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BRIEF

Author

OMI Firm

Type

Content Management and On-page SEO

Year

2019

S-Guide Content Management and SEO Case Study

ABSTRACT

S-Guide* is a wellness blog specializing in holistic health and alternative healing methods.

 

GOAL

The aim of the founders was to position their website as an authoritative site in their industry and monetize their blog through affiliate marketing.

Affiliate marketing is a business arrangement in which e-commerce platforms pay commission to their affiliates, other businesses, or individuals, for promoting their products or services.

For an affiliate to successfully promote the products or services of the business that they partner with, they require:

  • Regular blog and/or social media content. The majority of internet users are averse to hard selling. They dislike being bombarded with sales offers and in the majority of cases may never open sales e-mails. However, they will rely on recommendations from people or brands that they trust. Thus, regular and high-quality content is needed to attract and build trust with the audience.
  • Active e-mail subscriber list. E-mail marketing is an excellent tool for informing subscribers about discounts, promotions, and other deals that they may be interested in. It can also be a fail-proof way of reaching out to them. They may not visit your site on a daily basis, but they will check their e-mail. Keep in mind though, that they will receive e-mails from numerous brands every day. Thus, the likelihood of them opening certain e-mails will increase if they know and trust the brand.

 

CHALLENGES

  • A newly established blog with no content or traffic.
  • No subscribers to market their affiliate products to.
  • Google “Medic Update” – a core global Google algorithm update that occurred on August 1, 2018. As a result of this update, it became more challenging for websites in the health, medicine, fitness, and healthy lifestyle industries to establish authority and gain traffic.
  • Limited budget.
  • The inability to use paid advertising to attract targeted traffic, due to which we had to rely solely on SEO-optimized content and organically growing traffic.

 

RESULTS

  • From 0 to over 13,000 unique monthly sessions in 5 months. The website started ranking within 5 months of publishing the first blog post. We were able to reach more than 13,000 unique monthly sessions and an average of 430 unique daily sessions in only 5 months of starting to rank on Google.

  • 450% increase in e-mail subscribers in 5 months. In addition to growing the e-mail list, we were also able to achieve an open rate nearly 3 times higher than the average 17.92% as well as a click-through rate that’s 3 times higher than the average 2.69%.
  • A steady Google rank increase. Within 5 months of starting to rank on Google, the site reached a global rank under 2,000,000 and a national rank of under 700,000.

  • Google first page results for relevant keywords. With regular keyword-optimized content, we were able to rank a number of blog posts on the first page of Google for various keywords important to the industry.

 

STRATEGY

Due to the challenges associated with this case, we chose to focus on establishing the authority of the blog with SEO-optimized content that would drive organic traffic.

 

KEY TACTICS

  • Optimized website navigation.
  • Story-based brand identity.
  • Thoroughly researched and niche-specific content plan.
  • Regularly posted and SEO-optimized blog content.
  • Improved internal linking and improve the crawl rate of orphaned posts and pages.
  • Lead magnet development to capture e-mails.
  • Personalized e-mail sequence and weekly newsletter to build trust and relationship with the leads.

 

SHOULD YOU TRY TO RANK ON THE FIRST PAGE OF GOOGLE?

One thing is true – Google’s first page results drive traffic. However, ranking on the first page of Google should never be your primary goal.

There is plenty of content that is optimized to rank on the first page, yet it does not provide any value to the readers. Thus, you may gain plenty of traffic. However, if your content does not provide any value to the reader, you will not be able to convert the leads or convince them to submit their e-mail to you.

Another strategy that numerous marketers provide is ranking on the first page for keywords that gain little or no traffic. So, you may rank on the first page for that specific keyword, but the traffic won’t be enough to secure enough sales.

Instead, your first and foremost goal should be providing value to the reader.  In very simple terms, Google likes what readers like. If it notices that readers find your content valuable, it will consider your content valuable.

Thus, an increase in Google rank and first-page results can eventually happen as a result of high-quality content marketing efforts.

So, take care of your website visitors, and Google will take care of you.

* Due to the agreement with the brand, we are not using their real name.

 

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