How We Grew Our Client's Blog From 15k to 100k Monthly Organic Visits - Semetrical

How We Grew Our Client’s Blog From 15k to 100k Monthly Organic Visits

June 2nd, 2017 Posted by Uncategorized 0 comments on “How We Grew Our Client’s Blog From 15k to 100k Monthly Organic Visits”

An SEO content strategy that delivers excellent results takes a lot of time to plan and execute properly. It can feel overwhelming to know exactly where to begin, or where to focus your valuable resource.

We wanted share with you how we helped to grow our client Fish4jobs’ Career Advice blog from 15,000 organic visits per month to over 100,000 visits per month in 12 months. The successful results of this strategy would not have been achievable without the full support of the Fish4jobs in-house team, whom are a pleasure to work with, and all tasks were expertly coordinated for maximum impact.

Our Results

Our SEO content marketing strategy targeted at active job seekers increased organic traffic to the Fish4jobs Career Advice blog by 636% year on year (YOY)

  • January 2016 – 15,761 monthly organic visits
  • January 2017 – 116,029 monthly organic visits

We achieved this by…

  • Managing a highly integrated strategy that used content marketing as a mechanism to achieve outstanding SEO results in a heavily competitive UK market.
  • Utilised our own bespoke keyword research technology to identify all of the semantically relevant keywords for priority search query segments.
  • Implemented creative content campaigns which generated a large amount of brand awareness.
  • Consistently seeded creative content campaigns within publications read by the target audience(s).
  • Our creative content campaigns centered around a unique tactic of combining our data mining process with excellent design.
  • Communicated effectively using content marketing to both of the defined target audience(s) – the active job seekers, and passive job seekers.

Our Strategy

Building And Optimising The New Blog Platform & Implementing A Reverse Proxy Solution:

The first phase of our plan required us to build and optimise an entirely new blog platform for Fish4jobs to host their content on. We worked closely with Fish4jobs’ in-house marketing team to set-up the ‘Career Advice’ blog, which hosts the all of their informational content.

A complex reverse proxy solution was implemented by our senior technical SEO experts. The objective was to ensure that the content was nestled under a sub-folder (/career-advice) rather than a sub-domain for maximum SEO benefit, but we had to work around the security issues that this could pose to a large organisation. The reverse proxy solution hosts content on a remote server, and pulls it onto a sub-folder via a detailed setup.

SEO Content Marketing Strategy:

Our content marketing and SEO team conducted an extensive keyword research project to identify 100’s of target keywords with informational search intent that were relevant to the job search process.

We used our bespoke keyword research technology to segment keywords into dimensions and segments relevant to specific content topics. Then we developed a keyword ranking dashboard in Excel to monitor the keyword ranking changes for priority webpages on the Fish4jobs Career Advice blog.

A sample of the priority informational target keywords are listed below:

  • “cv template” (135,000 UK average monthly searches)
  • “resignation letter” (49,500 UK average monthly searches)
  • “cover letter” (40,500 UK average monthly searches)
  • “how to write a cv” (33,100 UK average monthly searches)
  • “personal statement examples” (27,100 UK average monthly searches)
  • “how to write a cover letter” (22,000 UK average monthly searches)
  • “letter of resignation” (18,100 UK average monthly searches)

We audited the current content on the Fish4jobs Career Advice blog, and produced detailed articles which were optimised for SEO performance. 

We were required to produce SEO specifications for all of our priority URLs, in order to create the highest quality content which satisfied users and search engines. We then liaised with Fish4jobs to optimise the content on a periodic basis to achieve maximum SEO performance, therefore capturing active a greater number of active job seekers via content marketing during their job search process.

As part of our content marketing strategy we developed a content calendar which focused on writing ‘supporting content’ with internal links to the priority URLs listed above. This acted primarily as an SEO tactic, and provided great results as organic rankings increased exponentially.

We identified a cluster of “cv template” related keywords for specific professions, and sectors. This keyword research process provided the specification for writing 40+ high quality “X profession cv template” articles. Each of these cv template articles contained an internal link to the priority URL (www.fish4.co.uk/career-advice/how-to-write-a-cv/) to bolster SEO performance.

The content strategy implemented above was highly successful at creating content on the Fish4jobs Career Advice blog that ranked well organically, and engaged a greater number of active job seekers.

