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Fox SEO and content marketing to success: from zero to thousands of clicks a day

In search engine optimization, the general principle is that an effective SEO strategy is based on four basic pillars: technical SEOOnpage SEOOffpage SEOContent Those who successfully combine these four pillars and optimize their website appropriately will be rewarded with better rankings and higher organic traffic. So much for the theory - but what happens when it is within our power to influence...

With search engine optimization, the general principle is that an effective SEO strategy rests on four basic pillars:

  • Technical SEO
  • Onpage SEO
  • Offpage SEO
  • Content SEO

Those who combine these four pillars successfully and optimize their site properly will be rewarded with better rankings and higher organic site traffic. So much for the theory - but what happens when it is within our power to influence only ONE of these pillars?

That's exactly what happened to us when we started working with our client Generali Deutschland AG in the second half of 2018.** This successful insurance company didn't make our job as SEO specialists much easier. Of course, our SEO team didn't shy away from such a challenge either.

In our case study, you will learn how we were able to increase organic traffic from zero to thousands of clicks per day thanks to content marketing and content optimization,** as well as **simple SEO methods. So go for it!

Starting situation - client: "We deleted 80% of indexed pages".

At the beginning of our cooperation, we set the following goal and KPI with the client:

  • Increase brand visibility in the search engine using non-brand keywords.
  • KPI: Increase organic non-brand traffic by 150% to the previous year.

To meet this goal and KPI, we only had the client's blog available to us.** There we had "free rein". We could decide on the type of content, choose the topics of articles, determine their length, and also determine how often they would be published. But all this also meant for us:

  • NEVER IT-resources
  • NO product keyword optimization
  • NO linkbuilding
  • NONE online PR

In August 2018, organic traffic to the blog was approximately 1,500 visitors per month. There was obviously room for improvement here, but there was also the first shock. The client deleted 80% of the indexed pages from his website. While this didn't affect the blog, it meant one thing for us - that we had to get our act together.

Source: URLs - history (Sistrix)

Driven content marketing strategy

In order to be able to achieve our stated goal and KPIs, we started working on the client's existing blog, on which very little had been published until then. Based on the client's constraints, this was also our only option to increase organic traffic there. As mentioned, we focused on non-brand phrases and non-brand traffic. That is, we attempted to increase website and blog traffic via keywords relevant to the topic of "insurance" but which also did not contain the brand name. Why, you ask? Thanks to our approach we:.

  1. increased the visibility of the client and its brand in searches.
  2. selected topics that covered the complete Customer Journey.
  3. set a starting point for future customer acquisition.

Strategy Development - Analysis and Research

Before we started the actual implementation of our content marketing strategy, we had some preparatory work to do. For us, this meant conducting the necessary analyses and research. Only then were we able to gather enough information to successfully implement our strategy.

We carried out the following four tasks, asking ourselves the following questions:

  • Keyword analysis: Which words and phrases are important to us?
  • ** Market and Competitor Research: Who are the direct and indirect competitors?
  • Google Search Engine Competitor Analysis: How are the competitors doing?
  • Site Audit: Examining Generali's website and addressing the issues that occur on it.

1. Keyword Analysis.

We were the very first to analyse which keywords are relevant to our client and which keywords the website and blog are already ranking for.

Source: Common Keywords (Sistrix)

In the next step, we performed a Keyword Gap Analysis. Using this, we figured out exactly where to start. It showed us which keywords our competitors were ranking for, but our client wasn't yet. We had to improve this gap with high quality content.

2. Market and Competitor Research

This step involved thoroughly researching our client's competition. We focused primarily on the competition from advice sites and blogs. In addition, we looked for competitors who, while not having their own insurance products, were still relevant. Finally, we divided the competitors into direct and indirect competition. This was the only way we were able to find out who we were dealing with and who to watch out for.

Source.

3. Google Search Engine Competitor Analysis

In the competitor analysis, we focused mainly on what competitors are currently focusing on most in SEO,** e.g. where they are getting their traffic from, which keywords and exactly how much organic traffic from Google search is generated. Following on from this, we had to think about how best to get ahead of the competition in Google search. Thus, we focused specifically on the search results page and considered the following:

  • Are there relevant or similar topics and questions arising from competitors' articles that we can use?
  • Which articles or new topics can we provide additional or more up-to-date information?
  • What is the subject matter that connects searchers to relevant topics, and how can we build our articles to match **what users are looking for?
  • How are the competitor search engine results pages (SERPs) tailored?
  • How can we build our articles to be more readable and interesting to users than competitors' articles?
  • What is the competition working on in terms of linkbuilding and onPage optimization?

Source: Google SERP

4. Audit website

When auditing a website, for once it wasn't the client's competitors that stood out, but their website. Here we took a closer look at content, on-site, off-site and technical SEO. In this way, we found out exactly what we can affect with SEO and what we can't. We looked for ways to achieve our stated goal and KPIs. In hindsight, more time could have been invested here on technical parameters such as page load speed or internal links.

Inquire about content strategy

Execution in practice - content types and content creation

Now let's get to the meat of our work. We have constructed a content strategy, in which we have decided on the following content types:

  • Search content to cover keywords and achieve better visibility.
  • Inbound content to engage with bloggers and naturally generate backlinks.
  • Highlight content to spread brand awareness.
  • Follow content (which was added a little later) targeted for social media engagement.

How exactly did we create the content?

  • Brief analysis of each competitor's article topic focused on content, keywords and competitor's search engine results page (SERP) display.
  • Supplying related keywords to write the articles.
  • Meeting with copywriters with detailed and clear requirements for articles.
  • Optimizing internal links.
  • ANY linkbuilding (we want to create quality articles that deserve to be shared this way too).
  • NO structured data, AMP or speed optimization.

Results of our collaboration

In August 2018, we started our cooperation with almost 1,500 visitors to the website per month. One year later, in August 2019, the number of visitors was around 59,000 (+3,833.33%) per month. Currently, the blog receives more than 100,000 visitors every month. In the beginning, the number of clicks was around 30 per day, which has now climbed to about 3,000 clicks per day. At the beginning of August 2020, the blog was ranking with approximately 1,600 keywords in the top 10.

Development of organic website traffic

Metrik = metrics, Organischer Traffic = organic traffic, August = August. Source: eVisions Advertising Ltd.

Development of the number of clicks on the blog

Metrik = metrics, Tägliche Klicks = number of clicks per day, August = August. Source: eVisions Advertising s.r.o.own rendering

Organic keyword development (TOP10)

We didn't count on such incredibly great results ourselves. Especially when it's an industry in which there is tremendous competition. At the beginning of the collaboration, we had no budget for paid advertising or content distribution. However, at the moment the posts are spontaneously spreading on social media and other platforms. However, active linkbuilding is not taking place as before. Even so, we were eventually able to get a good starting position to drive relevant traffic to the client's website via internal links only, as well as attract leads and enable a newsletter campaign.

What to take from our experience?

SEO doesn't have to be overly complex. Sometimes all a site needs is a combination of clever and unconventional SEO methods and high quality content. A large part of the focus should be on developing a strategy. After conducting the necessary analysis and solving, we make sure that we optimize only those keywords that are truly relevant. By doing so, we are creating content that deserves its ranking, and which is automatically great to link to.

Blog backlink development

Source: referring domain (Ahrefs)

This is the only way to achieve stable site traffic. Even our client now understands the relevance and importance of SEO, to which he now attaches more and more importance. And we are very pleased with this success.

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