Informa Case Study


Informa Middle East has operated in the MENA region for two decades organizing conferences, training, managed events and exhibitions.


Increase in course registrations


Increase in monthly revenue


Return on investment

Following a net loss of 25% in organic traffic and a 47% loss in organic conversions, we turned the website performance around. By October, we had increased impressions in organic search results by 153%, organic traffic by 63%, and improved course registrations by 908% over our baseline in May.

The SEO campaign contributed an additional estimated $346,745 per month in revenue over the baseline month of May. By the 6th month of the campaign, Informa made around $200 in course sales for every dollar invested in SEO, which is a 20,000% ROI.


  • Created new course category pages and menus
  • Migrated the blog to a root domain directory
  • Implemented Event Schema
  • Guest post and reclamation link building

When we took on the site, course categories got shown via an internal search that displayed pages on URLs with parameters. We believed this, along with a negative impact on crawl budget, was having a significant effect on our chances of appearing for core terms.

Our priority was to create standalone course category pages on fixed URLs to better our chances of ranking. We then updated navigation to push internal link equity to these pages and drive up their authority.

Secondly we consolidated the website by moving the blog on to the main domain, and in turn pool link juice on to one TLD. Next we optimized user and usage signals by delivering content that met the needs of searchers looking for in-depth course information. With the site’s structure, content and UX optimized, we then focused on link acquisition via email outreach mostly to education and business websites.

"Over the past 6-months SEO Sherpa has increased our visibility in Google by 150%. Course registrations have gone through the roof.”

Asif Nazir

Digital Marketing Manager

The organic SEO service ambitious brands turn to

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