Creative Content Campaigns To Target Passive Job Seekers & Acquire High Authority Backlinks

To achieve success in communicating with the passive job seekers we managed creative content marketing campaigns that were featured in a wide range of the UK’s largest national and regional publications.

“The Premier League Table of Season Ticket Affordability”:

In August 2016, we launched a content campaign called, “The Premier League Table of Season Ticket Affordability” to coincide with the launch of the Premier League football season in England.

We reviewed Fish4jobs’ Facebook audience data to understand that the Fish4jobs passive job seekers listed Premier League football as one of their favourite topics. This resulted in us pursuing this topic in our creative planning process, however, we had to relate it to the job market.

Therefore, we decided to research how many hours it would take a local resident to afford a monthly season ticket for their local football club based on the average salary for the location in which the football ground was based.

The methodology for the creative content campaign involved us researching local resident weekly wage data from the Office of National Statistics; whilst also researching the cheapest available season ticket price for each football team in the Premier League.

We designed a creative that illustrated the table which ranked Premier League football clubs based on the affordability of their season – which is highly sharable topic as we launched the creative during the week that the Premier League season started. This was then promoted to the influencers and publications which our passive job seekers would read on a daily-basis.

The design effectively engaged a wide range of the UK’s largest national and regional publications.

“Which Major UK City Has the Most Affordable Commute?”

In January 2017, we launched a content campaign titled, “Which major UK city has the most affordable commute?” to coincide with the increased rail fares across the UK at the beginning of the year.

We calculated the number of hours that it would take for a worker to afford their commute by rail using multiple data sources. The 14 cities that were chosen were listed as having the greatest amount of commuter traffic each year.

The average weekly wage report from the Office of National Statistics was used to calculate the average hourly wage of workers in each of the 14 UK cities.

The monthly rail prices were gathered using an online tool, and only those commutes which took between 15 – 45 minutes via rail were taken into account in the analysis. The monthly rail card prices were averaged for each of the 14 cities.

We used the average hourly wage and the average monthly rail card price to calculate the number of hours a worker must work to afford their commute. We used 254 working days for this study.

All commuters travelled via rail and take between 15 – 45 minutes to arrive at the major station of each city. In London, 4 major stations were used in the analysis – London Bridge, Liverpool Street, Waterloo and Victoria.

We designed a creative that illustrated which major UK cities had the most and least affordable rail commutes – which was a highly shareable topic at the beginning of January 2017 as prices rose across the UK. This was then promoted to the influencers and publications which our passive job seekers would read on a daily-basis.

The creative is attached to our entry, and the design managed to capture the attention of some of the UK’s largest regional publications.

Traffic Metrics For The Career Advice Blog:

Our SEO content marketing strategy targeted at active job seekers increased organic traffic to the Fish4jobs Career Advice blog by 636% year on year (YOY)

  • January 2016 – 15,761 monthly organic visits
  • January 2017 – 116,029 monthly organic visits

The majority of this organic traffic constitutes active job seekers who are in the job seeking process and are seeking further expert advice on their job application process.

Our content marketing strategy targeted at passive job seekers contributed towards the 30% increase in organic traffic to the entire Fish4jobs website year on year (YOY).

This organic traffic arrives via a combination of transactional keywords (“job search” – 246,000 UK average monthly searches), and information keywords (“how to write a cover letter” – 22,000 UK average monthly searches).

These results demonstrate how our content marketing strategy successfully acquired high authority backlinks which greatly improved SEO performance in a highly competitive market.

Our content marketing strategy yielded Google rich snippets for a number of the UK’s highest search volume informational search queries which are relevant to the job search process. This demonstrated that Google perceived Fish4jobs Career Advice blog as an authority in the wider semantics of each topic – proving that our content marketing strategy was delivering exceptional results.

The two creative content campaigns were highly successful at reaching the active and passive target audience(s), acquiring high authority backlinks which improved the organic ranking of transactional and information target keywords. Below we’ve highlighted the key success indicators of each.

The creative content campaign titled, “The Premier League Table of Season Ticket Affordability” generated a substantial amount of regional press coverage, as well as being featured as a widget on a national newspaper which is read on a daily-basis by the passive target audience(s).

