We have been working with our client in the home interiors industry for 5 years. They engaged us with a completely new website, brand and concept and wanted to partner with us to help them become visible in the competitive space of rugs. After laying a solid foundation for our client’s website with sound SEO practices, we devised a bespoke content strategy that focused on niche content topics relating to rugs to build authority content around their core product offering. A well-executed content marketing strategy is highly effective, explaining why 84% of businesses have one.

One of the most integral parts of a successful content strategy is based around the creation of engaging, informative and valuable blog content. It helps businesses to target a wide scope of search terms that their target audience is using online.

And, when done properly, blog posts can help you to increase sales, return on investment and customer loyalty. Win, win, win.

"Zelst have been instrumental in growing our business online and helping us reach our target customers.

They have a knowledgeable and experienced team who have transformed how we sell online and they have exceeded our online growth targets year after year."

Simon Holgate
Managing Director

Relevant, quality and well-targeted blog content should:

1. Add value to the customer journey
2. Ensure content is highly visible in the SERPs
3. Demonstrate expertise, authority and trustworthiness in accordance with Google’s EAT guidelines

To produce this type of content, we:

1. Worked closely with our client to create detailed buyer personas
2. Devised blog pillars for our client based on relevant content types (e.g. seasonal posts, how-to guides etc.) and personas
3. Undertook extensive keyword research to target the right search terms
4. Conducted competitor research to analyze high-ranking posts and identify additional opportunities
5. Researched, produced and uploaded blog content at the right time and using best on-page SEO practices

We were consistent with content production and always monitored performance with our trusted SEO software and tools. Plus, we stayed proactive in identifying opportunities to republish older blog posts. This involves bringing posts up-to-date or refining the targeting to maintain strong rankings.

Our client’s blog is one of the main drivers of organic traffic to the website. Their top three landing pages are all blog posts and the blog content has captured a variety of featured snippets. For example, we captured the featured snippet for the competitive term: ‘rugs for underfloor heating’.

In just under two years, we increased organic search traffic by +905%, search visibility by +422.90% and pushed 111 of our client’s target terms into a top three ranking position on Google.

This organic blog content strategy helped to increase year-on-year revenue by an impressive +183.31%.