Situation
A health and wellness website with a blog was struggling to attract organic traffic, despite publishing frequent content. Their articles weren’t ranking well in search engines and user engagement was low.
Task
The goal was to create a content hub to improve SEO performance, increase organic traffic, and boost user engagement on the blog. We conducted an SEO audit to identify technical issues and a content gap analysis to find topics that competitors were ranking for but the blog wasn’t. This revealed that the existing content was too broad and didn’t target specific long-tail keywords that could attract niche audiences.
Action
To achieve the goal, we implemented a multi-prong strategy, here’s the detailed breakdown of the actions taken:
Building a Content Hub
We created a pillar-and-cluster content model where a comprehensive pillar page was developed for high-level topics (e.g., “Holistic Wellness Guide”), with several supporting cluster articles that dove into more specific subtopics (e.g., “Benefits of Meditation,” “Essential Oils for Stress Relief”). This approach helped organize content logically and allowed search engines to better understand the website’s authority on these topics.
Keyword Research
Using tools like Ahrefs and SEMrush, we conducted in-depth keyword research to identify high-volume, low-competition keywords.
On-Page SEO Optimization
We integrated these keywords naturally into new and existing content, ensuring on-page SEO optimization such as using the right headings (H1, H2), internal linking between cluster and pillar pages, and metadata optimization.
Content Optimization
We refreshed older articles by expanding them with more in-depth information, data, and user-friendly formatting, such as bullet points, infographics, and video embeds. New articles were created following the content hub model and focused on answering the specific pain points of the audience.
Backlinking and Social Sharing
To improve the blog’s authority, we developed an outreach strategy to promote content to relevant bloggers and websites, earning high-quality backlinks. We also used social media platforms to share the blog content, encouraging user engagement and driving more traffic to the blog.
Results
+75%
+40%
–20%
Within six months, the website saw a 75% increase in organic traffic, with several pillar and cluster pages ranking on the first page of Google for targeted keywords. The time on page and overall user engagement improved by 40%, while the blog’s bounce rate decreased by 20%
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