Content SEO that lifted MAP.ma traffic and indexation
MAP (Maghreb Arabe Presse) is Morocco's national news agency, publishing a vast, continuously growing content archive. At that scale, the bottleneck isn't producing content — it's making sure search engines can crawl, index and rank it, so the agency's reporting actually reaches organic readers.
The challenge
MAP needed better indexation and organic reach for a huge content archive. Large news sites lose traffic when pages aren't crawled or indexed efficiently and when topical structure is weak — so the work was as much technical and structural as it was editorial.
- Improve crawlability and indexation at scale
- Grow organic traffic to the content archive
- Increase top-ranking keywords
- Upskill the internal team to sustain the gains
Our strategy
Crawlability & indexation
Ran a technical audit and fixed crawlability and indexation at scale so far more of the archive could actually enter search results.
Structure & internal linking
Restructured content and internal linking so authority flowed to the right pages and topics were easier to discover.
News & topical authority
Optimized for news and topical authority so MAP's reporting competed for the queries that matter in its beats.
Team training
Trained the internal team on SEO practices so the improvements would hold and compound over time.
The result
Organic traffic grew +320%, pages indexed rose +450%, and top-3 keywords increased by +89.
Key takeaways
At news scale, indexation is the growth lever — unindexed pages can't rank.
Internal linking and structure decide which stories search engines surface.
Topical authority compounds across a large archive over time.
Training the internal team keeps technical SEO gains from eroding.
Tools & stack
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