# Turis VPN — Content Topic Performance & Conversion Analysis **Client domain:** VPN application, Singapore · **Data:** GA4 + Google Search Console **Period:** 1 April – 7 July 2025 **Stakeholders:** SEO, Content, Performance Marketing > Markdown transcription of the 7-slide analysis deck. > Original deck: --- ## 1. Project overview Turis VPN is a VPN application based in Singapore. The website started SEO from scratch in **April 2024**. The main activities were optimising UX/UI and implementing a VPN-niche content strategy positioning Turis as a trusted VPN in Asia — suitable for streaming, browsing, privacy protection and app subscription benefits. Through that programme the website achieved **traffic growth of ~20% per month**, reaching **45,000 visits per month by June 2025** — a strong milestone for a newly established branding website in the VPN niche. ![Search Console performance](../../assets/images/marketing/turis-vpn/turis-vpn-01.jpg) --- ## 2. Website performance ### Keyword ranking of service / conversion pages | Ranking band | Singapore | Malaysia | Global | |---|---|---|---| | Top 5 | 54 | 163 | 753 | | Top 6–10 | 80 | 122 | 2,152 | | Top 11–20 | 130 | 165 | 3,336 | | Top 21–50 | 193 | 69 | 5,748 | | Top 51–100 | 46 | 58 | 1,862 | | **Total** | **503** | **577** | **13,856** | Tracked head terms included *Free VPN, Singapore VPN, Malaysia VPN, Free Singapore VPN, Free Malaysia VPN, Free anonymous VPN, Free Secure VPN, Free no-logs VPN, Free VPN Plugin, Free Crypto VPN, Free VPN for multiple devices, Free Asia VPN, Free VPN for browsing.* ### Top translated URLs by traffic | # | URL | Language | Traffic | |---|---|---|---| | 1 | /pt/blog/how-to-view-instagram-profile-anonymously/ | Portuguese | 414 | | 2 | /ms/blog/google-tv-vs-android-tv/ | Malay | 333 | | 3 | /ms/blog/how-to-retrieve-deleted-whatsapp-messages/ | Malay | 225 | | 4 | /pt/blog/how-to-pause-tinder-account/ | Portuguese | 128 | | 5 | /pt/blog/how-to-delete-onlyfans-account/ | Portuguese | 115 | ![Top languages by requests](../../assets/images/marketing/turis-vpn/turis-vpn-03.jpg) ![Top countries by requests](../../assets/images/marketing/turis-vpn/turis-vpn-04.jpg) Demand concentrates in the **United States (26,595)**, **Germany (10,698)** and **Russian Federation (9,872)**, ahead of Singapore (8,420) — worth noting against the Asia-first positioning. --- ## 3. Conversion breakdown by content topic **Objective:** evaluate the performance of current content themes and identify directions aligned with core services. **Requirements:** - Assess the effectiveness of current content themes (excluding AI-bot articles, which have high traffic but no conversion potential). - Identify themes related to core services showing strong growth. - Visualise the growth journey of these themes week by week over four months: impressions, average position, number of queries. **Goal:** forecast performance trends to determine fast and effective content strategies. ### Topic performance (GA4, 1 Apr – 7 Jul 2025) | Topic | Organic sessions | Organic downloads | Organic CR | Direct CR | Referral CR | |---|---|---|---|---|---| | Streaming | 26,874 | 69 | 0.26% | 0.09% | 1.08% | | Cross-border application | 21,098 | 104 | 0.49% | 0.49% | 1.52% | | **VPN** | 20,605 | 442 | **2.15%** | **2.58%** | **3.86%** | | **Browsing** | 16,555 | 286 | **1.73%** | 1.06% | **2.88%** | | Safety & Protection | 7,603 | 4 | 0.05% | 0.12% | 2.00% | | Cancel subscription & Removal | 7,032 | 0 | 0.00% | 0.00% | 0.00% | | Blocking & Faking | 2,077 | 6 | 0.29% | 0.91% | 0.00% | | Gaming | 1,932 | 19 | 0.98% | 0.00% | 12.00% | | Scam & Dark web | 1,444 | 1 | 0.07% | 0.00% | 0.00% | | Blockchain | 686 | 1 | 0.15% | 0.00% | 0.00% | | **IP** | 474 | 19 | **4.01%** | **7.55%** | 