Summary
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 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.
Objective
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. User Write a marketing campaign objective from the content below within 150 words (in past tense) : Sustainable Organic Growth AI Content for scaling traffic Traffic Recovery Migrate to new sIte architecture along with content pruning. Because of losing in almost all algorithm updates. The brand wanted to build a search-friendly website. Grow traffic with AI generated content and be in line with Google's guidelines. 2 / 2 ChatGPT The marketing campaign's objective was to achieve
Strategy
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.
Data
To address the challenge of poor content quality hindering swift recovery post-migration, an innovative GPT-based content production process was implemented. Customized prompts were developed for different page types, streamlining content generation and significantly expediting the enhancement of content quality. This creative solution not only accelerated the content creation process but also ensured that each page received tailored and high-quality content, contributing to improved rankings and user engagement. In addition, contextual internal linking was strategically employed to enhance the website's structure and boost SEO performance. By building a comprehensive city-to-state database for the entire country, internal linking was optimized for relevance. For instance, a page focused on flower delivery in Pune would intelligently link out to other cities within the Maharashtra state, and similarly, a page about cake delivery in Bhopal would connect to other cake-related pages in cities across Madhya Pradesh. This innovative approach to contextual internal linking not only improved the user experience by providing relevant connections but also played a crucial role in boosting the website's ranking, contributing to the overall success of the traffic recovery strategy.
Solution
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)
