You might think that having a website is enough to attract visitors, especially if your SEO specialist is boasting about building tons of backlinks.
But here’s the thing: backlinks alone won’t cut it. Sure, they help, but their impact is minimal without high-quality content and a solid content strategy driven by keyword research.
Let’s dive into a real-life example to show you why blogs are a game-changer for your website’s success.
The Challenge: A Website Struggling to Rank
This website launched in July 2023 with high hopes of improving its online visibility. The team focused heavily on building backlinks, believing they were the key to ranking higher on search engines. At first glance, it seemed like they were on the right track.
The Data: Backlinks vs. Organic Traffic
Using Ahrefs, we analyzed the website’s performance before any major changes were made. Here’s what we found:
Backlinks (Blue Line): The website had been building backlinks consistently since its launch.
Organic Keywords (Orange Line): Despite the backlinks, the website struggled to rank for relevant keywords.
Next, we looked at the Google Search Console (GSC) metrics:
Clicks (Blue Line): This represents how often users clicked on the website after it appeared in search results.
Impressions (Violet Line): This shows how often the website appeared in search results, even if users didn’t click.
The data revealed a critical issue: while the website had a decent number of impressions (thanks to backlinks), it wasn’t translating into clicks. This meant the website wasn’t ranking for the right keywords, and users weren’t finding the content relevant enough to click on.
Interestingly, there was a brief spike in organic keywords in September 2023, but this didn’t result in a corresponding increase in clicks or impressions. This further highlighted the disconnect between backlinks and actual user engagement.
The Solution: A Holistic SEO Strategy
When I took over the website’s SEO in March 2024, I knew we needed a comprehensive approach.
Here’s what I proposed:
Keyword Realignment: We identified and targeted keywords that were relevant to the website’s niche and audience.
Content Creation: We developed a content strategy guided by keyword research to ensure every blog post addressed user intent.
Technical SEO Fixes: We optimized the website’s technical aspects, such as site speed, mobile responsiveness, and crawlability.
On-Page SEO: We improved meta tags, headers, and internal linking to make the website more search-engine-friendly.
The Result
The first step—keyword realignment—caused a temporary dip in rankings as we shed irrelevant keywords. But this was a necessary step to refocus on terms that truly mattered.
By April 29, 2024, the first blog post was published. Over the next three months, we consistently published high-quality, keyword-optimized content. The results were impressive:
Improved Keyword Rankings: The Ahrefs graph confirmed that the website was ranking for more organic keywords, driving meaningful traffic.
5 Articles Published: By June 15, 2024, the website had five new blog posts.
Increased Clicks and Impressions: The GSC graph showed a steady upward trend in both metrics, proving that the content was resonating with the target audience.
You might wonder if the increase in traffic was due to more backlinks. But the Ahrefs graph tells a different story. While backlinks remained steady, it was the organic keywords—driven by quality content—that fueled the growth in clicks and impressions.
This case study clearly demonstrates that while backlinks can boost visibility, quality content is the real driver of traffic and engagement.
You can see from the above Ahrefs graph that the website’s backlinks were definitely not the driver of clicks and impressions. It was the organic keywords that drove those, which also is a great example how having quality content is the best way to get traffic for your website than just having backlinks.
THROUGH THIS CASE STUDY, ONCE AGAIN, WE PROVED THAT QUALITY CONTENT IS A GREAT DRIVER OF TRAFFIC AND ONLINE VISIBILITY THAN BACKLINKS.
More Reasons Why Blogs Are Important For Your Website
More Reasons Why Blogs Are Crucial for Your Website
Blogs aren’t just about SEO—they offer a host of benefits that can transform your website into a powerful marketing tool. Here’s why:
Engages Visitors: Blogs encourage interaction through comments, shares, and discussions, helping you build a community around your brand.
Showcases Expertise: Well-researched posts position you as an authority in your industry, earning trust from your audience.
Supports Social Media: Blogs provide shareable content for platforms like LinkedIn, Twitter, and Facebook, driving traffic from social channels.
Improves Conversion Rates: By addressing customer pain points and answering common questions, blogs guide users through the buyer’s journey.
Builds Internal Links: Blogs allow you to link to other pages on your site, improving overall SEO and user navigation.
Provides Value to Customers: Informative blogs help customers make better decisions, enhancing their satisfaction with your brand.
Generates Leads: Include CTAs in your blogs to capture leads, whether through newsletter sign-ups, free downloads, or contact forms.
