When it comes to SEO, there are only so many tweaks you can make to a site’s technical setup, interlinking profile, and schema.
Eventually, you have to bite the bullet and actually create fresh content. The more keyword-targeted content you create, the more traffic you earn, the more backlinks you get, and the flywheel of marketing success continues.
But I’m getting ahead of myself. Here’s what happened.
The Problem
SkuVault is an inventory management SaaS platform that needed to bring in organic traffic from Google. They hired an excellent SEO who just so happened to be my SEO mentor at a previous job. He pretty much taught me everything I know today.
The charter was simple: create content targeting keyword clusters around the following topics:
- Inventory management
- eCommerce tutorials and growth
- Online business best practices
That’s where I came in. We partnered up and SkuVault handed over the content plan. I, along with a team of other writers, created search-optimized articles around these topics.
Content production isn’t glamourous, and it certainly won’t lead to an overnight spike in traffic (most of the time), but in our case, it was worth the effort.
The Solution
Using search data gathered from Ahrefs, we built out a massive content library of over 400 posts over the course of 18 months. We made sure to capture every keyword variation and practice good interlinking with relevant internal pages.
This increased our topical authority, which is Google’s perception of how knowledgable a site is on a particular topic. As you’ll soon see by the traffic spikes, the Google gods were pleased.
Following the Customer Journey
One thing we were sure to pay special mind to was sorting each blog post by buying intent.
We followed the tried-and-true model of the marketing funnel, bucketing topics into either top, middle, or bottom of funnel intent.
Top-of-funnel (ToFu) posts are purely informational in nature. These topics were searched by folks with zero purchasing intent. We only sought to build trust with these readers, offering them a light call to action to subscribe to our blog.
Middle-of-funnel (MoFu) posts are a mix of informational and transactional copy. These are people who know they need software for inventory management, they’re just trying to weigh their options. Our CTA for these posts was often just a call to subscribe to our blog. Again, a light touch.
Bottom-of-funnel (BoFu) posts are heavy on transactional intent. These really sold the benefits of SkuVault for solving our client’s problems, and our CTA was a live demo with a sales rep.
The best part of practicing good interlinking and having a massive catalog of content was that we could immediately lead users to the next post in the funnel. For example, if someone just finished reading a post on the basics of eCommerce business, we could direct them to the next post all about the best eCommerce software platforms.
The Results
Alright, enough preamble. Let’s get to the numbers.
When we started on the site, organic traffic hovered around 12k-13k monthly visitors. This was around the summer of 2020. In summer 2022, we averaged around 38k monthly visitors, with some months going well into the 40s. That’s roughly a 192% increase in organic traffic.
That’s not even touching how many qualified leads and sales came about as a result of the traffic bump.
In the summer of 2021, Google rolled out a bunch of core updates to their algorithm, which tanked many sites’ traffic numbers.
Check out what happened to TripAdvisor.com as a result of the update. Ouch.
Not us. As a matter of fact, that’s when SkuVault experienced its most substantial growth. It just goes to show the power of good ol’ fashioned content and proven white-hat SEO tactics.
Check out this post I wrote on how to use the retail price formula to calculate pricing. It’s the top-ranking page (aside from the homepage), singlehandedly bringing in 3.6k visitors every month.
And we’re not stopping any time soon! We’ve still got a lot of ground to cover to take SkuVault’s traffic numbers to the moon!
For more information on how I can help you transform your site and get more traffic, fill out the form to get a free audit below.