These publications have high domain authority, and provided backlinks to Fish4jobs, which contributed towards the objectives of our content marketing strategy by increasing organic traffic for the Fish4jobs Career Advice blog; as well as the organic ranking of transactional search queries for the Fish4jobs website.

Our Creative Content Campaigns Were a Great Success, And The Results Can Be Summarised As The Following:

  • Successfully seeded content with major UK publications which our active & passive target audience(s) read on daily-basis.
  • Generated substantial brand awareness for Fish4jobs across the web, and on social media.
  • Acquired backlinks from high authority domains that yielded outstanding SEO results.
  • Increase in organic traffic, and a large number of social media coverage.

We’re immensely proud of the content marketing strategy that we planned, and implemented successfully for Fish4jobs. We’d be delighted to discuss how we can help your company to develop an SEO content strategy that reflects your business goals and achieves excellent SEO results.

Testimonial – Gary Fenn, Insight Analyst at Fish4jobs:

Content marketing is all about the long game & Semetrical understand this completely. Link acquisition projects they have created for Fish4jobs continue to drive traffic & diversify our link sources.

By mashing up publicly-available sources they have turned complex data into compelling stories. They have intelligently designed these content pieces, enabling us to approach influencers.

These projects have gained us dozens of links across high-authority sources, who would otherwise have no reason to reference our website. The success of these content pieces have caused us to commission many more similar projects over the coming year.

Appendix

Appendix A – Ranking Improvements For Informational Keywords Between January 2016 – January 2017:

We’ve listed the major ranking improvements for informational keywords between January 2016 – January 2017.

  • “cv template” (135,000 UK average monthly searches):
    • January 2016: Desktop – 29th, Mobile – 23rd
    • January 2017: Desktop – 9th, Mobile – 7th
  • “cover letter” (40,500 UK average monthly searches):
    • January 2016: Desktop – Not ranking, Mobile – Not ranking
    • January 2017: Desktop – 3rd, Mobile – 1st
  • “resignation letter” (40,500 UK average monthly searches):
    • January 2016: Desktop – 14th, Mobile – 12th
    • January 2017: Desktop – 3rd, Mobile – 5th
  • “how to write a cv” (33,100 UK average monthly searches):
    • January 2016: Desktop – 56th, Mobile – 47th
    • January 2017: Desktop – 3rd (Rich snippet), Mobile – 2nd (Rich snippet)
  • “personal statement examples” (27,100 UK average monthly searches)
    • January 2016: Desktop – Not ranking, Mobile – Not ranking
    • January 2017: Desktop – 3rd, Mobile – 2nd
  • “how to write a cover letter” (22,200 UK average monthly searches)
    • January 2016: Desktop – Not ranking, Mobile – 74th
    • January 2017: Desktop – 3rd (Rich snippet), Mobile – 1st (Rich snippet)

Appendix B – Ranking Improvements For Transactional Keywords Between January 2016 – January 2017:

We’ve listed the major ranking improvements for transactional keywords between January 2016 – January 2017.

  • “jobs” (301,000 UK average monthly searches)
    • January 2016: Desktop – 14th, Mobile – 14th
    • January 2017: Desktop – 6th, Mobile – 7th
  • “job search” (246,000 UK average monthly searches):
    • January 2016: Desktop – 4th, Mobile – 4th
    • January 2017: Desktop – 2nd, Mobile – 2nd
  • “jobs in manchester” (22,200 UK average monthly searches):
    • January 2016: Desktop – 6th, Mobile – 6th
    • January 2017: Desktop – 4th, Mobile – 4th
  • “jobs in liverpool” (33,100 UK average monthly searches):
    • January 2016: Desktop – 4th, Mobile – 4th
    • January 2017: Desktop – 2nd, Mobile – 2nd
  • “jobs in leeds” (27,100 UK average monthly searches)
    • January 2016: Desktop – 7th, Mobile – 7th
    • January 2017: Desktop – 4th, Mobile – 5th

* Fish4jobs had ranked organically number 1 for “job search” (246,000 UK average monthly searches) which is the transactional keyword with the second largest search volume in the UK which relates to the job market.

Appendix C – The Publications Which Featured “The Premier League Table of Season Ticket Affordability” Included The Following:

Appendix D – The Publications Which Featured “Which major UK city Has The Most Affordable commute?” Included The Following:

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