Targets Long-Tail Keywords: Blogs let you rank for specific, less competitive keywords that often have higher conversion rates.
Keeps Your Audience Informed: Regular updates keep your audience in the loop about industry trends, company news, and product launches.
Enhances Brand Voice: Blogs help you develop a consistent tone and style, strengthening your brand identity.
And the list goes on—from improving user experience to supporting email marketing, blogs are a versatile tool that can elevate your website in countless ways.
Frequently Asked Questions
Can you do the same for my website?
Yes I can create a strategy for you that is customized for your website need and target outcome. Implementation time may vary in time depending on your budget and results are also variable due to the different competitiveness of different business niches.
How Important Are Backlinks To SEO? Truth is, it depends.
While backlinks can significantly boost your website’s visibility and rankings, they’re not the only factor that matters. In this detailed case study, we’ll dive deep into the actual impact of backlinks on search engine rankings and explore whether the conventional wisdom of “more backlinks = higher rankings” holds true.
The Challenge: Declining Backlinks and SEO Performance
Imagine this scenario: Your website has been steadily losing referring domains and backlinks over the past year. This decline raises a critical question—do the number and quality of backlinks really have a significant impact on your site’s SEO performance?
To answer this, let’s look at a real-world example. The graph below (from Ahrefs) shows the number of referring domains—websites that linked to a page on the client’s site. Some of these domains may have provided just one backlink, while others may have linked multiple times.
Many SEO specialists would see this decline and immediately recommend a backlink-building strategy, often charging a premium for their services. And to be fair, acquiring backlinks is hard work—it requires outreach, relationship-building, and sometimes even financial investment. But here’s the catch: not all backlinks are created equal. A single high-quality backlink from a reputable, authoritative site can be far more valuable than hundreds of low-quality links from spammy or irrelevant domains.
This brings us to two key questions:
How do we determine if a backlink is high-quality?
Are backlinks the only thing you need for SEO success?
We’ll come back to these questions later in the case study, but first, let’s talk about the solution we implemented for this client.
The Solution: A Content-First Approach
When I first audited this website in February 2024, I noticed something interesting. Despite having a decent number of backlinks, the site wasn’t ranking well for its target keywords. This led me to propose a strategy focused on content creation, keyword realignment, and monthly on-page and technical optimizations.
You might be wondering: Why didn’t I recommend off-page optimizations (like backlink building) right away? The answer lies in the results we achieved.
The Results: Content Outperformed Backlinks
After implementing the content-first strategy, the website saw significant improvements in keyword rankings and organic traffic—without focusing on acquiring more backlinks. Here’s what happened:
Keyword Rankings Improved: By aligning content with the right keywords and optimizing on-page elements, the site started ranking for more relevant search terms.
Organic Traffic Increased: As the site climbed the rankings, it began attracting more visitors from Google searches.
User Engagement Rose: High-quality content kept visitors on the site longer, reducing bounce rates and improving overall engagement.
The takeaway? Even though the website had a decent number of backlinks, those links alone weren’t enough to drive meaningful results. Content was the game-changer.
As an SEO specialist working for 4 years now, I know that while backlinks are important, content should be the first priority since content is like the backbone that amplify the effect of the backlinks.
Why Content Should Be Your First Priority
Content is the Foundation: Think of your website as a house. Backlinks are like the decorations—they make it look good, but they won’t hold up the structure. Content, on the other hand, is the foundation. Without high-quality, relevant, and engaging content, even the best backlinks won’t get you far.
Content Attracts Natural Backlinks: When you create valuable content, other websites are more likely to link to it organically. This natural link-building is not only more sustainable but also more effective than forced or paid backlinks.
Content Ensures Long-Term SEO Health: Search engines like Google are constantly updating their algorithms to prioritize high-quality content. By focusing on content, you’re future-proofing your site against algorithm changes.
Content Boosts User Experience: Great content keeps visitors engaged, reduces bounce rates, and increases the likelihood of conversions—all of which are key ranking factors.
So, How Important Are Backlinks to SEO?
The answer depends on where your website stands. If you don’t already have ranking content, acquiring backlinks will only give you a small boost. But if you’ve got solid content that’s already ranking and you’re looking to outrank competitors, quality backlinks can make all the difference.
What Makes a Backlink High-Quality?
Not all backlinks are created equal. Here’s what to look for in a quality backlink:
High Domain Authority: Links from authoritative sites carry more weight.
