The Client
A longstanding brand with a strong product offering but declining organic visibility. Over five years, Google traffic had dropped significantly. Their website featured mostly evergreen content, and no structured content marketing was in place.
The Challenge
The business was preparing for a new site launch, and needed a content marketing strategy that didn’t just produce blogs—but produced revenue. They engaged us to rebuild their content programme around actual keyword-to-sale data.
Our Role
Having previously implemented a closed-loop marketing framework for the brand, we had access to historic keyword conversion data via their paid ad accounts. That gave us a head start.
- Keyword Deep Dive
We analysed five years of data, mapping organic keyword positions against PPC conversion data. This allowed us to pinpoint which keywords actually drove revenue—not just clicks. - Strategic Keyword Mapping
We created a master list of keywords tied directly to sales potential. From there, we analysed the top ten ranking pages for each term and cross-checked against the client’s current ranking. - Ranking Viability Filter
Any keyword where the SERP competition was unreasonably strong was excluded. We focused only on keywords where our content had a realistic shot at ranking in the top five—this was classic 80/20 thinking. - Gap & Quality Analysis
For high-potential terms, we compared the structure, length, and quality of the top three ranking posts against the client’s own. This informed a content plan designed to out-perform—not just replicate—what was already ranking. - Execution & Publishing
We wrote long-form content (2,000–4,000 words) that delivered more depth and clarity than competing pages. The blog started publishing monthly, later increasing to two posts per month.
The Outcome
- 25% uplift in organic traffic within 12 months
- Page one keyword rankings jumped from 33 to 117
- The client expanded the programme to two additional brands
Before → After Snapshot
| Before | After |
|---|---|
| Declining organic traffic | 25% YoY growth in 12 months |
| No strategic content plan | Keyword-led, revenue-focused publishing |
| 33 page-one rankings | 117 page-one rankings |
| Evergreen-only site content | Scalable content engine built on ROI data |
