SUCCESS STORIES

Driving Organic Traffic with CrimCheck

CrimCheck is a certified social enterprise and Australia's only not-for-profit provider of National Criminal History Checks. For almost two decades, it has helped organisations make informed hiring decisions with secure, reliable background checks.

Every check makes a difference. All of CrimCheck's profits go to South East Volunteers, funding community transport, wellbeing and social connection programs for older Australians, people with a disability and people experiencing social isolation. As CrimCheck says, it doesn't just understand the sector, it's part of it.

CrimCheck had grown through industry connections and a strong brand. Now it wanted individuals and businesses searching for a police check to find it on Google, so every search could help fund its community programs.

Want results like this?

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561%

return on investment

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519%

increase in users

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596%

increase in top 3 keywords

The Need

CrimCheck was new to digital marketing. Most of its traffic came from people who already knew its name, and it wasn't yet selling individual police checks online. It needed to reach the people searching for police checks by state, by industry and for business, and turn those searches into sales.

The key objectives:

Reach new people
- Bring branded traffic below 50% of all organic traffic.
Individual police checks
- Reach 100 individual police checks a month by the end of the year.
More traffic and keywords
- Double the keyword base and grow organic traffic by 50% year on year.
Page one in every state
- Rank on page one for police checks in Queensland, Victoria, South Australia, Western Australia and New South Wales, and top three for "police check for business".

The Plan

We built the plan around the different people who need a police check, and how they search for one.

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Audience pages

Create pages for aged care, disability support, the gig economy and visa applicants.

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Location pages

Create a police check page for every state and territory.

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Business page

Create a dedicated page for businesses that need police checks.

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Blogs and backlinks

Publish helpful blogs and earn quality backlinks every month.

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Pages for every audience

We created pages for aged care, disability support, gig economy workers and people applying for visas, targeting both ready-to-buy and informational searches. The quality of the information earned features and rich snippets, helping CrimCheck compete with bigger sites.

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Police checks by state

Police checks are national, so location pages didn't feel intuitive at first. But people search by state, so we built a page for each one, with a simple call-to-action internal linking plan the developer could put in place easily.

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A home for business checks

We created a police check page for businesses, along with blogs on long-tail topics like spent convictions, giving every kind of searcher a page that answered their question.

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Working through a developer

We didn't have direct access to the website, so we kept every recommendation simple and clear, and explained the reasoning to CrimCheck's developers along the way.

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A scratch in the record

Eight months in, a website update accidentally removed the whole site from Google's index. We spotted it within a weekend, removed the noindex tags, restored the canonical tags, resubmitted every page to Google Search Console and worked through the pages with the developer. The site was back in Google and the campaign kept growing.

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Rethinking how people search

It seemed natural to treat police checks as one national search. Showing the team how people really search, by state and by industry, opened up a much bigger audience.

The Results

The campaign met every goal it set out to achieve, and opened up a whole new revenue stream for the community.

561% return on investment: CrimCheck went from selling no individual police checks online to a 561% return on its SEO investment, with every dollar of profit going back into the community.

341 individual checks in a month: In August 2022, 341 individual police checks were completed, more than three times the goal of 100 a month. When the campaign started, there were none.

Organic users up 519%: Organic users grew 519%, far beyond the 50% goal.

Top three keywords up 596%: Keywords in the top three positions grew 596%.

New clients, new sectors: CrimCheck's team saw steady traffic growth and new business clients from sectors it hadn't reached before.

561%

Return on investment

519%

Increase in organic users

596%

Increase in top three keywords

The Conclusion

CrimCheck is more than a background check provider. Every check it completes helps fund programs for older Australians, people with a disability and people experiencing social isolation. The more people who find CrimCheck, the more good it can do.

We built pages for every audience, every state and every business that needs a police check, and our copywriters wrote the content CrimCheck's small team didn't have time for. When a website update removed the site from Google, we had it back within days, and the campaign kept growing.

Within a year, CrimCheck went from selling no individual police checks online to 341 in a single month. Organic users grew 519%, and the campaign returned 561% on its investment, all of it supporting the community.

561% ROI. 341 individual checks in a month.
SEO that gives back.

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In-depth AI & SEO audit

Uncover weaknesses and opportunities to overtake the competition and gain market share

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Expert traffic analysis

Discover quick wins to boost  your visibility for your most valuable search terms

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Custom AI & SEO roadmap

Get clarity and confidence with an AI & SEO strategy aligned with your goals, industry, and unique challenges

Client success:

561%

return on investment

519%

increase in users

596%

increase in top 3 keywords

“Driving organic traffic that is all about the recognition and results without a blemish on your record.”

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378%

Increase in number-one keyword rankings

How 'custom t shirts' went from page one, position eight, to the very top spot.

Driving Organic Traffic with CrimCheck

The Need

The Plan

The Execution

The Challenges Overcome

The Results

The Conclusion

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