/ SEO Case Study: 400% Increase in Organic Traffic in 6 months
If you own a website, chances are you would like others to see it. Especially if these others are people interested in your products, services or whatever it is your site offers.
There are multiple ways to bring people to your website. The main strategies being paid advertising, social media and, the focus of this case study – Search Engine Optimization (SEO). Compared to other tactics, organic traffic from SEO has the benefit of attracting targeted visitors long-term without paying for their clicks.
In this case study, we will look at the strategy that led to a boost in organic traffic for one of our long-term clients Rosglas Recovery – an exclusive treatment provider for mental health issues and addictions.
/ Starting Point: Main Focus On PPC, Stagnant Organic Traffic
With Rosglas Recovery we’ve been collaborating since 2019. Throughout this time the main focus to attract leads has been PPC advertising with organic traffic growth being secondary. This shows in the graph below where the number of users coming from organic search has been stagnant throughout 2019.
During our long-term collaboration with the client, we’ve made sure not to overlook technical aspects of SEO. The site’s speed, security and links were in order, URLs were indexing and crawlable. Next up was to work on the undiscovered potential – bringing visitors to the site with high-performing blog posts.
/ Solution: Increase Organic Traffic With SEO Content
Here we will break down our to-do list for SEO Content planning in 4 steps. A few good-looking graphs to show the results included.
Step 1. Researching keywords
SEO Content planning starts with understanding the business niche and identifying untapped keyword opportunities.
Rosglas Recovery is a private treatment provider for addictions, eating disorders and mental health issues. Website visitors looking to answer questions related to any of those topics are the main target audience. To narrow down the ideal customer profile, we take into account that Rosglas Recovery offers private and exclusive treatment. Their services are targeted towards higher-income clients looking for privacy and luxury.
With Rosglas Recovery services and the user persona in mind, we identified keywords that the content should be built around. Online tools like ahrefs.com are essential for SEO Content planning. It allows pinpointing keywords with the monthly volume and difficulty that would allow the website to compete with.
Step 2. Creating content plan
When the keywords are identified it’s time to put them to good use and create the content plan. What, when and how the articles will be published?
Rosglas Recovery content plan included shorter answer articles and longer skyscraper posts along with self-assessment tests for addictions and mental health issues.
Step 3. Creating new blog articles
The final step in the SEO Content strategy is to put those keywords and content plan to use. Creating and publishing well-researched articles with SEO-optimized visuals, meta title and description and right Calls To Action that both Google and visitors will find clickable.
In the world of SEO some blog posts just do better than others. Out of 8 articles published in 2020, there were 2 front-runners that were the most liked by the Google algorithm and brought the biggest organic traffic increase for the website.
Published in February 2020, it took around 6 months for the article to start bringing a significant amount of visitors to the website.
Another article published in July 2020 shows a steep increase in organic traffic starting around the same time.
This organic traffic growth transfers into an increase of users to other pages on the website. With the help of Calls To Action and visitors continuing their user journey, we can see around 3 to 4 times more users visiting product/service and contact pages.
Step 4. Updating existing blog articles
It’s important not to overlook work that’s been done on the site previously. Quite a lot of hidden potential can be hiding in already published content. Some SEO polishing can give a boost to your Google rankings.
Our usuals steps for a content refresh include:
- Incorporating additional keywords
- Updating meta title and description
- Fixing grammar and spelling mistakes
- Updating or adding more content and visuals
This approach led to the most significant organic traffic increase for Rosglas Recovery. A blogpost published in February 2019 received very little recognition from the Google algorithm up until the spring of 2020. After a content refresh, organic traffic spiked at the end of 2020 and the blog post currently ranks top 5 in target keywords like “narcissistic abuse syndrome” and “narcissist”.
/ Overall results: 400% Increase in Organic Traffic in 6 months
Graphs with upward curves are what both SEO experts and website owners are looking forward to. Let’s look at the big picture a.k.a overall increase of organic traffic and keyword positions.
6 months (1 Sept 2020 – 1 Mar 2021) vs previous 6 months (1 Mar 2020 – 1 Sept 2020)
Organic traffic growth started with a slight increase around April. However the biggest spike in Google rankings can be seen at the end of 2020 after the last published blog post on September 8.
No. of Keywords in Top 3 Positions
No. of Keywords in Positions 4-10
No. of Keywords in Top 100 Positions
Keywords in Top 3, Top 10 positions and Top 100 positions see a similar growth throughout 2020 and early 2021. This includes Rosglas Recovery ranking top 3 in keywords like “emotional abuse”, “narcissistic abuse syndrome”, “celebrities in recovery” and “how long does it take to get addicted to alcohol”.