0 to 630,000+ Page Views in 20 Months

Client overview

The client is a French brand specializing in personalized name jewelry, created in 2019. 

The company offers a variety of customization options, including engraving names, dates, or meaningful phrases on your jewelry.

The challenge

The brand had a Shopify website but no blog, and traffic depended exclusively on paid marketing campaigns (Google ads, Facebook ads, Instagram ads, TikTok ads, and influencer marketing). 

Since their website was not optimized for search engines, they relied heavily on paid advertising to drive traffic, which was not sustainable in the long term.

Additionally, they had poor brand authority. The jewelry store was a relatively new and unknown brand in the industry. They were struggling to establish themselves as a trusted and reputable brand. 

Their lack of brand authority was causing them some difficulties in attracting new customers and driving sales organically.

The strategy

To create content that will address the identified issues and opportunities, we worked closely with the client to understand their unique needs and goals and developed a customized content marketing plan.

Here is a detailed breakdown of the process:

Step 1: Brand audit

To help the brand achieve its goals, we conducted a brand audit to gain insights into its target audience, competitors, and industry landscape. 

The brand audit process included the following steps:

1. We defined the brand, understanding its values, mission, and target audience of fashion-conscious women.
2. We analyzed the brand’s current position, identifying its strengths (unique and high-quality jewelry designs) and opportunities (expanding into new markets).
3. We conducted a brand audit to identify the company’s unique value proposition and key messages. After evaluating the brand and auditing its website, we discovered that it had a lot of potential but needed to build a strong foundation in showcasing the quality of its products.
4. We identified the brand’s target audience by gathering data about the demographics, interests, and behaviors, as well as their preferences and needs. We used this information to create a detailed profile of the target audience and develop a strategy that resonates with them.
5. We researched the brand’s competitors, including both direct competitors in the jewelry industry and indirect competitors in the fashion industry.
6. We identified key performance indicators (KPIs) to measure the success of the content strategy, including website traffic and sales.

Based on the insights gained through the brand audit, we created a plan for the content strategy that aligned with the brand’s values, mission, and target audience.

Step 2: Development of content objectives

To establish a clear and achievable long-term vision for the e-commerce jewelry brand’s website, we implemented the use of SMART goals. 

SMART stands for Specific, Measurable, Attainable, Relevant, and Time-bound, and it is a widely-used method for setting and achieving goals.

Our objective was to increase the website’s unique page views to 10,000 per month within the next 12 months. 

This was a challenging but realistic target that could be achieved through targeted SEO strategies and high-quality content creation.

To track progress and ensure that we were on track to meet our goal, we established a series of benchmarks and metrics that we could use to measure our performance over time. 

This included tracking website traffic, engagement with content, and conversions.

By setting SMART goals and tracking our progress, we created a roadmap for success and worked towards achieving the client’s desired results. 

This helped us stay focused on our objectives and make the necessary adjustments to ensure we were on track to meet our target.

Step 3: Content strategy

To create a content strategy for the ecommerce jewelry brand, we used a combination of topic clusters and premium tools like ahrefs and surferseo, as well as manual checks.

Keyword research and finding topics

To find topics for the ecommerce jewelry brand’s content strategy, we used various methods, including tools like ahrefs and answerthepublic.

Ahrefs is a powerful SEO tool that helps users research and analyzes their competitors’ keywords and content. 

We used ahrefs to identify the most popular keywords in the jewelry industry and determine which ones had the highest search volume and lowest competition. These popular keywords served as seed keywords that we could use to generate additional content ideas.

Once we had identified the list of seed keywords, we imported them onto answerthepublic, a tool that helps users find all the questions asked around a specific topic. 

This allowed us to identify a range of underserved topics relevant to the ecommerce jewelry brand’s target audience but may have been skipped by Ahrefs.

In addition to using tools like ahrefs and answerthepublic, we also conducted manual research to identify potential topics. This involved researching industry trends and customer needs and wants, as well as analyzing the brand’s own product offerings and identifying areas where there was a gap in the market.

Once we had identified a range of potential topics, we organized them into topic clusters based on their relevance to the brand’s target audience and alignment with their products and offerings.

Writing the articles and onpage SEO optimization

Once we had identified and organized the topic clusters, we began the process of writing high-quality, relevant content that aligned with the brand’s target audience and key messages. 

We optimized the content for on-page SEO using surferseo, an SEO tool that helps users understand the factors contributing to a page/blog ranking in search results. 

By analyzing the top-ranking content for the keywords we had identified, we were able to identify patterns and trends that we could use to optimize our own content.

The secret sauce: Using topic clusters

Topic clusters are important for SEO because they help search engines understand the relationship between different pieces of content on a website. 

By organizing your content into clusters, you can signal to search engines that your content is relevant and well-organized, but most importantly, that you are an authority around a specific topic category, which helps improve your overall ranking in search results. 

In addition, topic clusters can also make it easier for users to find and navigate your content, which can improve the user experience and increase engagement. 

The use of topic clusters was an essential part of the content strategy for the ecommerce jewelry brand, helping them improve their search engine ranking and drive organic traffic to their website.

Step 4: Analyzing and optimizing the content

To increase the efficiency of the content marketing strategy designed for the client, we revisited previously published posts to spot performance optimization opportunities. 

We also tracked and analyzed the results of our content efforts to measure the effectiveness of the strategy to make any necessary adjustments.

Here’s a brief overview of the analysis:

Findings of our three-month analysis 

The traffic generated by organic search results was not much. But it is not uncommon for a new blog to take time to generate views because building an audience and establishing a presence online with a blog can be a slow process. 

We continued to focus on creating valuable and informative content to keep readers engaged. 

For the first three months, we published 28 articles with cumulative page views of 197. 

Analysis of the first 6 months

We split the content strategy by dividing the topics into two groups. 

The first group focused on creating articles related to the main topic, while the second group used the battlefield method to test and determine which verticals were the most effective. 

We conducted this experiment with a total of five verticals.

The blog generated more than 3,000 page views and by then, we had published a total of 43 articles for the client. 

Month 12 Analysis

After analyzing the website traffic, we noticed that they were starting to receive some visitors through organic search results. 

In order to capitalize on this and drive more traffic to their site, we carefully examined which specific topic areas, or “verticals,” were most successful in attracting and engaging visitors. 

Based on this analysis, we decided to focus on creating more content in the most effective verticals and discontinue creating content in the less successful ones. 

Additionally, we identified three new verticals that showed potential for success and decided to expand our content offerings to include these topics as well.

So, during the second half of the year, we made a concerted effort to create new content consistently. As a result, we saw a steady increase in organic traffic over this time period. 

By the end of month 12, we had successfully generated +50,000 page views. This was a significant achievement for us and demonstrated the effectiveness of our content creation strategy.

A 4-minute avg time on the page shows that the articles we created for the client were very valuable and engaging for the target audience. 

Analysis after 12 months

At this stage, we have discovered three verticals that work very well and articles that attract several thousand views per month. Therefore, we decided to focus on these new verticals. 

The next batch of articles is very efficient owing to the data we’ve collected until now. 

Additionally, the topicality of the content helps us position the articles much faster. Some new articles totaled +7500 unique page views after only two months. 

Below is an example of an article posted on June 4th and the result after 2 months:

The average time readers spent on the page is more than 5 minutes. 

Currently, the client is repurposing the content on social media to reach new audiences. This approach is valuable because it allows the client to efficiently utilize the time and resources invested in creating the original content.

It also helps to increase their visibility and reach by presenting their message to a larger audience.

The results

The solutions we implemented for the clients helped them achieve the following result: