Case Study of Chessunleashed

Case Study of
Case Study of
Business Model :True greatness requires philosophy, psychology, and knowledge of the game. All three elements are necessary to perceive the game as a whole and develop the skill to master any opponent.

ChessUnleashed is an Online Chess Coaching Center that will teach you to be an advanced chess player by employing an approach that few novice players are permitted to access, an approach developed by a grandmaster. The course puts emphasis on chess fundamentals, workflow methods, and elements of psychology.

Case Study of
  • Website:
  • Industry:Online Chess Coaching & Training
  • Target Market:US
  • Challenges:

    As Chess Unleashed was newly created, we had to start from the scratch. The SEO challenge that we faced at the beginning of the campaign was the Google Indexing of all the website pages. Also we had to focus on proper keyword research & targeting with on page optimization. Above all, the major challenge was:

    • 1) High Competition
    • 2) No Backlinks
    • 3) Low Conversion Rate
    • 4) Lack of Social Media Presence

Our Findings :

YourSEOPick team came out with following findings that were barriers for Chess Unleashed's poor performance on search engines.

Missing Title Tags:

Title tags are the most important on- site element to influence rankings. Title tags should be unique for each page with the brand at the end and the primary keyword at the beginning. Adding a unique title tag to each page summarizing the focus of the page will improve relevancy and search engine rankings for targeted keywords. During our technical assessment, we found that no title tags were used.

Older optimized

Missing Meta Descriptions:

Meta descriptions are displayed in search results much like paid advertisements. Optimized meta descriptions are known to improve click through rate. Meta descriptions should include a call to action and align with the title and H1 tag of a page. We found that no meta descriptions were used.

Older optimized

High Page Load Time:

With continuous algorithm updates, the search engine giant, Google, emphasized on saving low page load times in order to improve user experience. In his update, Matt Cutts, Google’s Webspam team head, specified that the new algorithm update will consider site's page load time as an important factor for rankings. While technical assessment, YourSEOPick team tested the page load time & found that site takes 12 seconds which was slower than 60% of all tested websites.

The main factors that contributed to high load time were large css & javascript files, improperly optimized images & scripts, missing browser caching etc.

Domain Authority & Trust:

The domain authority of site is an important factor that ranks the site as high- quality or low- quality. It is measured on a 100 point scale, with any site above 40 being considered a fairly good quality site, and sites above 70 being considered truly high quality. When YourSEOPick team tested Chess Unleashed domain authority as compared to competitors, we found that it was 1 (out of 100) which states that the site's quality is extremely poor in terms of trust & authority & requires attention.

How we did it?


We understand that increasing visibility over internet is the key to success in online business. Chessunleashed being an Online Chess Coaching Service should have a strong online impact and must continually be shown in search results to gain more and more mindshare with each potential customer. To be on the top rank on the SERPs was our prime objective as it would result in getting more leads & gaining website traffic resulting in higher conversion. The major approach was set to optimize onpage factors and build high quality relevant backlinks by increasing backlinks, social reach, and online promotion.


Phase 1 – Website audit

Prevailing website was assessed against a list of checkpoints including major ones like website errors, design issues, links, url health, meta tags, content quality, robots.txt, file size, alt tags, sitemap etc.

After completion of website audit, major issues found with website were as follows,
  • Poor Page Speed
  • Missing alt tags
  • Images more than 20kb
  • Improper meta tags
  • No Microdata
  • 404 Pages
  • Internal Link Issues
  • Poor quality, lesser back links
  • Unminified CSS & Javascript

Phase 2 – Keyword research

Extensive keyword research on keywords like “Online Chess Coaching Services ”, “Valentin Yotov chess classes ”, “ Interactive Chess Learning “ etc.. was performed using keyword research tool like Google Adwords.

The process :

  • Extracting the search term from each page of the website.
  • Generating list of most relevant keywords
  • Analysing the keywords used by Competitors
  • Finding number of search results and global searches per month for each keyword.
  • Derivation of most appropriate, profitable generic keywords based on KEI and client demands
  • Derivation of secondary & long tail keywords for inner pages and specific pages.

Phase 3 – Onpage optimization

Onpage optimization being the most demanding aspect of Chessunleashed, was performed with content optimization in core of all onpage factors. Google webmasters tools and Google Analytics Account was set up to track the website errors & analyse the website traffic respectively. Apart from this, was also optimized for Site Speed, Microdata Insertion, Image Size & Alt Text, Meta Title & Meta Description, CSS & Javascript Minification and various other onpage factors.

Phase 4 – Website testing

Website assessment for errors, bugs, content mistakes and usability was performed to check out website's SEO health after onpage optimization.

  • Post optimization report sent to client.
  • Website finalization with client approval.

Phase 5 – Offpage optimization

As Chessunleashed targeted global market specially USA, the core strategy for off-page optimization was set towards creating high quality natural back links, and social influence back links along with niche backlinks that could significantly help this kind of site to get higher rankings. We initiated by doing Article Submissions in high pr quality article sites. The title of the article focused on the generic keyword with inner category link in the body content.

Offpage optimization

At the later stage, YourSEOPick team continuously kept going with content sharing comprising of Blog Submissions, Blog Bookmarking, that are of high authority & pr (page rank) with maximum visits & clicks.

  • Offpage optimization
  • Offpage optimization

The next step which we followed was creation of Social Media Pages for the business on Facebook, LinkedIn & Twitter. Also we started working on Social Media Marketing to drive targeted traffic.

  • Offpage optimization
  • Offpage optimization
  • Offpage optimization


One key indicator of the success of this type of SEO campaign is based on how well non-branded search terms, terms that do not include the root of the company name, drive traffic towards the site. In reviewing the Analytics for Chess Unleashed, we found a drastic increase in organic search traffic for key phrases that do not include the root of the client’s company name.

Within a short period of time, we were able to hit the bull's eye by achieving the increased non-branded organic traffic & accomplished the following targets:


YourSEOPick Increased
  • 80%

  • 25

    Unique Users Daily Sessions
  • 490

    Unique Page Views Sessions
  • 1590

    New Users(Monthly) Sessions

Within 2 months of launch, Chessunleashed ranked on first page for few keywords. Then we targeted more generic and highly competitive keywords and almost after 6 months these keywords got placed on first page for various major search engines such as & Following are the list of keywords and their search engine rankings after 6 months of SEO services by YourSEOPick.

Older optimized


After huge increase in search engine visibility and traffic conversions, our future projection for is to

  • Acquire 1st positions for each of the target keyword.
  • Increase social reach by Facebook and LinkedIn fan pages
  • Focus on quality link building for gaining more web traffic.
  • Make SEO strategy meeting the requirements of the market and business.
  • Focus on getting organic listing through paid methods like PPC (Pay Per Click) and carrying out Ad Campaigns in Social Media Sites like Facebook, Twitter & Google+.
Older optimized