52% Increase in User Engagement for a B2C Client: Strategic Content Building

case study-seologizt

Challenge

In mid-2019, seologizt took over content-building responsibilities for a long-time SEO client. The previous content vendor’s strategy was to target long-tail search, with the goal of being the sole publisher of niche topics to drive high-engagement users. By June , the previous content vendor had published 187 articles (over a course of 2+ years), and the client was experiencing slow growth (most of which was achieved through 4 articles that
had high search demand).

Solutions

When seologizt assumed content-building responsibilities, we did our keyword research and only wrote on topics with search volume. We discovered that with the previous vendor’s content, several of the topics had no search demand and many pages were only getting a couple of reads per month. We began publishing content in June. Three months in, we’d already equaled the previous vendor’s organic traffic count through only 40 articles.By the end of the year, still, with just 113 articles (70 fewer than the previous vendor had produced since February 2019), Seologizt Digital had increased organic traffic by 7x the previous vendor’s count

Engagement

Our Digital’s SEO team relies on metrics beyond traffic, including engagement, to determine the success of their initiatives. For both our content and the previous vendor’s content, here are the percentages of
users who scrolled down to at least ¾ of the page (indicating that they likely read most of the article):

In September, the previous vendor had a 41% scroll rate vs. Seologizt’s 34% (scroll rate = users scrolling at least ¾ through the page). However, Seologizt had achieved 33.6k visitors in September while the previous vendor achieved 18.2k. When those numbers are combined with scroll rate, the results favored Seologizt: 11.4k readers digesting the Seologizt content in its entirety vs. 7.5k for the previous vendor—an increase of 52% just three months
into our engagement

Returning Users

Another metric to evaluate content performance is returning users. Because our content is aimed at building authority and user trust (not direct response), we rarely recorded conversions on the first visit. The buying cycle incorporates more than one touchpoint and significant latency; thus, the returning users metric is essential for understanding the success of the campaigns.
Below is a monthly breakdown of users who were originally acquired through one of our articles organically and returned to the site on a separate occasion later on
By December 2019, Seologizt’s content would make up 20% of the client’s overall returning article traffic (including both the previous vendor’s traffic as well as all articles ever published on this 15+-year-old domain).

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