COVID-19 Business Continuity Insights and Digital Marketing Tips
A network of chiropractic and physical therapy clinics wanted to build a distinct brand identity to increase site traffic. The client reached out to Growth Rocket and we rebuilt their blog from scratch and implemented a site-wide on-page content optimization strategy. We recorded a 5,420% improvement in organic traffic and obtained 2,027 dofollow links over a seven-month engagement period.
improvement in organic blog traffic
The client offers top-quality chiropractic services and adjustments, rehabilitation, and special treatments. As a network of chiropractic and physical therapy clinics, the client caters to customers from various states, including Arizona, Minnesota, Texas, New Jersey, and more.
Its holistic approach to treatment aims to restore range of movement and improve a person’s quality of life. Every patient can count on a well-rounded experience that addresses their social, emotional, and physical needs.
After conducting an audit of the client’s website and competitive landscape, we proposed refreshing the blog ideation process, lengthening and re-optimizing existing content, and creating a new blog. Crafting well-optimized content would help improve the site’s SERP rankings and provide visitors with relevant and useful info, which Google values the most.
Our goal was to improve the site’s DA score with well-researched blog posts. We wanted the client to rank for informational keywords (i.e. “What is fibromyalgia?”) so we performed keyword research to identify high-value search terms related to musculoskeletal conditions or treatment.
We refreshed the client’s blog ideation process and produced a monthly blog calendar with evergreen and seasonal topics. Even though the client’s site content was scarce, we used it as a springboard to implement the Topic Cluster Model for pillar content and topic clusters.
Every month, we published high-value, well-researched, and keyword-optimized blog posts. Creating media-rich and substantive blogs gave the client’s website a leg up in search visibility improved their overall SERP rankings.
We optimized location pages by incorporating long-tail, location-specific search terms into the site content. Seamlessly including these keywords into the website copy helped rank the pages for relevance and helped funnel visitors into other relevant pages on the client’s website.
Apart from breathing new life into the blog, we created a mix of on-brand and tangential content to diversify the client’s dofollow link portfolio. We reoptimized existing content to position the brand as a source of educational content. Our goal was to make our content relatable to patients who experience pain symptoms or problems with range of movement.
The impact of our content strategy is shown in the graph, which illustrates a positive trend for organic users over a 7-month period. Producing monthly content for location and service pages helped improve the site’s organic traffic by 5,420%. By diversifying the client’s content assets and producing consistent, high-value content, we were able to obtain 2,027 dofollow links. Further data shows consistent organic user improvement over a 12-month period for the brand’s location pages (red line graph).
One of the largest rug stores in Minneapolis teamed up with Growth Rocket to position their brand as a subject matter expert for everything related to area rugs. Our goal was to produce top-quality content that would educate, entertain, and inspire. We developed a content strategy that incorporated the brand’s key descriptive messaging and recorded a 1,945% improvement in organic blog traffic. We obtained a total of 5,064 dofollow links for the brand, as well.
The client is the largest online retailer of the finest, handcrafted rugs in Minneapolis, Minnesota. It has a long-standing history spanning over four generations selling and manufacturing Persian and Oriental rugs.
The company is recognized as Minnesota’s largest showroom for new and antique area rugs and Oriental carpets. Its inventory includes some of the rarest antique and semi-antique area rugs available. Customers can explore the brand’s online store or pay a visit to the showroom to see exclusive items made by internationally recognized designers and its own private label designs.
Our initial audit of the client’s website and competitive landscape prompted us to develop a content strategy focused on delivering strong, visual narratives that stimulate the senses. Our action items included diversifying the client’s content assets, such as how-tos, infographics, long-form blogs, and comprehensive guides. We also improved website navigation by including blog categories such as interior decor, rug trends, and cleaning and caring tips for more seamless browsing.
We wanted to publish high-value, timely stories with lasting value for rug collectors and homemakers with an eye for design. To do this, our team conducted competitive keyword research to narrow down relevant informational keywords that align with user intent.
Our team refreshed the client’s ideation process by pitching timely and relevant blog topics. Some of the brand’s key descriptive messaging were “the finest woven masterpieces” and “unmatched comfort, quality, and design” so we made sure that our topic suggestions were in line with those USPs.
Since the client sells luxury artisan rugs, it was important that our content reflected their branding as a sophisticated, high-brow retailer to set it apart from mass-market providers. We published monthly on-page blogs to back up the brand’s authority as a thought leader in the industry.
Apart from diversifying the client’s blog, we lengthened and re-optimized the site’s existing content through the seamless insertion of high-volume search terms. We refreshed the blog’s categories to improve navigation so visitors could easily locate blog posts about interior decor or rug trends.
Our strategy for the reputed rug brand is anchored on top-notch content written for both humans and search engines. After publishing content for the blog and reoptimizing location and service pages, we were able to drive consistent organic user improvement over a 10-month period. Our content optimizations also yielded a positive impact on the client’s listing pages. On month 12 of the engagement, we were able to hit our historic best for the location page traffic.
Growth Rocket is a full-stack digital marketing agency that offers multi-channel customer acquisition services to businesses of all sizes. In line with the coronavirus brand experience, we wanted to realign our brand image to the current environment and position ourselves as an e-commerce enabler during tough times. We refreshed our blog to provide brick-and-mortar businesses with actionable insights on how to accelerate their digital transformation. The result: a 272% increase in overall blog traffic and 16,618 dofollow links.
increase in organic blog traffic
We want to make the best out of the situation by adapting our messaging to the sensitivities of the times. By publishing bi-monthly blog posts, we successfully drove greater blog traffic and showed clients that we could “walk the talk” even in the post-pandemic world. And we drove that messaging forward with useful and empathetic content.
Given the current climate, our clients need content that would help them recover lost ground, adopt a sustainable business model, and support COVID-19 relief efforts. That said, we created a content calendar that focused on trending topics like business continuity, home-based work, current economic and consumer shifts, and the like.
Our e-book compiled blog posts about the COVID-19 pandemic, and it was designed as a lead capture tool. It discussed how businesses can thrive during and after the crisis. We used the e-book to encourage visitors to sign up to our blog where they would receive a free COVID-19 business continuity game plan infographic.
To ensure that our COVID-19 messaging was consistent, we carried out on-site optimizations by reoptimizing and lengthening the content for our service pages, publishing infographics, and keeping the site updated with seasonal, interactive content.
Over a span of 12 months, we recorded a positive trend in organic users for the Growth Rocket blog. Producing bi-monthly blogs helped improve blog traffic by 272%. Producing top-notch content related to the current climate also helped us obtain 16,618 dofollow links.
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