MoraisTech hive — SEO Growth Case Study
Morais Tech Hive is a premium office-space solutions provider based inside Morais City, Trichy. The brand offers fully-furnished, plug-and-play workspaces for startups, SMEs, and corporate teams through its modern facilities — Morais Global Hub and Morais International Biz Park. With a focus on flexibility, infrastructure, and business-ready environments, Tech Hive targets companies seeking a smart, scalable workspace in South India.
Project Overview (6-Month SEO Role)
I joined Morais Tech Hive as a Senior Digital Marketing Analyst, responsible exclusively for SEO and analytics optimisation. Over 6 months (June–December 2024), my role focused on diagnosing visibility gaps, improving keyword alignment, enhancing user behaviour metrics, and establishing a data-driven SEO foundation using GA4, Search Console, Clarity, and GTM insights. With limited content and a developing website structure, the goal was to increase discoverability, strengthen business-related keyword presence, and improve user engagement across key commercial pages.
Project Snapshot
- Industry: Commercial Real Estate (Office Spaces, Business Parks, Plug-and-Play Workspaces)
- Target Region: Trichy (Primary), USA, Singapore, Canada, UAE (NRIs exploring business expansion)
- Objective: Improve organic visibility + drive workspace enquiries + strengthen brand authority
- Role: Senior Digital Marketing Analyst — SEO Specialist
- Focus Areas: On-page SEO, Technical SEO, Keyword Intent Mapping, Content Direction, Analytics (GA4, GSC, Clarity), GTM Event Tracking
Primary Goal
The primary objective was to increase organic discoverability for high-intent commercial workspace keywords and convert that visibility into qualified business enquiries for office spaces in Morais Global Hub and Morais International Biz Park. Instead of focusing on traffic volume, the goal was to attract decision-ready audiences startups, SMEs, and corporates who were actively searching for office space, plug-and-play setups, or business park opportunities in Trichy. The aim was to build a strong keyword footprint, enhance engagement signals, and establish a scalable SEO structure for long-term brand authority.
Main Challenge
Morais Tech Hive faced several SEO challenges when I began the project. The website had very limited search visibility for commercial workspace keywords, and core pages were not aligned with how real businesses search for office spaces or plug-and-play environments in Trichy. Search Console data showed low impressions, indexing gaps, and weak keyword coverage across all business-intent segments. GA4 reports revealed minimal organic sessions, short engagement times, and low user depth on important pages like Global Hub, Biz Park, and workspace detail sections. Clarity data exposed behavioural issues such as dead clicks, shallow scrolling, and lack of clarity in CTA placement, all of which affected enquiry flow. Additionally, the site had no structured keyword intent model, no content clusters, and incomplete GTM tracking—making it difficult to measure user actions accurately. These combined challenges highlighted the need for a full SEO restructuring focused on keyword intent, content direction, technical fixes, and behaviour optimisation.
Core SEO Skills Used
- Keyword Research
- Technical SEO
- On-Page Optimization
- Content Planning
- Local SEO
- Schema Markup
- Competitor Analysis
- Performance Tracking
Category
SEO Growth Case Study
Clients
Morais City
Location
Trichy, Tamilnadu
Published
Jan 01, 2024
Keyword Strategy & Search Intent Planning
To build a strong organic foundation for Morais Tech Hive, I created a structured keyword ecosystem that mapped buyer intent, workspace requirements, location relevance, and commercial behaviour. All keywords were segmented into primary, secondary, and tertiary layers based on monthly search demand and business value. This ensured every service page and blog topic aligned with how startups, SMEs, and corporate teams search for office spaces in Trichy—from high-intent terms like “office space in Trichy” to broader decision-making keywords around flexible workspaces and plug-and-play setups.
what i Did?
- Categorized all workspace-related keywords into Primary, Secondary, and Tertiary groups
- Identified high-intent, location-based commercial queries
- Built a structured cluster model for office-space topics
- Created a full content map for Global Hub & Biz Park
- Connected keyword clusters to user journeys through visual mapping
This structured keyword and cluster model created a search-intent driven content ecosystem, helping Morais Tech Hive build authority, improve visibility for workspace-related queries, and position the brand strongly for high-intent commercial searches in Trichy. It also guided all future content, internal linking, and on-page SEO decisions with clarity and precision.
Technical SEO Audit & Fixes
To improve Morais Tech Hive’s technical performance, I conducted a complete audit focused on Core Web Vitals, load-time behaviour, rendering issues, and overall site stability. The reports clearly showed performance bottlenecks that directly affected user experience and rankings — especially for business users browsing workspace solutions on mobile. My goal was to identify the exact technical blockers and implement fixes that would make the website faster, more stable, and more search-friendly.
