Problem

Loco, India's leading live game streaming and esports platform, faced a critical challenge on web in optimizing engagement, organic traffic, and Search Engine Results Page (SERP) ranking. The platform generated hundreds of dynamic URLs every time a streamer started a live stream, dispersing SEO efforts across a multitude of pages. Since a vast majority of watch hours (a critical business metric) came from these live streams, this decentralization hindered our ability to consolidate and maximize the impact of our SEO strategies. The core issues included:

Fragmented SEO Efforts:
- The dynamic generation of URLs for each live stream created a dispersed SEO landscape. As a result, our SEO efforts were distributed across numerous pages, diminishing the impact of our optimization strategies and made it challenging to achieve high SERP rankings.
Inefficient Resource Allocation:
- The current approach required significant resources to manage and optimize SEO for a multitude of dynamically generated URLs. This inefficient resource allocation limited our capacity to implement targeted and effective SEO strategies that could enhance the platform's overall visibility.
Reduced User Engagement:
- The separation of live streams and streamer profile URLs created a disjointed user experience. Users might have struggled to find consolidated and comprehensive information about a streamer they liked or followed, negatively impacting user engagement and potentially leading to a decrease in organic traffic.
Suboptimal Page Authority:
- With SEO efforts dispersed across numerous dynamically generated URLs, each page's individual authority is compromised. This suboptimal page authority directly affects the platform's overall SERP ranking, preventing us from competing effectively in search engine results.
Missed Opportunities for Cross-Linking:
- The current structure misses opportunities for effective cross-linking between live streams and streamer profiles. This lack of interconnectivity diminished our ability to boost the overall visibility of our platform and leverage the combined strength of both elements for improved organic traffic.

To address these challenges and enhance the platform's online presence, it was imperative to explore a solution that consolidates live stream and streamer profile URLs on a single page. This approach aimed to streamline SEO efforts, improve page authority, enhance user engagement, provide better sampling and surfacing of content to users, and ultimately elevate our SERP ranking.

Solution

To address the challenges posed by the fragmentation of SEO efforts and dynamically generated URLs during live streams, I spearheaded a comprehensive solution aimed at consolidating user engagement and optimizing search engine visibility. The key components of the solution included:

Revamped Streamer Profile:
- I overhauled the streamer profile to integrate live streams seamlessly. Now, every time a streamer went live, users could watch the live stream, engage with streamers through chats and stickers, and even follow them directly from their profile. This consolidated the user experience, creating a centralized hub for live stream content and streamer interaction.
Enhanced User Engagement:
- The revamped streamer profile significantly increased engagement on the platform. By offering a comprehensive experience that combined live streaming, interactive features, and a streamlined in-page navigation, users found a more compelling reason to stay on a single page. This led to longer session durations and increased user satisfaction.
Centralized SEO Focus:
- The pivotal change was that all SEO efforts were now directed towards a single page for each streamer every time they went live. This centralized approach allowed us to concentrate SEO juice and optimization strategies on a focused front, maximizing the impact of our efforts and avoiding the dispersion of resources across multiple URLs.
Quantifiable Results:
- As a direct result of the implemented solution, we observed a remarkable 20% boost in organic traffic on the platform in the first quarter after launch. Furthermore, our SERP ranking experienced a substantial 33% increase during the same time. Popular streamers and esports tournament organizers associated with Loco started consistently appearing in the top 5 results on the first SERP when searched on Google and other search engines.
Improved Brand Visibility:
- The consolidated approach not only optimized technical aspects but also elevated our brand's visibility. Users searching for specific streamers or esports events associated with Loco found our platform prominently displayed in search results, contributing to increased brand recognition and authority.

This strategic solution successfully addressed the challenges posed by fragmented SEO efforts and dynamically generated URLs during live streams. By centralizing user engagement on the revamped streamer profile page, we achieved tangible and substantial improvements in organic traffic and SERP ranking. The results underscore the effectiveness of consolidating efforts, providing users with a cohesive experience, and optimizing SEO strategies for maximum impact.

Impact

20% boost to organic traffic
33% increase in SERP rankings
Increased user engagement on platform
Better brand visibility for Loco

New Streamer Profile Page to Boost SEO and Organic Discovery