Increasing Organic Search Revenue By 168% Using Content

Our client in the education sector felt the force of the pandemic in 2020. So, at the start of 2021, they were highly focused on expanding their customer-base and increasing revenue through accelerated organic visibility and traffic growth.

As a seasonal business, our client also wanted to be highly visible at the right time of year for the right products. Although they have various key months throughout the year, their most notable period is the run-up to Christmas.

To drive organic visibility and organic traffic, we focused on improving both keyword strategy and on-site content. Here’s how we did it:

1. Analyzed keyword performance: Firstly, we analyzed existing keyword performance and targeting to identify strengths and flag areas for improvement.

2. Expand keyword targeting: Through in-depth keyword research and competitor analysis, we established that the number of keywords being targeted could be increased to expand our client’s organic footprint and reach a wider audience.

3. Keyword mapping: Target keywords were then mapped onto the site structure. This involved creating new pages to accommodate new keyword opportunities.

4. On-site optimization: Quality page content was developed and optimized in a priority order to improve user experience and keyword targeting. SEO-friendly content was developed in-line with the nature of the SERPs, following best E-E-A-T practices.

5. New content creation: New page copy was developed where necessary, along with new blog content to support the core landing pages and reinforce our client as an expert and authority in their industry. Supporting blog content was grounded in keyword research, focusing on long-tail terms, and structured to capture key SERP features, like featured snippets. Where possible, older blog content was refreshed and republished to retain historical SEO value.

Focusing on Seasonality

Our client’s business is highly-seasonal, and so content was prioritized and worked through strategically. This ensured peak times of year were capitalized on, with organic content and SEO improvements implemented in good stead.

By expanding our keyword strategy and producing high-quality and highly-relevant content to accommodate these search terms, we helped our client to achieve their goals.

• Year-on-year data shows that our client saw a 176% increase in top three rankings and a 114% increase in first-page rankings.
• This gave them more search visibility in front of their target audience, driving organic traffic by 112% and increasing new users from organic search by 100%.
• Highly-relevant targeting and content ensured site visitors aligned with our client’s buyer personas and were actually interested in their products, meaning they were more likely to stick around and convert. Indeed, revenue from organic search over the same period increased by a very healthy 168%.
• In the run-up to Christmas (October, November and December), there was a 105% YoY increase in organic search traffic and a 164% YoY increase in revenue from organic search.

With the right keyword strategy and authoritative, useful content, you can be seen and get found by your ideal customer. At Zelst, our team of content marketing and SEO strategists can help you grow your organic search presence and your customer-base, putting you at the forefront of your ideal customer’s mind.

To have a chat with our friendly team, please get in touch and we’ll see how we can help your business grow and grow some more!

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