Relevance: The linking site should be relevant to your niche or industry.
Contextual Integration: The link should be naturally placed within relevant content.
Dofollow Attribute: This allows the link to pass “link equity” to your site.
Traffic and Trustworthiness: Links from sites with high traffic and low spam scores are ideal.
Acquiring these backlinks often involves creating exceptional content, conducting targeted outreach, and building relationships within your industry.
Frequently Asked Questions
Can you do the same for my website?
Yes I can create a strategy for you that is customized for your website need and target outcome. Implementation time may vary in time depending on your budget and results are also variable due to the different competitiveness of different business niches.
You might think that having a website is enough to attract visitors, especially if your SEO specialist is boasting about building tons of backlinks.
But here’s the thing: backlinks alone won’t cut it. Sure, they help, but their impact is minimal without high-quality content and a solid content strategy driven by keyword research.
Let’s dive into a real-life example to show you why blogs are a game-changer for your website’s success.
The Challenge: A Website Struggling to Rank
This website launched in July 2023 with high hopes of improving its online visibility. The team focused heavily on building backlinks, believing they were the key to ranking higher on search engines. At first glance, it seemed like they were on the right track.
The Data: Backlinks vs. Organic Traffic
Using Ahrefs, we analyzed the website’s performance before any major changes were made. Here’s what we found:
Backlinks (Blue Line): The website had been building backlinks consistently since its launch.
Organic Keywords (Orange Line): Despite the backlinks, the website struggled to rank for relevant keywords.
Next, we looked at the Google Search Console (GSC) metrics:
Clicks (Blue Line): This represents how often users clicked on the website after it appeared in search results.
Impressions (Violet Line): This shows how often the website appeared in search results, even if users didn’t click.
The data revealed a critical issue: while the website had a decent number of impressions (thanks to backlinks), it wasn’t translating into clicks. This meant the website wasn’t ranking for the right keywords, and users weren’t finding the content relevant enough to click on.
Interestingly, there was a brief spike in organic keywords in September 2023, but this didn’t result in a corresponding increase in clicks or impressions. This further highlighted the disconnect between backlinks and actual user engagement.
The Solution: A Holistic SEO Strategy
When I took over the website’s SEO in March 2024, I knew we needed a comprehensive approach.
Here’s what I proposed:
Keyword Realignment: We identified and targeted keywords that were relevant to the website’s niche and audience.
Content Creation: We developed a content strategy guided by keyword research to ensure every blog post addressed user intent.
Technical SEO Fixes: We optimized the website’s technical aspects, such as site speed, mobile responsiveness, and crawlability.
On-Page SEO: We improved meta tags, headers, and internal linking to make the website more search-engine-friendly.
The Result
The first step—keyword realignment—caused a temporary dip in rankings as we shed irrelevant keywords. But this was a necessary step to refocus on terms that truly mattered.
By April 29, 2024, the first blog post was published. Over the next three months, we consistently published high-quality, keyword-optimized content. The results were impressive:
Improved Keyword Rankings: The Ahrefs graph confirmed that the website was ranking for more organic keywords, driving meaningful traffic.
5 Articles Published: By June 15, 2024, the website had five new blog posts.
Increased Clicks and Impressions: The GSC graph showed a steady upward trend in both metrics, proving that the content was resonating with the target audience.
You might wonder if the increase in traffic was due to more backlinks. But the Ahrefs graph tells a different story. While backlinks remained steady, it was the organic keywords—driven by quality content—that fueled the growth in clicks and impressions.
This case study clearly demonstrates that while backlinks can boost visibility, quality content is the real driver of traffic and engagement.
You can see from the above Ahrefs graph that the website’s backlinks were definitely not the driver of clicks and impressions. It was the organic keywords that drove those, which also is a great example how having quality content is the best way to get traffic for your website than just having backlinks.
THROUGH THIS CASE STUDY, ONCE AGAIN, WE PROVED THAT QUALITY CONTENT IS A GREAT DRIVER OF TRAFFIC AND ONLINE VISIBILITY THAN BACKLINKS.
More Reasons Why Blogs Are Important For Your Website
More Reasons Why Blogs Are Crucial for Your Website
Blogs aren’t just about SEO—they offer a host of benefits that can transform your website into a powerful marketing tool. Here’s why:
Engages Visitors: Blogs encourage interaction through comments, shares, and discussions, helping you build a community around your brand.
