In this SEO case study, we’ve put in every bit of our strategy so that anyone can replicate the same and grow there traffic.
Our main goal was to boost the traffic of our client’s website through organic search. Also, we wanted the client to rank for more competitive keywords.
Let’s get started.
Our client’s website is in the digital marketing niche, which is one of the most competitive niches out there.
This meant that we had to compete with some of the top digital marketing experts and companies to increase our client’s visibility in the SERPs.
When we started out for this case study, our client’s monthly traffic was a little less than 100K. Sure, that’s quite a lot of traffic, but we were looking for ways to take it to the next level.
However, growing traffic in such a competitive niche was a challenge in itself. And that’s where our SEO strategy comes in.
To grow our client’s website traffic, we outlined a new SEO strategy, focusing on extensive keyword research, on-page optimization, powerful content planning, and more.
The first thing we needed to look at was our client’s backlinks. There were hundreds of thousands of backlinks from a few thousand domains.
However, that also meant that we needed to audit the client’s backlink profile well.
For this, we first got a snapshot of our client’s backlink profile from Semrush. Next, we started going through the list of backlinks to spot bad links.
We analyzed each backlink for a variety of parameters, including:
Once we checked all of the links for each of these parameters, we had a list of potential bad links.
The next step was pretty straightforward disavow them.
The next step we used for making this SEO case study successful was to check the client’s site for on-page SEO parameters.
Why so? Because even the best of content won’t rank well in organic search results if it’s not optimized well.
If the website offers a poor browsing experience due to slow loading speed or not being mobile friendly, it wouldn’t rank well in searches.
The Page Experience update also meant that we had to optimize the website for Core Web Vitals.
Technical SEO audit helped us track the following:
To improve our client’s site ranking in the SERPs, it was important to target the right set of keywords.
While our client’s posts already ranked for over 78K keywords, we wanted to take their SEO performance to the next level through the duration of this case study.
So, we came up with a new strategy for all of the new posts that we were going to publish. It involved both keyword research and competitor analysis.
Before we started writing any post, we conducted thorough keyword research for better SEO targeting. We selected keywords that had good search volume, high CPC, and low competition.
Selecting low competition keywords made it relatively easier for us to rank the client’s site higher for those keywords.
Our goal was to drive maximum targeted traffic from the new posts published during the period of this SEO case study. And that is something that high-volume keywords with lower competition could help us achieve.
The goal here was to understand how well their competitors ranked for the keywords that we were targeting.
For this, we leveraged the Keyword Gap tool. It helped us understand where our client stood and what else we needed to help them outrank their competitors.
Once we had found the right set of target keywords for our client, we moved on to the content creation and publishing stages.
Content is at the heart of any SEO strategy and that’s why we decided to create content strategically during the period this case study talks about.
We started brainstorming ideas for our client’s blog posts and infographics based on the selected keywords. The idea was to create content that could rank higher than others and attract backlinks too.
We set out to create valuable resources for our client’s readers in the form of comprehensive blog posts.
Note how we created a detailed content calendar for the same.
The idea here was to create blog posts that dived deep into each topic and provided more information than any other competing post.
We did this as it’d ensure that their content aligns well with the expectations of searchers. As a result, it helped us boost the time readers spent on the client’s website.
For example, note how the post below serves the basic intent behind the search request.
Rather than focusing on creating content for search engines, we decided to focus on the target readers.
We asked questions like:
These questions helped us figure out if our client’s content truly helped satisfy the search intent behind the keywords we targeted. In turn, it helped us make our client rank for those keywords.
In this section of this SEO case study, we’ll tell you how we updated the existing content on the client’s website to make it relevant to the present day.
We scanned through the few hundred blog posts published on the client’s website and made a list of posts that were ranking on the first or second page of Google.
We then created a plan to update them with new statistics, strategies, and examples. Here’s how we tracked all content upgrades in one place.
The idea was to improve their SEO and search rankings so that their posts can reach the top three positions in the SERPs.
