“Most of our content wasn’t really helping us reach the goals we wanted to achieve. We analyzed 70 pieces of content over the span of two years and discovered that only about 16% of those articles were responsible for generating 84% of our leads. Not great.”
“Organic search presented the best long-term opportunity for growth. Our sales from organic search traffic were three times higher than the previous year, and we weren’t even applying an SEO strategy. “
- We developed pillar pages.
Pillar pages are pages on your site that serve as a content hub for a particular topic (or keyword) that you want your company to rank for in search engines. Instead of churning out a ton of content, we opted for quality over quantity.
- We optimized our existing on-site content.
We identified other pages on our site that contained content that was similar to or overlapped with our pillar pages and redirected them to the relevant pillar page so that they didn’t compete with one another for rankings. Also, we took a hard look at our other pieces of blog content to determine whether we should update them.