+308,000 additional page views per month, after 16 months

Project Overview

We started working with this client on Oct 2021.

The site was averaging 120,000 page views per month but did not have a clear content plan, and the published content was low quality on some occasions (written by other freelancers) and not targeted to specific queries with considerable search volume.

We started writing only one article per week for this site for the first 6 months as they were also working with two other freelancers. 

After getting hit by a Google core update and seeing how our articles performed (not impacted), they delegated all the content writing to us and increase the weekly cadence to 3 per week.

Solution (overview)

We created a comprehensive content plan to cover all the topics related to the client’s main digital products.

After the site got hit by the Google core update, we also started optimizing and updating the currently published articles (written by other freelancers) to bring them to our quality standards.

After 16 months, the site is getting +308,000 page views per month and growing.

Skills & deliverables

• Web Content Strategy
• SEO Writing
• SEO Keyword Research
• Content Writing
• Blog Content

The strategy implemented

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:

• We defined the brand, understanding its values, mission, and target audience of fashion-conscious women.
• We analyzed the brand’s current position, identifying its strengths and potential opportunities.
• 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.
• We identified the brand’s target audience by gathering data about the demographics, interests, and behaviors and 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.
• We researched the brand’s competitors, including direct competitors in the industry and indirect competitors for high search volume keywords.
• 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 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 we used the topic clusters’ method; we found topics to write about using premium tools like ahrefs and answer the public.

We used surferseo for on-page optimization, and did manual checks to determine the competition of each query we intended to target.

Keyword research and finding topics

To find topics for the 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 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 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, analyzing the brand’s 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 & on-page 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 could 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. 

Organizing your content into clusters can signal to search engines that your content is relevant and well-organized. Most importantly, 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 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.