So, how did we go about content upgrades?
We mainly did the following:
We’ll tell you exactly what tools we used for better content optimization under this section of our SEO case study.
We didn’t just focus on keyword optimization. We also leveraged the TF-IDF (Term Frequency – Inverse Document Frequency) formula to improve the competitiveness of our client’s content on the SERPs.
Basically, we identified the frequency of relevant side words (secondary keywords and long-tail keywords) and optimized the client’s posts for those keywords too.
Internal links are crucial for a variety of reasons. These include:
Content frequency matters a lot for both search engines and your readers.
Search engines crawl your website regularly. If they find that you’re not adding new content, they may reduce the crawling frequency. This may lead to a long delay in indexing your new posts.
So, we experimented with content publishing frequency on our client’s website. This allowed us to get more posts indexed on Google and also helped us retain their readers.
For instance, we published 7 posts on the client’s site in December 2020.
On the other hand, we published 13 posts in January 2021.
The next step in our SEO strategy was to provide a focus on off-page SEO parameters. To achieve this, we had to get the client more brand mentions and backlinks.
Along with guest posting, we also leveraged competitor research for link acquisition. This helped us spot websites from which our client’s competitors were getting backlinks.
We created content that could provide value to the readers of the target sites and approached those websites to link to relevant resource pages from our client’s site.
We were able to get backlinks for several important pages on the client’s website that were ranking well in the SERPs.
Similarly, to secure brand mentions, we approached several websites and provided quotes and expert answers to them. They added our client’s quotes in their existing content along with a brand mention.
These two things are necessary to ensure that the content you create reaches the right audience. For this, we came up with a powerful content distribution strategy for our client.
In our experience, guest posts are one of the most effective ways to distribute content and get backlinks.
We wrote several high-quality guest posts for prominent websites and linked back to our client’s content. This helped us increase exposure to their content and also strengthen their backlink profile.
In addition, we syndicated our client’s blog posts on platforms such as Medium.
But before we delve into the results, let’s take a quick look at the period of this case study.
We implemented our strategy from 1st October 2020 to 31st March 2021 and tracked results for the same period.
In this case study, we are comparing results to the results from the previous six months – 2nd April 2020 to 30th September 2020.
Through our SEO strategy, we were able to:
The results were pretty good when it came to the number of clicks and impressions we generated for the client. We generated over 877K clicks, which was greater than 794K clicks generated in the preceding period.
We nearly doubled the number of impressions generated from 37.8 million to 66.3 million.
We increased the number of visitors to 533,458 visitors between October 2020 and March 2021 from 463,185 visitors between April and September 2020.
This marked a 15.7% increase in the overall organic traffic to our client’s website.
The traffic growth was consistent throughout the case study duration. It dramatically shot up between October 2020 and March 2021.
On 1st October 2020, the client’s site received 93,150 visitors per month.
However, by 31st March 2021, it grew to 128,785 visitors per month.
The organic search traffic to their website grew by 18.82% between 24 September 2020 to 24 Jan 2021 when compared to the preceding period from 24 May 2020 to 23 Sep 2020.
In the duration of this case study, our client’s website started ranking for 7,134 more keywords. Additionally, the number of keywords ranking in the top 3 positions grew by 199.
Through our SEO efforts, we ranked the post on the top spot for the main keyword. We also ranked it for 1.1K keywords other keyword variations.
Among these 1.1K keywords, the post ranked in the top 50 positions for 589 keywords.
The post we wrote on, “how to become an Instagram influencer,” for the client showed up in the featured snippets section of the SERPs for 29 keywords.
Here’s how the post appeared as a featured snippet for the main target keyword:
While we did face an uphill challenge in boosting our client’s traffic in a highly competitive niche, the efforts paid off very well.
Through a well-planned SEO strategy, we were able to significantly boost the traffic to our client’s website.
And that wasn’t even the best part.
We also helped the client build a solid backlink profile and enhance their online reputation.