Showcases Expertise: Well-researched posts position you as an authority in your industry, earning trust from your audience.
Supports Social Media: Blogs provide shareable content for platforms like LinkedIn, Twitter, and Facebook, driving traffic from social channels.
Improves Conversion Rates: By addressing customer pain points and answering common questions, blogs guide users through the buyer’s journey.
Builds Internal Links: Blogs allow you to link to other pages on your site, improving overall SEO and user navigation.
Provides Value to Customers: Informative blogs help customers make better decisions, enhancing their satisfaction with your brand.
Generates Leads: Include CTAs in your blogs to capture leads, whether through newsletter sign-ups, free downloads, or contact forms.
Targets Long-Tail Keywords: Blogs let you rank for specific, less competitive keywords that often have higher conversion rates.
Keeps Your Audience Informed: Regular updates keep your audience in the loop about industry trends, company news, and product launches.
Enhances Brand Voice: Blogs help you develop a consistent tone and style, strengthening your brand identity.
And the list goes on—from improving user experience to supporting email marketing, blogs are a versatile tool that can elevate your website in countless ways.
Frequently Asked Questions
Can you do the same for my website?
Yes I can create a strategy for you that is customized for your website need and target outcome. Implementation time may vary in time depending on your budget and results are also variable due to the different competitiveness of different business niches.
So, you’ve just launched your shiny new website. Congratulations! You’ve put in the hard work, designed it beautifully, and filled it with content you’re proud of. But here’s the thing: just because your website is live doesn’t mean people can find it. If you’re wondering why your site isn’t showing up in Google searches, the answer might be simpler than you think—your sitemap.
Yes, that little file you might have overlooked is actually a big deal. A sitemap is like a roadmap for search engines. It tells them where to find all the important pages, posts, and images on your site. Without it, your website is like a hidden treasure chest buried deep in the sand—no one knows it’s there, no matter how valuable it is.
In this article, we’ll dive deep into why sitemaps are crucial, how to create and submit one, and what happens if you get it wrong. Plus, I’ll share a real-life case study to show you the impact of having the right sitemap in place. By the end, you’ll have a clear understanding of how to make your website visible to search engines—and, more importantly, to your audience.
What is a Sitemap, and Why Does It Matter?
Let’s start with the basics. A sitemap is a file that lists all the pages, posts, and other content on your website. It’s essentially a directory that helps search engines like Google, Bing, and others crawl your site more efficiently. Think of it as handing over a map to a treasure hunter—it makes their job a whole lot easier.
Here’s why a sitemap is so important:
Helps Search Engines Find Your Content: If your site is new or has a lot of pages, search engines might not discover all your content on their own. A sitemap ensures they know where to look.
Improves Indexing: Indexing is the process where search engines add your pages to their database. Without a sitemap, some of your pages might never get indexed, meaning they won’t show up in search results.
Speeds Up Crawling: A sitemap tells search engines which pages are most important and how often they’re updated. This helps them prioritize crawling your site.
Boosts Visibility: When your pages are indexed, they’re more likely to appear in search results, which means more traffic for your site.
The Problem: What Happens When You Get It Wrong
The website first went live July of 2023, but when I checked on November of that year here’s the current state of their sitemap on Google Search Console:
The Impact of the Wrong Sitemap
Missed Opportunities: With the wrong sitemap, Google wasn’t able to crawl and index all the pages on the site. This meant that many pages were essentially invisible to searchers.
Stagnant Traffic: The site’s clicks and impressions were flatlining. Despite being live for several months, it wasn’t gaining any traction in search results.
Wasted Sandbox Period: New websites go through what’s called a “sandbox phase,” which typically lasts 3-9 months. This is a critical time to build a strong SEO foundation. Unfortunately, this site wasn’t taking advantage of it.
Here’s a snapshot of the site’s performance during this period:
As you can see, the site was barely getting any clicks or impressions. This is a common issue for new websites that don’t have a proper sitemap in place.
Now this would be our baseline and see if things will improve after the supposed sandbox period (February 2024). The best scenario that we’re looking at will be increased clicks and impressions.
When starting a new website; It’s more important to focus on getting noticed in search results rather than worrying about getting lots of traffic quickly and ranking for specific terms.
The main aim should be to publish content regularly to address what your audience wants to know. You should also keep an eye on whether Google is finding and listing your content, and how often it shows up in search results. Tracking clicks and impressions can help you see how well you’re doing.
