October 2014

123Inkjets is an Australian based ink and toner cartridges provider with an inexpensive range of products to choose from. Established in 2003, 123Inkjets has proved to be one of the most renowned cartridges providers across Australia for its excellence in customer service and offering quality cartridges at a discounted price. Their reputation is further enhanced by partnering with Lexmark which authorises 123Inkjets as a supplies partner


  • Improving the ranking of a number of non-branded keywords on Google
  • Increase revenue through traffic to the site
  • Improve the ranking of local and region keywords in a competitive marketplace
  • The client hired Digital Muscle (in 2010) to improve their SEO performance
  • Their business is between 1-5 employees
  • They didn’t have an active blog nor were they making good usage of social media
  • They had done SEO in the past with a UK company but received nil


After investigating the entire site to determine the areas that needed improvement and refinement, we created a holistic strategy encompassing content and technical factors. We utilised two different strategies with our client and they are as follows

1. Content Driven Strategy

This is our preferred strategy but it requires significant resources, time and effort. Which is usually beyond what the majority of clients can afford. But having said that, our content driven strategy is quite simple

  • Create content that attract backlinks
  • Actively promote the content so that it actually gets backlinks

The end goal here is to increase the authority of the client’s website. The more website authority you have, the easier it is to rank for keywords. Fresh and relevant content was placed throughout the site and an appropriate and focused outreach strategy was implemented

2. Non-content driven strategy

This strategy is exactly what it sounds: we don’t create and promote content Instead, we optimise a page or many pages for the target keywords

This approach is best utilised for small SME’s or local businesses with a small monthly budget

For this client, we used this strategy

Here are the tactics involved with this strategy

  • Identify keywords, analyse good ranking competitors and have the client approve the keywords
  • Optimise the target page(s) for those keywords
  • Perform a SEO audit to identify all onsite technical issues and conduct an offsite backlink analysis
  • Rectify all issues found within the SEO audit
  • Prospect for link opportunities
  • Begin securing “easy” backlinks
  • Start our blogger outreach campaign
  • Continue acquiring relevant backlinks until the client ranks

Keyword Research

Straight away, the client supplied us with great ideas and keywords they wanted to rank for.

Our team digested this information and immediately copy and pasted it into the Google keyword planner to identify traffic volume for each keyword.

Through the keyword analysis we was able to identify the keywords with the highest search volume. We ended up with a rough list of approximately 15 keyword ideas. We cut this list down to 10 even though, 100+ keywords were relevant for this website but we had to establish a strong foundation and put the focus on a selected few.

Competitor Analysis

We break our competitor analysis down into two stages. The first stage is rather quick and simple.

With this, we are looking at the following

  • PA and DA: we compare the client’s PA and DA relative to the ranking websites
  • Big brand dominance: We look for big brands such as Wikipedia or Amazon ranking on the first page. This can be a sign that the niche is competitive and we may be in a fight with the dominant forces in this industry
  • Pages that signal low competition: We look for “weak” pages such as those from Q&A sites, PDFS, article directories, press releases or even web 2.0s. These types of pages are easy to outrank

This process would tell us whether a particular keyword is worth targeting. If the keyword is suitable, we then move onto stage two of our competitor analysis.

The competitor analysis involves us analysing each competitor sites one by one, side by side.

In this analysis we are looking at a few different factors including

  • Total linking root domains: The quantity of unique domains linking to a page is a strong ranking factor, so it’s at the top of the priority list for us
  • Link quality: We examine the link quality of the competitor’s internal pages. We do this to gather an overall picture of what link quality is acceptable for target keyword
  • Domain age: The older the domain, the more authority it has with Google
  • Strength of content: We rate the quality of the competitor’s content on a scale of 1-10. This rating is based on the length, the intricacy, number of call to action buttons, readability, structure of the content

We then put this analysis relative to the client.

For example: If a competitor has 100 linking root domains, then we know that our client must achieve and receive a similar amount.

Sometimes the client may need more links, sometimes less. However, it is a useful benchmark to keep track of during the SEO campaign

Page- Level optimisation

We decided it would be most effective to target the client’s homepage for the set of 15 keywords we selected.

In any given scenario, our technical members believe we should never exceed 1-3 keyword themes per page on your website. One keyword theme per page is recommended.

For example, If I’m targeting the keyword “anchor text A”, I wouldn’t also try to rank the same page for “anchor text B”

However I can still target keywords related to “anchor text” such as “What is an anchor text”.

