About the Company
Millow is a fast-growing background verification company in India offering employment verification, criminal record checks, education verification, address verification, profile check certificates, and self-background checks for individuals and businesses.
Operating in a high-trust and compliance-driven industry, Millow required strong organic visibility to attract qualified HR professionals, enterprises, staffing firms, and individual users searching for verification services online.
The Challenge
Before implementing a structured SEO strategy, Millow faced several growth limitations:
- Low organic visibility for high-intent, high-volume BGV keywords
- Heavy dependency on direct outreach and paid campaigns
- Limited ranking presence in competitive background verification searches
- Multiple services but low discoverability in Google
- Need to build topical authority and domain trust in a sensitive industry
- Requirement for consistent inbound leads with sustainable ROI
Millow needed a long-term SEO foundation that would drive qualified traffic, reduce customer acquisition cost, and strengthen brand authority.
SEO Strategy by Way WeDesign
We created and implemented a thorough, data-driven SEO strategy for Millow with a clear focus on discoverability, authority, and constant lead generation. The strategy began with an in-depth SEO audit and market research, including a comprehensive technical website assessment, competition analysis within the BGV and HR services ecosystem, detailed keyword gap analysis, and search intent mapping for both B2B and B2C user journeys. This strategic foundation helped uncover high-impact opportunities and resulted in a 65% improvement in overall organic visibility within the first six months.
Based on our analysis, we established a high-intent, high-volume keyword strategy and optimized each core service into dedicated, conversion-driven landing pages. We targeted commercially strong keywords such as background verification services in India, employee background verification, criminal record check India, employment verification services, profile check certificate, and self background check. Each service page was reorganized with SEO-friendly URLs, appropriate header hierarchy, internal linking, and schema alignment, leading to a 58% boost in top-10 keyword ranks and a 54% gain in service-page organic traffic.
Our on-page SEO solution meant every page was thoroughly optimized for search engines and users alike. This included SEO-optimized meta titles and descriptions, a clean heading hierarchy, strategic internal linking between blogs, services, and conversion pages, mobile usability enhancements, improved page speed, image optimization, and well-structured content layouts for better engagement and crawlability. These enhancements provided a 59% increase in average session time and a 27% drop in bounce rate.
To establish Millow as a trusted authority in the background verification market, we implemented a strong content and topical authority strategy. This included developing informative blogs on background checks, hiring compliance, and fraud prevention, along with informative service sites and industry-specific recruiting and verification guidelines. We also developed trust-building material for HR directors and recruiting specialists. As a result, Millow began to rank for both commercial keywords and high-trust, informative search inquiries.
On the technical front, we enhanced Core Web Vitals, increased mobile-first indexing efficiency, addressed crawlability and indexation concerns, simplified URL structures, optimized XML sitemaps, and improved website security with HTTPS upgrades. These technological enhancements enabled better performance, improved search visibility, and a more consistent user experience across all platforms.
Finally, all SEO efforts were in line with conversion and revenue targets. We strategically positioned strong calls to action, streamlined inquiry forms, enhanced user flows across important service pages, decreased bounce rates, and extended session time. This conversion-focused SEO strategy converted organic traffic into qualified leads and a measurable revenue increase.
Result
Within a few months of continuous and detailed SEO implementation, Millow saw significant, measurable gains in traffic, rankings, and lead generation. Organic traffic grew significantly through high-intent, verification-related keywords, while some core service queries gained first-page ranks. As search visibility improved, inbound inquiries from departments, businesses, staffing agencies, and individual users increased steadily. At the same time, Millow experienced a noticeably lower cost per lead than sponsored acquisition channels, making SEO one of the brand's most successful digital expenditures. The consistent rise in high-quality backlinks and authoritative content also led to demonstrable gains in domain authority and overall brand credibility within the background verification (BGV) ecosystem. Most crucially, SEO established a sustainable lead creation engine via Google Search, reducing the risk of short-term traffic swings.
From a commercial standpoint, SEO converted Millow's digital acquisition model from a short-term, paid-ad-dependent approach to a steady, scalable, and organic growth-driven system. The brand began attracting a greater number of qualified business leads, long-term HR and staffing agency partners, and verified individual users looking for profile and self-background checks. This shift resulted in improved lead quality, stronger market trust, higher close rates, and predictable inbound demand. Today, organic search acts as one of Millow’s most dependable sources of consistent business growth and market authority.
Conclusion
Our SEO strategy enabled Millow to become highly discoverable in a competitive, trust-centric market. Through structured keyword targeting, authority-building content, and technical optimization, Millow built a sustainable organic growth channel that now supports consistent lead generation and long-term brand strength.
This project highlights how well-executed SEO can become a powerful growth engine for service-based businesses in competitive industries.
