The quick-fix project I want to share with you today is about working on content that ranks quickly. Let's see the results.
The brief
"Can you help us create rankable content?"
Is it usual to receive a sentence query like this? Yes. Often, busy CEOs and even savvy CMOs need help and fast. They know what they are aiming for but aren't sure about the details of how to get there. And that's where I come in—to help establish the nuances of their content problem and conjure up a lasting solution they can build upon.
Setting
In this project, I'm helping an outsourced cloud tech and accounting service capture relevant keywords in its niche: student accommodation, large unit landlords, and shared workspace providers.
The Quick Fix
I started work in March 2023, and at this point, an updated website saw previous keywords slip off Google's radar. It was time to start using their blog while they continued to build out pages.
I processed some keyword and competitor research and created a first-look content plan, initially focusing on authority through a small set of keywords.
This sector presented quite a challenge because there isn't a lot of blogging happening. So, was there a readership? We were about to find out.
Results
Our content keywords started ranking in August 2023, just before Google's September '23 core update, and it was after this that we began to make ranking gains quite quickly.
As a result, we were bringing in more monthly organic traffic—1133.3% more traffic (from 15 to 185).
Next steps
So, what were my next steps? When you start seeing an increase in traffic this early on from a largely unfinished website, you need to start paying attention to your pages and creating the right landing pages for your services. After all, good blog content that ranks well can't lift the authority of a presence that isn't there yet. In the meantime, I continued to blog and build traffic.
