Summary
TitleHeadline: +191.3% growth within just 6 months Revolutionizing Flabbery's digital presence led to remarkable success. Addressing foundational issues through content pruning, enhancing content quality, and implementing contextual internal linking, our campaign leveraged AI-generated content. The result? A staggering +191.3% growth within just 6 months. This strategic overhaul not only fixed immediate challenges but set the stage for sustained success in the dynamic digital landscape.
Challenge
The marketing challenge in the past revolved around the need to recover traffic lost due to algorithm hits, prompting a strategic overhaul. The primary focus was on revamping the site architecture for enhanced user experience and SEO performance. Content pruning was undertaken to refine and optimize existing material, aligning it with search engine algorithms. The key objective was establishing a sustainable organic growth story, with a specific emphasis on non-branded relevant keywords and product categories. Success was measured through improvements in traffic for these targeted keywords, indicative of regained visibility in search engine results. Addressing the setbacks caused by previous Google Algorithm updates was pivotal, and the approach involved adapting strategies to align with evolving search engine dynamics for a more resilient online presence.
Objective
The marketing campaign's objective was to achieve sustainable organic growth through strategic initiatives. Faced with challenges of traffic loss due to frequent algorithm updates, the brand aimed to recover and expand its online presence. The focus was on migrating to a new site architecture, coupled with content pruning, to create a search-friendly website. Leveraging AI-generated content became a key strategy for scaling traffic while adhering to Google's guidelines. The ultimate goal was to not only recover lost ground but also to establish a robust and resilient online presence that could adapt to the evolving landscape of search engine algorithms. This comprehensive approach aimed to position the brand for long-term success in the competitive digital space through sustained and organic traffic growth.
Strategy
The strategy commenced with a thorough website audit, revealing critical cannibalization issues and inadvertent engagement in grey to black hat practices, leading to the wastage of crawl budget. Dynamic search-generated indexable pages resulted in a disproportionate number of cannibalizing pages. To address this, a nationwide keyword research initiative laid the foundation for a new site architecture. The migration involved significant content pruning, redirecting cannibalizing pages to eliminate them. The old website, burdened with 1.5 Lakh pages, was streamlined to a lean 3.5K pages. Implementation of SEO elements such as contextual breadcrumbs, H1 tags, and optimized meta tag templates became instrumental in enhancing the site's search-friendliness. Recognizing the staleness of category content dating back decades, a transformative approach was taken. Leveraging ChatGPT, the content on categories underwent a comprehensive overhaul, significantly aiding indexation and improving rankings. Simultaneously, the creation of a blog from scratch, powered entirely by ChatGPT-generated content, contributed to establishing Topical Authority. Responding to market demands, the business expanded its offerings to cater to Indian customers wanting to send gifts abroad. The launch of India to foreign countries landing pages proved successful, securing rankings and facilitating orders for cross-border gifting. This strategic expansion not only addressed the immediate traffic recovery goals but also positioned the brand for sustained organic growth, adapting to both algorithmic changes and evolving customer needs.
Data
The data-driven approach played a pivotal role in the decision-making process throughout the campaign. Particularly during the content pruning phase, leveraging insights from Google Search Console (GSC) proved instrumental. The team meticulously analyzed GSC data to determine which pages to retain through redirection to clean URLs and which ones could be safely eliminated. This informed content pruning decisions, ensuring a strategic and data-backed approach to streamline the website's structure. Furthermore, the GSC data shed light on the site's performance during various algorithm updates, such as the Spam Update, highlighting areas where the website had suffered setbacks. This revelation prompted a thorough examination of the website's hygiene, scrutinizing for any practices misaligned with Google's best practices. Recognizing the impact of these algorithmic changes on the site's visibility, the migration to a new site architecture became not just an opportunity for structural improvement but a necessity to align with current search engine dynamics. The migration process addressed issues identified in the GSC data, mitigating the negative effects of algorithm updates and ensuring compliance with Google's guidelines. By proactively addressing these challenges revealed by the data, the strategy not only facilitated traffic recovery but also established a foundation for sustained growth, setting the website on a trajectory aligned with best practices and resilient to future algorithmic shifts. The integration of data-driven insights from GSC became a cornerstone in steering the campaign towards a more optimized and search-friendly digital presence.
Solution
To address the challenge of poor content quality hindering the post-migration recovery, an innovative solution was implemented, transforming the content production process. A GPT-based content generation system was devised, tailored with customized prompts specific to each page type. This creative approach significantly expedited content creation, enabling a swift improvement in content quality across various pages. By leveraging the power of AI, the team efficiently covered a broad spectrum of page types, ensuring that the content aligns with SEO best practices and user engagement metrics. Recognizing the importance of contextual internal linking for SEO and user experience, another innovative strategy was employed. The team developed a comprehensive city-to-state level database covering the entire country. This database became the backbone for a strategic internal linking approach. For instance, a page focusing on flower delivery in Pune seamlessly linked out to other cities within the Maharashtra state. The same logic was applied to other city-centric pages, ensuring that each page contributed contextually to its respective state. This dynamic internal linking strategy not only enhanced the user journey by providing relevant information but also played a crucial role in boosting rankings. The interconnected web of links established a contextual relationship between pages, signaling to search engines the relevance and depth of content. These creative solutions, the GPT-based content generation process, and contextual internal linking, collectively fueled the recovery efforts post-migration. The amalgamation of technology-driven content creation and strategic internal linking not only addressed the immediate content quality concerns but also laid the groundwork for a more robust and innovative approach to ongoing content management and SEO optimization.
Results
Comparing last 6 Months v/s Recent 6 Months i.e. (29th Oct 2022 - 30th April 2023) v/s 1st May 2023 vs 31st October 2023: - Organic Clicks increase by 66% (8.52k clicks to 14.2k clicks) - Organic Impressions increase by 191.3% (544k impressions to 1.59m impressions) Screenshot the results shared here with the keynote: https://docs.google.com/presentation/d/1S1rLs3vLB4TbHip4IKPzAI9eUHnmWo-8MCVaCqmjdd4/edit#slide=id.g2631e7508fb_0_6
