Belkins
Organic SEO: Before and After
Overview
Initial Focus: Previously, the emphasis was on the quantity
of posts rather than quality, with over 600 pages of
content. This was reduced to 200 after a rigorous content
pruning process.
Content Strategy Gaps: Initially, there was a lack of
strategic planning in content creation. For example, a
content audit revealed up to seven articles targeting the
same search intent, with numerous instances of duplicate
content.
Top 5 Strategies Implemented and
Their Impact
1
Content Audit and Pruning
To identify and remove low-quality or duplicate
content, pruning 70% of non-performing blog
content. Initially, we saw a dip in traffic but
maintained lead numbers. Six months later, leads
increased, and following Google Core Updates
after 10 months, both traffic and leads surged.
2
Strategic Content Planning
Created a content plan based on the following: article topics we
believed to perform best for lead generation (focus on BOFU
keywords); topical authority - for the most important subject areas
(close to our core business offering), we considered TOFU keywords as
well (f.e. “What is appointment setting in B2B?”); creating link magnets
(studies based on internal data) - content created specifically to attract
links passively (without outreach).
3
Upgrading Writing Talent
Hiring new, better-skilled writers to meet the
high requirements of our target audience (B2B
decision makers).
4
Building internal SME team
Incorporating internal expertise based on SME
interviews, outline / draft reviews and approvals
by SME - to find ideas for content angle and
unique insights to cover the information gap in
SERP and showcase expertise for both Google &
target aud
5
Internal link building
Strategically build internal links to make sure
each page has links with diversified anchor text.
IMPLEMENTATION NUANCES TO CONSIDER
🎉 Budget
🔥 Update Vs. New
article).
updates, 10% new ideas).
💬 Operations
🔍 Consider each article a landing page
month. We end up publishing 5-7 articles monthly.
dwell time, scroll depth, bounce rate? Is your intro good?
Good writers require investments ($500 - $1500+ per
WI thought we could handle 12-15 articles published per
⭐️Working with SMEs
We focused on content updates (90% old content
can you improve UX? is readability good? what is the
Can you spot fluff in writing? Does it load well on mobile?
Is your post better than what is already written on the
Having internal experts (SMEs) ready to share expertise is
topic?
half of the job - you need to learn how to interview them
🌈 Ownership
and come prepared.
Decide who is responsible for content quality and
performance: content manager? content strategist? SEO
manager? You might hear “our content is good” from each
of them, but are you sure it is good - have you actually
spent time reading it? Incroporate unified content quality
metrics.