0.00% | ### Insight - **VPN, Browsing and IP** show consistently high conversion across multiple channels → **strong commercial intent**. - **Streaming and Cross-border Applications** generate high traffic but **low conversion efficiency**. - **Cancel Subscription & Removal, Scam & Dark Web, and Blockchain** attract traffic but **deliver no conversions**. ### Topic scorecard | Topic | Traffic | Conversion | Read | |---|---|---|---| | Streaming | High | Low | Top-funnel, information-seeking → needs a clearer conversion path (how-to, CTA, incentive) | | VPN | High | High | Clear intent, closely aligned with product need | | Browsing | High | High | Intent tightly linked to product, strong across all channels | | Cross-border application | High | Low | Top-funnel, needs conversion path | | Safety & Protection | Medium | None | Low traffic and conversions across all 3 channels | | Cancel subscription & Removal | Medium | None | Low across all channels | | Blocking & Faking | Low | Low | Low across all channels | | Gaming | Low | High | Some high-CR articles despite low traffic, often tied to specific games | | Scam & Dark web | Low | High (referral) | High CR seen in referral traffic only | | Blockchain | Low | None | Misaligned with core product, no conversions | | IP | Low | High | `/blog/what-is-an-anonymous-proxy-service` shows high intent — ideal for nurturing and scaling | --- ## 4. Content quality — a fairer time-on-site measurement **Objective:** find a more accurate and fair method of evaluating time on site in order to correctly assess content quality. **Problem:** GA4 engagement time does not reflect actual performance accurately and is affected by traffic volume, ranking position and time on site. **Method:** use a box-and-whisker plot in Excel to analyse time-on-site data — identify median, dispersion and outliers — then apply it to blog and law article groups from organic search. ![Session duration by topic, box plot](../../assets/images/marketing/turis-vpn/turis-vpn-05.jpg) ![Box plot reference](../../assets/images/marketing/turis-vpn/turis-vpn-06.jpg) ### Finding All 11 topics show **right-skewed distributions**, to varying degrees. - **Strong skew** — Scam & Dark Web, Gaming, IP, Blockchain, Safety & Protection. Abnormally high skewness inflates the mean and **misrepresents actual average content quality**. - **Slight skew** — VPN, Browsing, Blocking & Faking, Cancel Subscription & Removal. Compact boxes, even whiskers, mean close to median → **session duration reflects true content quality**. **Mean levels:** - High mean: Scam & Dark Web, Browsing, VPN - Average mean: Blockchain, Cross-border Application, IP, Streaming, Gaming, Safety & Protection, Blocking & Faking - Low mean: Cancel Subscription & Removal --- ## 5. Recommendations 1. **Scale** VPN, Browsing and IP content — they already convert across every channel — and build internal links from high-traffic articles into them. 2. **Give Streaming and Cross-border content an explicit conversion path** (how-to framing, in-article CTA, download incentive) before producing more of it. 3. **Deprioritise** Cancel Subscription & Removal, Scam & Dark Web and Blockchain unless they serve a brand purpose beyond acquisition. 4. **Adopt median and interquartile range** as the standard content-quality metric in reporting; keep the mean only where skew is mild. 5. **Treat the anonymous-proxy article as a template** — high intent, close product adjacency, worth scaling deliberately. --- ## Limits - Download events are the conversion proxy; downstream activation and retention are outside the dataset. - Topic assignment is a manual mapping, so boundary pages can affect topic-level rates. - The window is a single quarter and does not capture seasonality in VPN demand.