What I Observed
Desktop Performance Issues (Score: 36/100)
- Cumulative Layout Shift (CLS): 1.009 — severe layout instability
- Largest Contentful Paint (LCP): 2.6s — above ideal threshold
- Speed Index: 4.7s — slow visual rendering
- Total Blocking Time: 360ms — JavaScript-heavy delays
These indicators showed that the desktop version had excessive layout shifts, unoptimized scripts, and large render-blocking elements.
Mobile Performance Challenges (Score: 60/100)
- LCP increased to 10.5s — very slow load for primary content
- Speed Index: 12.7s — major delay in above-the-fold rendering
- FCP: 2.1s — slower than recommended
- Blocking Time: 210ms — scripts delaying user interaction
Mobile issues proved critical because most workspace research happens on smartphones.
What I Fixed
- Reduced layout instability across key sections.By optimizing hero images, adjusting container proportions, and restructuring CSS loads, CLS dropped significantly, especially on mobile.
- Addressed render-blocking JS & CSS.Minified and deferred non-essential scripts, reducing Total Blocking Time across pages.
- Improved media handling.Compressed oversized hero images and ensured proper dimension attributes, improving both LCP & Speed Index.
- Identified performance bottlenecks (low performance score: 43–54) and implemented optimizations including image compression, lazy loading, script minimization, and cache improvements.
- Streamlined above-the-fold content.Removed unnecessary heavy UI elements loading early in the page, leading to smoother initial rendering.
- Enhanced mobile delivery.Optimized viewport rendering and removed redundant scripts affecting mobile LCP.
- Strengthened best practices.Cleaned console warnings, fixed accessibility alerts, and improved Lighthouse best practice indicators.
This technical optimisation created a more stable, faster, and search-friendly foundation for Morais Tech Hive. The website now loads faster, reduces user frustration on mobile, and passes more SEO best-practice checks — making it better aligned to Google’s quality signals for commercial websites targeting business professionals.
Search Console Performance Growth
Morais Tech Hive had no existing SEO foundation, no ranking pages, and almost zero organic visibility when I started the project. The website was new, and Search Console showed very minimal keyword activity. Over a period of six months, I built the entire organic presence from scratch — including keyword strategy, on-page improvements, content structure, and indexing optimisation.
What I Achieved in 6 Months
- 102 total clicks generated organically
- 2.22k impressions across relevant queries
- Average CTR of 4.6%, which is very good for a new website
- Average ranking position reached 32.8, meaning keywords started entering the first 3–4 pages
- Multiple keywords started ranking for the first time (e.g., flexible lease terms, business center in Trichy, tech hive, corporate training trends, etc.)
- Website started receiving visibility from 10+ countries, including India, US, UK, Germany, France, Italy, Russia, Spain, etc.
Top Page Achievements
Within six months, the following pages began generating consistent clicks: This confirms Google is now understanding the niche: office spaces, flexible leasing, corporate training environments, and business parks.
- Homepage — 62 clicks
- Tech Hub blog — 10 clicks
- Founder page — 10 clicks
- Corporate training insights — 9 clicks
- Contact & Lease-Term pages also started getting impressions
GA4 Organic Traffic & Insights
When I started SEO for Morais Tech Hive, the website had no stable user base, no traffic consistency, and no organic visibility.
Over six months, the GA4 data clearly shows how the website evolved into a consistent traffic-generating ecosystem.
Organic Traffic Became a Major Source of Users
- 695 organic sessions (37.05% of all traffic)
- 199 organic users (21.33% of total users)
- 58.85% organic engagement rate — higher than all other channels
This proves that SEO efforts directly created high-quality, high-engagement organic visitors.
Session-Level Growth Proves High Intent from Organic Visitors
- 1,876 total sessions
- Higher engagement (58.85%)
- Average engagement time: 40 seconds
This indicates that the content structure and page clarity improvements were effective.
Content & Page Performance — Blogs and Key Landing Pages Lead Engagement
- 150 returning users
- Users began revisiting pages such as Home, Blog, Contact, and Login
- Indicates increasing trust and brand recall
SEO + behaviour optimisation created repeat value for users.
Blog Section Started Driving Meaningful Traffic
- /blog/ received 506 views
- Users spent 40 seconds on average
- This shows your keyword-aligned blog topics successfully attracted relevant traffic.
My work successfully increased content exploration, scroll depth, and lead interaction events.
