MoreThanPanel SEO: 306K Clicks

MoreThanPanel had a problem most businesses would envy: 227,000-plus registered users. And yet, in January 2024, it pulled only 1,700 organic visitors a month. A massive registered base and almost no organic discovery. All that brand and product strength was failing to translate into search traffic, because the site itself was working against it.

I am Shoaib Santo, the Project Manager at Khan IT, and I managed the MoreThanPanel engagement across its full 24-month arc. Md Faruk Khan, our CEO and lead SEO strategist, set the strategy, and I sequenced it into phases, coordinated the technical, content, and optimization workstreams, managed the timeline, and reported to founder Efe Onsoy throughout.

Over a 16-month window, MoreThanPanel pulled 306,000 organic clicks and 6,450,000 impressions, and in December 2025 it peaked at 58,466 organic visitors in a single day. Here is how we unlocked the traffic that 227,000 users implied was possible.

This case study is a useful corrective to a common assumption: that a big, successful business with lots of users must already be winning at SEO. MoreThanPanel proves the two are unrelated. You can have a quarter of a million registered users, real brand recognition, and a substantial backlink profile, and still be nearly invisible in organic search if the site itself is not built to be found. The 227,000 users came through other channels: word of mouth, paid acquisition, the reseller network. Organic search was a separate, almost untouched opportunity. Our job was to build the one part of the growth machine that had been left idle.

Results at a Glance

The headline: 306,000 clicks in a 16-month window, and a single-day peak of 58,466 organic visitors, of which only 1,130 were branded.

Who Is MoreThanPanel?

MoreThanPanel, at morethanpanel.com and founded by Efe Onsoy, is a London-based SMM panel with more than 227,000 registered users. It is a large, established platform. The product and the user base were never the problem. The problem was that the website was not built to be found in search.

The Starting Point

The January 2024 baseline showed a strong business with a weak SEO footing:

When I audited the site, the issues were structural:

The diagnosis: MoreThanPanel had the demand and the authority to rank far higher. The site architecture was the bottleneck.

The duplicate content issue is worth singling out because it is more common and more damaging than most owners realize. When a site has many near-identical pages, search engines struggle to decide which one to rank, and the authority that should concentrate on a single strong page gets split across several weak ones. On a large panel with many service variations, this happens almost by default unless someone actively manages it. The 91,000 backlinks pointing at the site were partly wasted for the same reason the GrowFollows links were: there was no clean, well-linked, deduplicated structure for that authority to flow into. The fix was not more links. It was giving the existing authority a coherent place to land.

The Strategy

I structured the engagement into three phases over 24 months.

Phase 1: Technical and Foundation (Jan to Apr 2024)

We started with a full technical audit. Then I coordinated page-speed improvements, a deduplication rewrite to eliminate the duplicate content dragging the site down, a rebuilt internal linking structure, and a clean sitemap. This phase removed the structural drag that was capping everything. You cannot scale content on a slow, duplicated, poorly linked site, so we fixed the platform first. Our technical SEO audit checklist for 2026 covers the same process I ran here.

Sequencing this first was a deliberate, sometimes unpopular decision. The temptation with a site this established is to start publishing content immediately, because content is visible and feels like progress. But content launched onto a slow, duplicated, poorly linked platform underperforms, and worse, you cannot tell whether a page is failing because the content is weak or because the platform is dragging it down. By fixing the foundation first, we made sure that when content started shipping in Phase 2, every page launched onto a platform that gave it a fair chance. The four months of foundation work were an investment in the credibility of everything that followed.

Phase 2: Content and Blog via Topic Clusters (Mar to Sep 2024)

With the foundation clean, we built the content engine the site never had. I coordinated a blog launch organized into topic clusters, so each cluster of related content reinforced a central money page and built genuine topical authority. This is the structural opposite of the isolated pages we started with. The topic-cluster discipline is the same one behind the SMMGen SEO case study, and our SEO content writing tips that rank guide reflects the quality bar we set.

