTD implemented a comprehensive SEO strategy to enhance the website’s visibility, traffic, and overall performance.

Challenges

1. High Competition: Competing with established platforms and government websites for key tender-related keywords.

2. Keyword Cannibalisation: Multiple pages targeting similar keywords diluted ranking potential.

3. Limited Content Depth: Existing content lacked optimization for long-tail and niche-specific queries.

4. Low Domain Authority: Limited backlinks from high-authority sites in the procurement and business sector.

5. Geographical Targeting: Struggled to effectively target both national and provincial tender-related searches.

Objectives

Boost Rankings: Achieve first-page rankings for high-intent keywords related to tenders in South Africa.

Increase Organic Traffic: Target a 50% growth in organic traffic within six months.

Enhance Content Strategy: Establish the website as an authoritative resource in the procurement sector.

Optimise User Experience: Streamline navigation for users seeking tender information.

Strategies Deployed

1. In-Depth Keyword Research
Pixel Earth identified high-value, intent-driven keywords including:
“Tenders in South Africa”
“Government tenders Gauteng”
“Construction tenders Western Cape”
Long-tail keywords like “how to apply for tenders in South Africa.”

These were mapped to specific pages to eliminate keyword cannibalisation and maximise ranking potential.

2. Content Revamp and Expansion
Existing Content Optimisation: Updated titles, meta descriptions, and headers with primary and secondary keywords.
New Content Creation: Developed detailed blog posts and guides on topics like:
“Understanding Tender Requirements in South Africa”
“Tips for Winning Government Tenders.”

Provincial Pages: Created region-specific pages targeting local searches (e.g., “KwaZulu-Natal Tenders”).

3. Technical SEO Improvements
Improved site speed by optimising images and minifying CSS/JS files.
Fixed broken links and ensured error-free crawling and indexing.
Enhanced mobile-friendliness to accommodate the increasing mobile user base.

4. Backlink Acquisition Strategy
Secured backlinks from industry-relevant sources, including:
South African business directories.
Procurement-focused blogs and news platforms.
Partnering with local business chambers to feature links.
Disavowed toxic links from spammy domains.

5. Local SEO Optimization
Optimised Google My Business (GMB) listing with accurate descriptions and contact details.
Used structured data (schema) to highlight key tenders and procurement opportunities in search results.
Built citations from local directories to improve visibility for regional tender searches.

6. Enhanced User Experience
Simplified the website’s navigation by categorising tenders by industry and province.
Added a robust search feature to help users find relevant tenders quickly.
Improved CTAs to encourage newsletter signups and registrations.

Results Achieved

1. Improved Rankings:
Achieved first-page rankings for 25+ high-value keywords, including:
“Tenders South Africa” (Position 1)
“Government tenders Eastern Cape” (Position 2)
“Procurement tenders Johannesburg” (Position 3).

2. Traffic Growth:
Increased organic traffic by 70%, surpassing initial goals.
Monthly visitors grew from 20,000 to 34,000+.

3. Local SEO Success:
Dominated local searches for provincial tender keywords, boosting visibility in Gauteng, Western Cape, and KwaZulu-Natal.
GMB profile interactions increased by 120%.

4. Enhanced Engagement Metrics:
Bounce rate reduced by 20% due to improved navigation and user experience.
Average session duration increased by 35 seconds, indicating higher engagement.

Conclusion

Pixel Earth LTD’s strategic SEO interventions transformed Tender Bulletins into a leading authority in South Africa’s tender space. By addressing technical issues, enhancing content strategy, and leveraging local SEO, the platform saw significant improvements in both traffic and user engagement.

Today, Tender Bulletins is not only more visible but also better equipped to serve its audience with valuable, accessible tender information.

Key Takeaways for Other Businesses

1. Content is King: Regularly updated, optimized, and user-focused content can significantly improve rankings.

2. Local SEO is a Game-Changer: Targeting regional searches can drive niche traffic.

3. Technical SEO is Foundational: A fast, error-free site creates a competitive advantage.

4. Backlinks Build Trust: High-quality backlinks improve domain authority and rankings.

Looking to dominate your industry online? Contact Pixel Earth LTD today for expert SEO solutions.

 Looking to dominate your industry online? Contact Pixel Earth LTD today for expert SEO solutions.