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The company was an early adopter of content marketing but as a result of 12+ years of publishing content aggressively, the library bloated to 5,500 articles and was negatively impacted by several algorithm updates. By meticulously examining our content library, we identified and addressed issues such as duplicative content and articles with overlapping themes.
This also created a poor user experience on the website, as site search would frequently return several similar articles for the same topic. With organic traffic shrinking and dated content on the site that reflected old best practices, modernizing the company’s content strategy to optimize for both the user and search engines was paramount.
Tactically, the goal was to refresh and re-optimize high performing content based on SEO traffic and organic search positions, multi-channel performance, and conversions; and redirect content with overlapping themes.
Strategically, supporting new customer acquisition and user retention to grow MRR were two top priorities.
Conversions consistently hit all-time highs quarter over quarter during the duration of the audit. And organic traffic grew by 65% YoY at the time of completion, showing real growth for a high-traffic site (~4.2 million unique pageviews during this timeframe).