The topic-cluster model is worth explaining, because it is the structural difference between content that compounds and content that just accumulates. In a cluster, a central pillar page targets the broad money term, and a set of supporting articles each target a specific sub-topic and link back to that pillar. Done well, the cluster tells Google that the site is comprehensively authoritative on the whole topic, not just on one page. Every supporting article strengthens the pillar, and the pillar lends authority back to the supporting articles. Compare that to the isolated pages we inherited, where each page fought alone and none reinforced the others. Reorganizing MoreThanPanel's content into clusters meant that as we published, the whole structure got stronger, not just longer. Coordinating this required a content map that every writer worked against, so no two articles overlapped and every piece had a clear home in a cluster.

Phase 3: Scaling and Optimization (Oct 2024 to Dec 2025)

Once content was earning rankings, we scaled. I coordinated doubling down on the proven winners, ongoing algorithm monitoring so we adapted to updates rather than reacting late, and voice-search optimization for conversational queries. This is the phase where the compounding accelerated, and it is what produced the December 2025 peak. The same scaling pattern drove the GrowFollows SEO case study.

Doubling down on winners is a discipline more than a tactic. Once the data showed which clusters and which pages were pulling ahead, the temptation is to keep broadening into new topics. Instead, we concentrated resources on the proven performers, expanding the clusters that were already ranking, adding depth where searchers were already arriving, and strengthening the internal links into the pages that converted. Compounding rewards focus. The pages that were already winning had the momentum, the authority, and the relevance signals to climb fastest with a marginal push, so that is where I directed the effort. Spreading the same effort thinly across new, unproven topics would have produced a flatter, slower curve instead of the acceleration the data actually delivered.

The Results

Measured in Google Search Console and Semrush across the 24-month campaign:

The acceleration tells the real story. In the last three months alone, MoreThanPanel pulled 185,000 of the 306,000 total clicks. The average position improved from 20.1 across the longer window to 14.8 in the recent stretch, and the CTR climbed from 4.7% to 6.2%. The campaign was not slowing down, it was speeding up, exactly what you want from compounding SEO.

The peak is the number that captures it: 58,466 organic visitors in a single day in December 2025. The detail I care about most is that only 1,130 of those were branded searches. That means 57,336 visitors that day found MoreThanPanel through non-branded, discovery-driven queries. This was not people typing the brand name. This was the open market discovering the panel through search. From a 1,700-per-month start, that is the difference structural SEO makes.

I always separate branded from non-branded traffic when I report results, because the distinction tells you whether SEO is actually growing the business or just intercepting demand that already existed. Branded searches are people who already know you; capturing them is good housekeeping, but it does not expand your market. Non-branded searches are people who did not know you existed and found you because you were the best answer to their query. When 57,336 of 58,466 peak-day visitors arrive through non-branded discovery, it means the rankings are doing the hardest and most valuable thing SEO can do: introducing the brand to people who would otherwise never have heard of it. That is genuine top-of-funnel growth, and for a panel competing in a crowded global market, it is the engine of new customer acquisition.

What Made the Difference

Key Takeaways

If your SMM panel has a large user base but thin organic traffic, the lesson from MoreThanPanel is that your registered users and your search visibility are two separate problems. A big user base does not automatically rank you. The site architecture, the content structure, and the technical foundation are what convert demand into discovery.

The second lesson is sequencing. We did not launch content into a broken site. We fixed the platform in Phase 1, built the content engine in Phase 2, and scaled in Phase 3. Skipping the foundation would have wasted the content. The 24-month arc, with the steepest growth in the final stretch, is what compounding looks like when you build in the right order.

The third lesson is that the same topic-cluster content built to rank on Google is exactly what positions a brand for AI search. The deep, well-structured, question-answering content we built is the kind of material ChatGPT, Perplexity, and Google AI Mode draw on when a reseller asks which panel to use, and the voice-search optimization in Phase 3 reinforced that fit. Building for AI discovery is now part of how we approach every engagement, and you can see that work in detail through our GEO expert in Bangladesh practice. The structural fixes also build on the principles in our technical SEO audit checklist, which any large panel should run before scaling content.

As an SEO project manager, the discipline I bring to engagements this size is holding the sequence across two years and resisting the urge to chase rankings before the foundation is set. You can read more about how I manage campaigns at this scale.

If your panel has demand it cannot convert into organic traffic, explore our SEO services or get in touch and we will find the architectural bottleneck holding your traffic back.