Learn how we grew this B2C service client’s organic traffic by 70.17%.
Disclaimer: As a white label SEO agency, we keep the names of the websites we work on confidential to respect our partners.
The goal for the campaign was to catch up with their competitors who already had a strong SEO foundation by growing keyword visibility for existing and new keywords.
The client offers a B2C parcelling service and joined SUSO due to a lack of results from their previous SEO provider.
The main issues holding the site back:
- Lack of visibility for long-tail keywords meant that the client was struggling to increase the number of search terms that the website ranked for.
- Many pages on the website hadn’t been updated and as a result, the content was no longer relevant.
- Important landing pages such as the homepage and service pages lacked optimisation for primary keywords.
Long-tail Keyword Research
Unlike short-tail (or broad) search terms which have higher search volumes and are more competitive, long-tail keywords are more specific and thus lower search volumes.
For example, the short-tail keyword “hand cream” has much higher search volume and higher keyword difficulty than the more specific keyword “hand cream for dermatitis”.
Targeting the long-tail keyword variant which is easier to rank for and is less competitive provides an opportunity to increase your website’s keyword visibility.
Here are two ways you can find relevant long-tail keywords using Google and Ahrefs:
- People Also Ask – search a broad keyword that is relevant to your website’s niche and scroll down to the PAA section. Google displays related questions that users also asked in relation to your original search query.
Expanding one of the questions will display the top ranking competitor for the question. Use this as a guide to write your own answer for your target page.
You’ll also see that Google added even more questions to the list – further expanding your keyword opportunities.
- Ahrefs Keywords Explorer – Enter the same seed keyword into Ahrefs’ Keywords Explorer tool and click on “View all” under the “Terms Match” report.
Filter the results by setting the Keyword Difficulty (up to 10) and Search Volume (minimum of 50 monthly searches).
This narrows down the results so that you’re only seeing keywords that are less competitive and easier to target.
You can also do the same, but this time, with the “Questions” report. These will be similar to the PAA keywords as they’re phrased as questions.
Learn more about finding long-tail keywords here.
By following the above exercise, you’ll have a list of long-tail search queries to target by creating new content.
Keeping Content Fresh
The client had many legacy blog posts that had been written and published by their previous SEO agency. However, a lot of these articles had never been updated despite the fact that they were optimised for time sensitive keywords.
An example of a time sensitive keyword would be “best smartphone”, where the choices for smartphones would need to be updated each year as newer models are released each year.
You can see above that the top ranking pages have updated their page titles for “2023”. This suggests to both Google and readers that the selections and information provided are up to date.
Keeping this kind of content up to date is important because Google’s goal is always to provide users with the most relevant and useful information for their search query.
Remember, Google ranks pages even if they’re two, five or even ten years old – that’s why simply changing the publication date isn’t effective. What matters is the quality of the content that you add.
For example, this guide from Backlinko is still ranking as a featured snippet post for the keyword “best keyword research tool” despite the fact that it was originally published almost three years ago.
This suggests that Backlinko have made changes to the content to maintain its relevance for the search term over time.
To identify what pieces of information need to be updated, look at the top ranking competitors for your target keyword and look for content gaps i.e. things that they have mentioned, but you haven’t.
Content Optimisation on the Homepage & Service Pages
The final stage of the strategy was to optimise the content on the homepage and service pages, which were struggling to climb into the top positions for important keywords.
To do this, we:
- Identified the primary keyword that we wanted to target
- Identified the search intent of this keyword by asking ourselves:
- Is the user trying to learning something new – Informational
- Is the user trying to perform an action like make a purchase? – Transactional
- Is the user trying to look for something particular? – Navigational
- Is the user trying to research something with the intention of making a purchase? – Commercial Investigation
- Made sure the page title, h1 heading, meta description and URL of the page was optimised for the primary keyword.
- Made sure the subheadings followed a clear structure and were also optimised for long-tail keywords.
- Performed competitor analysis by looking at the top ranking pages so that we can align our client’s page(s) with them i.e. adding content that was missing from our client’s page.
- Optimised the internal linking strategy by adding internal links from the homepage and services to other relevant pages on the website (and vice versa).
Based on the strategies highlighted above:
- The site’s monthly organic search traffic grew by 70.17% with the number of users increasing from 5,609 to 9,989 and the number of sessions increasing from 7,391 to 12,577.
- The number of monthly transactions increased by 35% from 220 to 296
- Monthly revenue grew by 51% from £11,823 to £17,874
- The number of keywords ranking in the top 10 positions of Google increased by 172% – from 294 to 800 keywords.
Always curious. Always learning.
My 6 Week Trip to SUSO’s Poland Office: Lewis Parker
I’m Lewis, the Head of Client Success here at SUSO. Here’s my little story of a trip to work in our Poznan office, discussing the work I focused on with our team, my exploration of the city, and also the wonderful people of Poland and their kindness in the face of a terrible war.