This is because the variations are within the same keyword theme. With that being mentioned, here is what our team did to optimise the page

  • We added the keywords to the title and META description.
  • We added the most competitive and primary keyword onto the H1 tag of the page.
  • We included the primary keyword into the content a few times on the page.
  • Content was written by our copywriters which is 1000 words at length placed in a small scrollbox on the home-page of the website.

After this step, it was time to begin our SEO audit.

SEO Audit procedure

The purpose of our audit is to identify technical issues that could harm user experience. Or technical issues that could be leaking website authority.

Common technical issues that hurt user experience or leak authority include

  • Slow website loading speed.
  • Non mobile friendly websites.
  • Ugly, confusing or outdated design.
  • 404 pages (only applicable if they have link equity).
  • Broken links.
  • Redirect chains.
  • 302 redirects.
  • Duplicate content.
  • Thin content.
  • Ineffective internal linking and poor structure.

After performing the audit, we were happy to see that the client did not have these said issues. They had a really good web designer in the past who were able to put together a flawless website</p.

  • They had good hosting arrangements. The website loads around 0.9 seconds.
  • They have a mobile friendly website.
  • Their SSL certificate was installed correctly.
  • They have a clean and modern design utilising Magento as the backend for their e-commerce).
  • They only had a few 404 pages and broken links of which we will rectify.

The only issues that was outstanding was related to the client’s internal linking practises.t wasn’t an epidemic problem but it was certainly something that our team wanted to rectify straight off the bat.

Their main internal linking issues were

  • They weren’t using keyword rich anchors and.
  • They were linking to the wrong pages with keyword rich anchors.

Trouble trouble in the long term as point B can be problematic because it can create keyword cannibalisation issues

We knew that by fixing these two issues, we could flow internal authority back to the homepage

That’s what exactly our technical team did

We changed and adjusted the internal links to target the homepage and used exact match anchor text. It was really that simple

Link building

We focused on the following link types

  • Blogger outreach links
  • Niche relevant blog commentss.
  • Australian business citations
  • Branded properties
  • Web 2.0 links

These are the link types that we normally use in our SEO campaigns

Here is the rough amount of links that we built

  • 30+ contextual backlinks on relevant blogs
  • 100+ blog comments on relevant blogs.
  • 30 citations in the most popular aussie directories
  • 50 branded properties
  • 10 web 20 links

The client had 31 linking root domains before we initiated work. Now the client has around 90+ according to Ahrefs

You may be wondering: “What about the anchor text ratios!?” I got you covered – just a sec.

For the contextual backlinks, we used exact match, keyword variations, and branded anchor text. We used a name for the blog comment anchor text and the citations produced naked link anchors

The anchor ratios are in line with what we have researched and confirmed with SEO’s in reputed SEO forums

  • Less than 1% exact match anchor text
  • 1-5% keyword variations.
  • High percentage of branded and naked link anchors

Now let me present to you our results


The rankings of the site have improved significantly since coming off a SEO campaign with a previous company.

Here is the Google Analytics data over the past 7 years

When we started with the client, they were receiving approximately 6,680 organic search visitors per month

After 7 years of work, we increased their organic traffic to 19,411 per month A 134% increase.

There are a few conclusions you can draw from this growth pattern

  • Growing organic search traffic certainly takes a long time
  • If you quit early, you will never see the fruits of your labour

Digital Muscle has achieved explosive growth for some clients within 2-3 months but this is rare. For most campaigns, it can take 6, 8, 12 or even 15 months to see growth

SEO is not a quick fix.

In our educated opinion, it is a supplemental marketing channel. Businesses that rely on SEO or an SEO agency for growth will lead themselves down a path of destruction. Never put your eggs into one basket the analogy goes

In summary

  • Visibility has increased by at least 130%
  • Improved rankings for highly competitive keywords.
  • Localised keywords were all ranking on the first page of Google


The client originally had a great SEO foundation from their web designer in Canberra which made our job that much easier.

It’s not always easy to grow organic search traffic when working with our clients. In most cases, the clients have years of ineffective/spammy SEO tactics that we must undo.

We prefer to work on websites with little to no SEO in the past as we would then be able to install a strong foundation for the years to come.


“Digital Muscle has played a vital role in ensuring 123Inkjets always rank above our competitors which in turn is having very positive results for our business. We look forward to continuing our SEO campaign with them in the years to come”.