What to realistically expect from your SEO and content strategy - case studies

Last modified on Wednesday, 10 February 2016

When a business embarks on a new content marketing strategy, blog schedule or website optimization (SEO), there is often a gulf (re: abyss) between client expectation and reality. Today I want to share with you some actual case studies to demonstrate amazing results you can achieve with your SEO and content strategy.

SEO and Content Writing with superb results!

Case 1: fresh content added daily - steady growth in website visits

Below is the organic traffic for a small local business in a competitive sector. Since the 2013 launch, the business owner has added fresh, interesting content on a regular basis and shared over social networks.

SEO: quarterly updates including Schema and mobile optimization to keep the website bang up-to-date.

Content marketing: fresh content added and updated regularly.

Fresh content added daily has resulted in constant growth in organic traffic

Trend: Steadily increasing organic traffic. The March 2015 dip is likely due to search algorithm updates.

Explanation: this website has been a textbook example of how regular content creation can benefit your business in online. Adding search optimized pages on a daily basis has allowed the business to completely dominate local search results. As the website begins to saturate search listings and exhaust the bulk of the keywords up for grabs, we expect visits to eventually plateau.

Case 2: comprehensive, high quality content added - steady then rapid increase in visitors

This is a financial services website specializing in a niche area. There are a number of major national competitors, none of whom have detailed information on their websites.

SEO: website optimization revisited quarterly.

Content marketing: a comprehensive question and answers section and product guides were added to the website making it the most useful and informative content on the web (like a mini Wikipedia for their own service area).

Informative product information added to website - 6 months later a steady and continued increase in website visitors

Trend: six months after the new information was added, we saw a sharp and continuous rise in organic traffic.

Explanation: landing page analysis shows that the sharp rise in website visitors is entirely attributable to excellent indexing of thenew information pages on the website. Why did this take 6 months for organic hits to increase? Most likely Google began to experiment with the pages, offering them to users and monitoring usage statistics such as time spent browsing the page. As the pages offer unique and comprehensive information, visitors read and use the content, Google takes note of these positive ranking signals, and acts by showing the pages for a broader set of search queries.

Case 3: website rebuilt, unique high quality content - 6 months before big uptick in traffic

Below is the organic traffic for an international manufacturer's website. Though the business owns several product patents, the original site was poorly built with major indexing issues and consequently had very few visitors. We relaunched in early 2015.

SEO: website rebuilt and fully optimized for search.

Content marketing: as the old website had poor quality information, we wrote several in depth industry and product orientated guides. The guides aimed at providing THE BEST ANSWER on the web to ANY question a user may ask.

Website redeveloped, and product guides were added - result - a big uptick in traffic after 6 months

Trend: an immediate uptick in traffic following rebuild that then plateaued out. Six months later a significant and sustained rise in visitors from search.

Explanation: although the original website was not optimized, it has been around for 18 years, and many products are unique to the business. The website rebuild allowed search engines to better understand the business hierarchy and products, and so better index the products - resulting in a speedy and healthy uptick that is rarely seen in a new website.

The sustained increase occurring 6 months after launch is 100% due to improved indexing of the new product guides and information pages. The website is beginning to dominate search results for an increasing number of long tail search terms and is consistently ranking in the first 2 spots on Google (alongside Wikipedia).

Without SEO and Content

Case 4: local business, no content - no visits!

The extremely low organic traffic in the chart below is the result of a photographer website that has no written content and has not had any on-page SEO updates over the last 5 years. The website is essentially a static portfolio. The business has a lot of competition both online and locally.

SEO: no website optimization has been done in the last 5 years.

Content marketing: no new content has been added, there has been no social or marketing strategy. Existing website content lacks words.

Very low traffic - static website with low quality content and little writing

Trend: organic traffic is almost non-existent.

Explanation: this is a classic result that we see again and again for static websites that lack unique or viral content on the website. Without a blog, product pages, explanations or guides the website offers little material for Google to index. An abundance of online competition means that the website gets swamped, rarely making the first pages for any meaningful Google search.

Case 5: an established online business, no new content, no SEO

Below is the organic website traffic for an established online business operating in the professional services sector. The website has been online for about 10 years. The business has little competition as they operate in a niche market with just 2 major competitors.

SEO: no website optimization has been done in the last 5 years.

Content marketing: no new content has been added to the website.

Constant organic search visitors - no content marketing or SEO on website

Trend: fairly stable visitor numbers with a seasonal peak in March.

Explanation: no increase in visitors as the website has not invested in new content to attract new visitors from search. However, a lack of new competitors entering the market has prevented the organic traffic from falling. Minor fluctuations can be explained by changes in how Google calculates search results and August holidays.

Conclusion - ensure your website has the best online information

In the world of Semantic Search, websites no longer need to rank one keyword for one page. A good Content Strategy should aim to create the best and most comprehensive content on the web within your industry. Make it concise and easy to read. Work out what your clients search for and become a mini version of Wikipedia - offering the best answer to any question. By positioning your business as online industry experts, and you will begin to rank for a whole host of search terms you probably never even dreamed of!

These were just a few of the sensational results we have produced for clients recently. If you are interested in working with us to improve your website content, please get in touch.

Mike Fitzpatrick

Mike Fitzpatrick is the founder and web developer at Jeyjoo web design. He works with both individuals and companies to grow their businesses online.
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