Mata Labs was engaged to help optimise existing content and increase organic traffic without publishing new blog posts for a client in the renewable energy industry.
Client
Our client is a startup operating in the renewable energy industry. They partnered with us to develop and implement an effective content marketing strategy. Our collaboration aimed to raise awareness about renewable energy and highlight their service offerings specifically tailored for B2B clients.
Problem
200 blogposts, but minimal traffic.
The renewable energy client had an online webstore and had consistently been publishing content, but conversion rates on the content was poor.
Solution
The renewable energy client had an online webstore and had consistently been publishing content, but conversion rates on the content was poor.
Phase 1: Content Analysis & Audit
We began by crawling their blog content and connecting various data sources to gather a comprehensive overview of their current status. This included traffic, impressions, rankings, top-performing keywords per page, and conversion rate.
Phase 2: Content Analysis & Audit
We needed a comprehensive view of the data, so we began by crawling their blog content and connecting various data sources to gather a comprehensive overview of their current status. This included traffic, impressions, rankings, top-performing keywords per page, and conversion rate.
Using the gathered data, we categorised the current blog pages into 3 types:
- Pages with great potential that were just shy of ranking well.
- Pages that had potential but lacked optimization.
- Pages that needed to be divided into separate topics to target specific intents i.e. educational intent vs commercial intent.
Phase 3: Competitor Analysis
We started by conducting a thorough analysis of the market to identify the key trends, challenges, and opportunities in the solar energy industry. We also conducted extensive research on our client’s competitors, their strengths and weaknesses, and their marketing strategies.
Next, we prioritized pages that had great potential but required optimization.
These were target keywords that had low optimization and could easily rank higher, especially keywords in position between 4-10.
Phase 4: Implementation
This is where the magic happens. We identified 30 high-potential pages based on search traffic. Over the next few months, we implemented our content optimization process on these pages.
Our Content Optimization Process
During this phase, we honed in on the following areas for optimization:
- Featured snippet
- Introduction
- Deep Topic coverage
- Content structure
- Internal linking
Distribution
We used the blog topics that had the highest traffic as the basis for an email newsletter.
Result
+2000% growth
After 7 months, we grew the blog traffic from ~500 to 10 200 organic visitors per month by optimising existing content.