+92% Non-Brand Traffic for a Translation Agency Via On-Page SEO

Project Goal

Beyond mere brand awareness, the client had room for growth in organic traffic: visibility came almost exclusively from brand-related search queries, while generic search terms generated hardly any clicks. The goal was to specifically increase this non-brand traffic—that is, to reach new customers who are actively searching for the service without knowing the brand. Since the website is available in three languages, visibility was to be increased across all language versions, built on a solid technical foundation.

Challenge

The biggest challenge was the multilingual nature of the website: Each of the three language versions required its own, locally researched keyword strategy. Added to this were technical legacy issues: an outdated CMS setup with many plugins that hadn’t been updated in years, posing a risk to loading times and stability. On top of that, there were broken links and unresolved errors in the Google Search Console that were negatively impacting rankings.

Project Details

The process began with a comprehensive analysis of all existing pages: Which keywords did the website already cover in the three language versions, and which relevant search terms were still missing? Based on this, a separate content strategy was developed for each language—not mere translations, but locally researched content tailored to the respective search behavior. Existing pages were revised accordingly and supplemented with missing, keyword-relevant content. In addition, the meta tags were extensively revised.

At the same time, technical SEO was implemented: broken links were identified and fixed, outstanding errors in the Google Search Console were resolved, and the indexing of the affected pages was corrected. The revised content went live in January 2026, bundled across all three language versions—meaning that content and technical measures were implemented simultaneously rather than sequentially.

Results

For the evaluation, non-brand traffic—that is, traffic without brand-related search queries—was analyzed separately. When comparing the six months before and after the launch, a significant increase is observed: clicks rose by 92%, impressions by 25%, and the average ranking improved from 36th to 12th. The click-through rate also rose from 0.36% to 0.55%.

	Before	After	Change
Clicks / month	~30	~57	+92%
Impressions / month	~8,350	~10,420	+25%
Average position	36	12	–24 positions
CTR	0.36%	0.55%	+53%

The largest contribution to growth came from one of the three language versions, which now accounts for about 40% of non-brand-related clicks—more than any other language version of the website, including the primary language.

This Strategy for Your Project

If your website has similar potential in terms of untapped non-brand traffic, technical legacy issues, or multiple language versions that haven’t been properly planned out yet—this very approach combining content strategy and technical SEO can be applied to your site as well. The prerequisite is that you have the budget and the willingness to tackle this issue. Get in touch, and I’ll take a look at your specific project.

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