A client who I had a short term SEO contract with came to me after not having much success with a previous agency. Their site had some falls and lost traffic, and the agency told them they just needed backlinks. This could be further from the truth. The issues were tech, content and site structure.
Tech was out of our control for the project, but we did send a detailed report with what to do (at least from a starting point). What was under our control is the content on the pages, where it links too, and how the navigation works. After auditing the content, it became clear that this was one of the biggest opportunities to increase their search engine visibility, so that is what we addressed first. It included rewriting, deleting and adding.
The screenshots below are from this tool which I use for rank tracking on specific keywords and phrases. I have it set from when I first added the keywords to be tracked (pre-implementation of the content) to today 6/30/2019 after two major Google updates. Because the contract was short term, we did not get to implement everything I wanted too, but there is a chance we’ll be re-engaging in the future as we did generate positive results.
The niche is noticine and vaping which is highly competitive. The competitive nature is because of the limited ability to advertise on traditional advertising platforms like Facebook and Google Ads.
Below are screenshots with the results from the content implementation. Implementation is not 100% complete yet, so I’m excited to see as they finish and continue with new content creation. After the screenshots you’ll find the steps we took, and how we implemented them to generate these results. The client’s name has been blocked, even though they said I can use it, and you’ll find the results highlighted in the red boxes.
The green numbers show the climb in positions in Google, Yahoo and Bing. The blue number is where the company’s website currently ranks in Google, which was our focus for this optimization. The second red box has the total monthly search volume for these keywords so you can see the level of competition and traffic at stake. Click any image to scroll in and see it closer.
Step 1: Redo product copy and provide education to the product team.
The most important role an SEO can play is to work with the client’s team, and to teach them what you know. [Read more…] about SEO Case Study & Results – Content Redo & Site Structure