What Happened: We worked with a 7 figure FBA brand to maximize their return on content and links, and increased their Google traffic by 2,287% over 4 months.
A large FBA brand reached out to us to audit their content and promotion plan.
On the surface, they were doing all the right things – they had a dedicated writer and a link building team – but they just weren’t seeing results.
We audited their current content and links, and realized that the articles they were publishing were not what Google was expecting to see for the keywords they were targeting.
Simply put, the blog posts they had would never rank on Page 1 of Google.
They lacked the right search intent.
These days, it’s vital that you understand what the searcher is hoping to get out of a search before you create a piece of content.
Not only that, but blog posts were not the right medium of content for many of the keywords they were targeting.
For example, if the client was trying to rank for the keyword “keto ketchup”, their current strategy saw them writing a 1500 word article talking about things like:
- What is ketchup normally made of?
- Is ketchup keto?
- A list of keto ketchup options
- A short keto ketchup recipe
However, a quick look at the first page of Google tells us that Google believes searchers are looking to buy or make keto ketchup…not learn about its properties.
If a keyword is best served by creating a recipe post, then creating anything other than a recipe post is a waste of time and resources.
When we started working together, 14 of their posts had more than 10 visits over the last 30 days. 45 of them had 10 or fewer visits over the same 30 day period. Just 4 had more than 100 visits.
They were also paying a lot for links that were not moving the needle.
Finally, they were being hamstrung by the fact that few of their titles were optimized for click-through rate, and we found a surprise in their Google Search Console that meant many of their posts weren’t even showing up in Google at all.
- Poor content strategy
- Misguided editorial calendar
- Incorrect search intent
- No internal links
- Post titles not optimized for click-through
- Google Search Console indexing error
- Links not moving the needle
How We Helped Them Get More Bang For Their Buck and Increase Search Traffic 2,287%
Finding an Overlooked Issue in Google Search Console
The first thing we do is perform a quick site audit to ensure there are no major technical issues affecting your website.
If there are major issues and your site needs to be significantly reworked, we usually ask that you get those fixes rolled out before working together.
However, sometimes we find things that can be easily remedied, and we send over our suggestions regardless.
In this case, we found that they had a number of pages, including about half of their blog posts, that were excluded from the search results. Specifically, they were in the Discovered – currently not indexed and Crawled – currently not indexed buckets.
Something about their blog set up and lack of inner linking between blog articles had led Google to simply not show their content at all.
We suggested they add inner links between relevant articles on their blog, and then go through Search Console and Request Indexing.
This immediately moved the needle on a couple of posts.
Existing content audit
Since this company already had a content plan in place, we wanted to make sure the content they had wasn’t going to hold them back in the long term.
It can seem strange to some business owners, but removing low quality or irrelevant articles can actually get you more traffic.
This is because Google looks at the quality and topic of your entire site.
If you’re 100% focused on keto topics, for example, it’s obvious to Google that you have at least topical relevance (regardless of the quality of your content).
However, if you start adding in short blog posts talking about internal company milestones, birthday party ideas, or anything not related to keto, suddenly Google sees you as less likely to be an authority on keto.
We broke down their existing content into buckets:
- Good – Don’t change anything
- Remove – Irrelevant to blog’s overall topic
- Good, but edit – The keyword is relevant and useful, but some edits were needed, such as updating the title, adding inner links, rewriting parts of the article with Clearscope, etc.)
- Good, but rewrite – The keyword is relevant and useful, but the content totally missed the search intent and needs to be rewritten
- Rewrite as recipe – The keyword was potentially useful, but only if we produced a recipe post
There were enough good keywords being targeted with bad content that we decided to start by updating or rewriting these, while we started on research for their new content.
We found hundreds of blog ideas that their ideal customers were searching for.
This business wanted to drive traffic to their blog, since their email sign up forms were converting fairly well, but they also wanted to rank for keywords related to their products.
Therefore, we came up with a two pronged approach to target both top and bottom of the funnel.
By writing articles that were related to their general industry, but not their products, we drove traffic that could then be converted to email subscribers, and later buyers.
By writing articles that were more closely related to their products, we could funnel these readers to their actual products.
We specifically broke down the keywords into quick-wins that would be easy to rank for and start bringing in traffic quickly, and long-term wins that would be harder to rank and therefore would need to be published as soon as possible so that the results would be seen as soon as possible.
New Content Calendar and Expert Articles
We created a content calendar that allowed us to push out both quick wins and get important, difficult to rank for articles published as soon as possible to give them time to age and rank in Google.
Another issue we discovered on the client’s website is that the reader had no way of verifying where this information was coming from.
In other words, it wasn’t obvious that the articles were being written by an expert.
We both hired experts in the space to work on their project and suggested that they add an author box to their articles to build trust with their readers (and Google).
New link process
While it can take awhile for links to make a difference, based on our experience, we knew that the links they were getting just weren’t going to cut it. Plus, they were paying an exorbitant amount for them.
We used methods that we had seen get results on multiple previous projects, at much lower prices.
We did not expect to see results like this after only 4 months, since organic content marketing can take much longer.
However, a mix of technical fixes, applying best practices to existing content, and publishing expert-written keyword-targeted blog posts has seen this company increase their organic search traffic by 2,278% over the previous 4 months period.
They went from 2,039 organic search visitors in September 2019 to 56,074 in January 2020.
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