My next quick-fix study is quite complicated. We have a large site with many pages, some of which change or are deleted over short periods. In ranking terms, this can be problematic for sites, but gaining domain authority from static pages isn't impossible. And while the project gains aren’t the biggest because we have multiple things happening here, my client's project results met a milestone goal.
Let’s have a look.
The brief
A retainer client asked me, “Can you improve our search visibility?”
The budget was small, and I had three months to show attribution. It's not the longest time, but it's time enough to show improvement that could lead to more significant budget allocation for future gains.
Our milestone was to see ranking and click-through rate (CTR) improvement.
The Quick Fix
Up to this point, I had been blogging for the client. That was going well enough, but there were potential fixes we could implement by updating existing pages and blogs on the site. This was my project—to focus on website updates that would move the needle for more significant blogging gains later on.
I worked with the digital team lead to make those page changes over three months.
Results
In three months, I helped increase our average ranking position across a broader scope of targetted keywords and increased our 3-month CTR average.
While these increases look nominal on the page, they actually gave us a boost in organic traffic of 445.4%.
It is important to say that a site of this size has a budget for multiple other factors that lead to organic traffic. Blogging, although stopped in this instance to allow me time to work on page updates, is one of them, and some of the traffic increases will have been down to keyword increases here. However, individual site page stats show increased organic visitors since my updates, so there is evidence of success (I just can’t show you those stats).
Next steps
As I continue to blog for this client on a monthly basis, I now have some leads into further projects after this success. These are currently under wraps, but when I can, I will have a new case study to share with you that attributes content success.
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