Coffee Content Boost - how to effectively Boost Organic Traffic?
- Bluerank & Philips Domestic Appliances
During the period of remote work, the smell of freshly ground coffee has become a desirable part of our home reality. The increased interest in the topic of coffee brewing and the exploration of different coffee flavors at home inspired us to focus our efforts in this particular category. The main goal was to increase the volume of organic traffic on coffee-related sections and in support of monetization of this traffic.
Challenges
Service structure
The site's structure was not optimal for both users and Google's search engine algorithms. The lack of subcategories made it difficult for users to navigate and find content efficiently, leading to increased rejection rates. In addition, some older content was invisible to Google's robots, which limited access to it from the search engine and negatively affected the site's visibility. The scattering of content across different parts of the site increased the time required to find information of interest to the user, which negatively affected the perception of the site and its content.
Technical limitations
Much of the site is managed on a global level, which lengthens processes and implementations. The construction of the site in many places did not allow for the implementation of technical SEO recommendations that could significantly improve the performance of the entire site, not just the coffee section.
Manage processes related to the production and optimization of content marketing content
Many people are involved in the process of producing, approving, optimizing and publishing content on the site. On Bluerank's side these are:
- SEO specialist responsible for preparing a strategy for SEO activities,
- Coordinator of content marketing activities responsible for implementation of strategy and quality verification of content,
- copywriters creating content
On the Philips side, on the other hand, it is:
- local team, which approves the strategy and approves the content created,
- global team that formats and publishes the created content on the site.
The complexity of these processes and their time-consuming nature related to, among other things, the intense email communication regarding content throughout the above group of people directly affected the limited development of the site and hindered the effective implementation of our content marketing strategy.
Strategy and realization
SEO & Content Boost
The plan of action was to develop and execute an SEO content marketing strategy with a focus on coffee SEO & Content Boost - that is, maximizing the site's visibility (products and categories related to coffee machines, coffee parts and accessories, and blog content related to coffee topics) for the widest possible range of queries that match the intent of users interested in coffee at every stage of their customer journey.
At the same time, we wanted to streamline the process of verifying and publishing new content, and we achieved this goal by implementing our proprietary tool- Content Manager- an online tool that optimizes the management of the content marketing content creation process.
This stage was crucial for optimizing the process of content planning, creation and approval. The tool significantly improved cooperation between Bluerank and Philips teams, solved many problems, and improved the efficiency of the implemented activities.
We started our activities with:
- extensive analysis of the site's structure and technical layer to identify feasible changes to improve indexing,
- We then focused on rebuilding the blog section, creating appropriate subcategories and eliminating dynamic content loading,
- We also removed the duplicate pages that appear.
The blog content development and optimization strategy for the Coffee category was carried out using a data-driven approach. The first stage of this work consisted of performing an analysis of query potential, determining the user's intent and stage of the purchase path, and analyzing the activities of competitors. At this stage, we used internal data (Google Analytics, Google Search Console) and a number of external data sources such as Google Keyword Tool, KeywordTool.io, Ahrefs, Semrush, Senuto, Newspoint, Google Trends, Contadu and Bluerank's proprietary tools: reWrite, SERP Spy, Word Bucket and Content Planner.
In the next stage, we developed a detailed content development plan, taking into account both the needs of potential users at different stages of their customer journey and the client's needs for promoting selected topics and products. In the content development schedule, we included the creation of new content and the updating of existing content, including the optimization of internal linking between new and already published articles.
One of the key highlights of the entire process was the monetization of content in the Coffee category. Pages with articles were enriched with navigation boxes, presenting thematically related articles, and product boxes, containing information and links to thematically related products, which are available in the Philips Domestic Appliances range. The implementation was based on Bluerank's proprietary technology, which dynamically selects the content of the boxes for conversion rate optimization. In addition, infographics were created for selected articles, which further complemented their content and increased user engagement.
Results
Increase in visibility and traffic in the blog section (y/y):
127% more phrases in TOP 1-3 (from 86 to 195)
191% more phrases in TOP 4-10 (from 138 to 402)
122% more phrases in TOP 11-100 (from 1,463 to 3,254)
Organic sessions: + 38% y/y (from 142,214 to 195,800)
Data from Ahrefs:
Currently, the site is achieving even better organic results for the coffee section. These are the statistics related to blog articles from the Coffee category with the highest organic traffic (Ahrefs data):
The Coffee category in the blog section is currently visible for 5,426 phrases, this is how the top 200 key phrases delivering organic traffic look like (Ahrefs data):
Increase in number of organic sesions: +38% (from 142 214 to 195 800)
Peak season growth (4 quarter 21 vs 22) w GSC: +17% clicks, +78% views
Data from Google Search Console:
Data from Google Analytics:
Nominations
Performance Marketing Diamonds 2023
Nomination in the content performance category, The most effective SEO campaign - Bluerank i Philips
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