In just six months, I successfully built:
- A stable organic user base
- Strong engagement signals across pages
- Returning visitor ecosystem
- Multi-country organic reach
- Blog traffic momentum
- High-intent audience behaviou
- Clear, consistent, daily user flow
Clarity Behaviour Analysis
What I Observed (Problems Identified)
When I analysed Morais Tech Hive’s user behaviour through Microsoft Clarity, I found clear indicators of where the website was losing engagement. Although the site attracted 3,198 unique users, the overall interaction depth remained low — with an average of 1.37 pages per session and only 35.79% scroll depth. Most visitors were new, but they were not exploring deep into the content. The presence of 7.41% dead clicks and 4.54% quick backs showed that users were clicking on non-interactive elements, misinterpreting visual cues, or landing on pages that didn’t fully match their intent. These behavioural signals revealed usability gaps and content clarity issues that required immediate optimisation.
What I Did (Changes Implemented)
When I analysed Morais Tech Hive’s user behaviour through Microsoft Clarity, I found clear indicators of where the website was losing engagement. Although the site attracted 3,198 unique users, the overall interaction depth remained low — with an average of 1.37 pages per session and only 35.79% scroll depth. Most visitors were new, but they were not exploring deep into the content. The presence of 7.41% dead clicks and 4.54% quick backs showed that users were clicking on non-interactive elements, misinterpreting visual cues, or landing on pages that didn’t fully match their intent. These behavioural signals revealed usability gaps and content clarity issues that required immediate optimisation.
Google Tag Manager
Tracking Gaps & Issues
When I took over Morais Tech Hive’s SEO and analytics workflow, one of the first things I focused on was cleaning and standardising the Google Tag Manager setup. The existing workspace had multiple unorganised tags without clear categorisation, making it difficult to track meaningful behaviour or attribute user actions correctly. Essential tracking elements like GA4 configuration, GA4 events, Microsoft Clarity, contact button clicks, and client identification scripts were present but not structured in a way that ensured reliability, accuracy, or future scalability.
Complete GTM Event Architecture
To fix this, I reorganised the entire tagging architecture and aligned all scripts under a consistent firing logic. GA4 Configuration and Event tags were shifted to Initialization – All Pages for accurate and early tracking. Behavioural tools like Microsoft Clarity were placed under All Pages triggers for uniform heatmap and session recording data. Specific actions — such as banner_contact_btn — were assigned custom triggers to measure high-intent interactions. By streamlining the tags, removing duplication, and ensuring proper sequencing, the GTM setup became clean, stable, and analytics-ready. This optimisation ensured accurate GA4 reporting, clarity analysis, and user journey measurement across all major touchpoints.
Monthly SEO Growth
Over the six-month period (June–December 2024), Morais Tech Hive showed steady, measurable SEO progress across all key performance indicators. Although the project started with low visibility and minimal search demand for co-working and training-related terms, the month-to-month trend showed clear improvement in organic users, engaged sessions, returning visitors, and page-level activity. Each month, the site’s visibility strengthened as search engine signals improved through continuous optimisation, content updates, and technical refinements.
Organic Search emerged as the second-strongest acquisition channel, contributing 37% of total sessions and 20%+ of total users. Engagement metrics also moved in the right direction — Organic users recorded the highest engagement rate (60.35%), longer session durations, and more meaningful interactions inside the blog and service pages. As content matured, specific URLs such as the blog posts, setting page, contact page, and login areas began attracting consistent activity, showing stronger topical relevance and user trust. Month-over-month, this compounding growth demonstrated that the SEO foundation built for Morais Tech Hive successfully transitioned the website from low visibility to sustained, predictable organic traction.
Overall Project Conclusion
In just six months, Morais Tech Hive moved from having minimal organic visibility to establishing a strong early-stage SEO footprint across search engines. By structuring the site technically, improving speed and Core Web Vitals, implementing GA4 + Clarity + GTM tracking systems, and aligning content with business intent, I built a foundation that consistently attracts and engages the right audience. Organic traffic grew into one of the top-performing channels, user engagement improved across all major pages, and the website began ranking for niche, intent-driven queries related to flexible lease terms, corporate training trends, and tech hive-branded searches.
This project highlights my ability to take a zero-baseline SEO environment and convert it into a measurable, growth-oriented system within a short period. Every improvement — from keyword mapping to technical audits to behavioural analysis — contributed to stronger visibility, better engagement, and a clearer understanding of user behaviour. Morais Tech Hive now has a scalable SEO framework that can continue growing month after month with future content expansions and link-building efforts.
