Using Blog Posts to Boost Organic Website Traffic

No matter what industry you’re in, a well-executed content strategy can help boost your search rankings, increase brand awareness, establish credibility, and drive traffic to your website. 

See how we utilized trending topics to write and optimize a blog post for an e-commerce client, which ultimately landed on the first page of Google’s search results and increased website traffic. 

STRATEGY

Our client runs an upscale boutique selling gifts like fine china, home décor, clothing, and jewelry, and we create unique on-site blog posts that relate to their business and products. Many of our client’s customers go to the store or shop online for Bridal Gifts, as they’re known for their Bridal Registry. When the coronavirus (COVID-19) pandemic hit, the wedding industry as a whole was greatly affected, but there were still brides and bridal parties trying to make the best of the situation. 

As we monitored what topics were trending around weddings, we noticed search terms like “bridal showers during COVID,” “bridal shower ideas during COVID,” and “covid bridal shower” were becoming increasingly popular as people looked for creative, safe ways to move forward. Using that as inspiration, in September 2020, we created the post “How to Throw a Bridal Shower During COVID.” 

We implemented the relevant keywords in our post title, URL slug, title tag, meta tags, and throughout the body of the content. We were also able to tie in our client’s products by incorporating links to their bridal gift options. 

RESULTS

Between its initial publish date in September through the end of October, the post drew 60 visitors and ranked 77th for top pages.

However, come November, we really started to see the pageviews pickup. The post moved up to the ninth most viewed page on the site and received more than seven times the amount of pageviews compared to the previous month.

The post also ranked on the first page of Google for various search queries, including “bridal showers during covid” and “bridal shower ideas during covid.”

As of January 6, the post has received 1,179 pageviews and is the fourth most visited page on the site. 

And when we look at which pages people land on when first visiting the site, this post ranks third: 

96% of the people that landed on this post were from organic searches.

Finally, the people landing on the post are spending close to five minutes on the page, which tell us they’re reading and engaging well with the content. 

Overall, when given  the opportunity to capitalize on a timely topic, move quickly. Research which keywords are ranking, what your competitors are doing, and what queries people are using to search. You’ll have all the tools you need to create a blog post that makes an impact.