The Solution: Fixing the Sitemap and Building a Strategy
When I took over, the first thing I did was conduct a baseline audit. Here’s what I found:
No Clear Strategy: The site lacked a cohesive SEO strategy, including keyword research, on-page optimizations, and internal linking.
Incorrect Sitemap: The site had submitted the wrong sitemap, which meant Google wasn’t crawling all its pages.
Step 1: Creating the Right Sitemap
The site had 11,000-12,000 pages, which meant it needed more than one sitemap. Here’s what I did:
Generated Multiple Sitemaps: I created a sitemap index file, which acts as a master list of all the individual sitemaps.
Submitted to Google Search Console: I submitted the correct sitemap index to Google, ensuring all pages were discoverable.
Step 2: Implementing On-Page Optimizations
I also provided the client with a strategy they could implement on their own, including:
Optimizing H1 Tags: Ensuring each page had a clear, keyword-rich H1 tag.
Internal Linking: Creating a network of internal links to help Google understand the site’s structure and hierarchy.
While the client only implemented two of my recommendations (H1 tags and internal linking), the results were still impressive.
The Results: A Turnaround in Performance
After submitting the correct sitemap and making a few tweaks, the site’s performance started to improve—even before the end of its sandbox period in February 2024. Here’s what changed:
Increased Clicks and Impressions: The site began to see consistent clicks and impressions, breaking away from the dreaded zero-click days.
Improved Visibility: More pages were being indexed, which meant more opportunities to appear in search results.
Here’s a look at the site’s progress:
You can see that even before the supposed end of their sandbox period (February 2024), the site was able veer away from 0 clicks in a day and continues to increase their total impressions in a day. While the website still has a lot to improve on its SEO, you can see how a simple submission of the right sitemap and a few tweaks can have a great impact on your website.
By June 2024 ,(image above) the site was performing even better, with steady growth in clicks and impressions. While there’s still room for improvement, the impact of having the right sitemap and a few strategic tweaks is undeniable.
I believe that if they only followed everything on the strategy I made for them, they could do better but this result is still impressive for a website that is not fully optimized.
“Do I need a sitemap?“
Of course! You need to submit your sitemap to search engines so your pages and content will be discovered and start showing up on the searches.
If you’re running a new website, here’s the key takeaway: Don’t skip the sitemap. It’s one of the simplest yet most effective ways to ensure your site gets noticed by search engines. But remember, a sitemap is just the beginning. To truly succeed, you’ll also need:
Quality Content: Publish helpful, engaging content that answers your audience’s questions.
Keyword Research: Identify the right keywords to target based on what your audience is searching for.
Technical SEO: Ensure your site is fast, mobile-friendly, and free of errors.
On-Page Optimization: Use proper headings, meta tags, and internal linking to make your content easy to crawl and understand.
Let’s Break It Down Why You Need It!
The question of whether you need a sitemap isn’t always a straightforward yes or no. It depends on the size, structure, and content of your website, as well as how easily search engines like Google can crawl and index your pages. Let’s explore this in more detail to help you decide if a sitemap is right for your site.
How to know if a sitemap is a MUST HAVE
1. Large Sites (500+ Pages)
If your website is large, with hundreds or even thousands of pages, it can be challenging to ensure that every single page is properly linked and accessible to search engines. Without a sitemap, Googlebot (Google’s web crawler) might miss some pages, especially if they’re buried deep within your site’s structure or aren’t well-linked internally.
Why It Helps: A sitemap acts as a master list of all your important pages, ensuring that nothing gets overlooked. It’s like giving Google a treasure map to every corner of your site.
Example: E-commerce sites with thousands of product pages or news websites with extensive archives can benefit greatly from a sitemap.
2. New Sites with Few External Links
If your website is brand new, it likely doesn’t have many (or any) backlinks pointing to it. Backlinks are one of the primary ways Google discovers new content, so without them, your site might fly under the radar.
Why It Helps: A sitemap gives Google a direct path to your content, speeding up the discovery and indexing process. It’s like introducing yourself to Google and saying, “Hey, I’m here, and here’s what I’ve got!”
Example: A startup’s website or a personal blog that’s just launched can use a sitemap to get noticed faster.
3. Sites with Rich Media Content
If your site features a lot of videos, images, or other multimedia content, a sitemap can help Google understand and index this content more effectively. Google can use the additional metadata in your sitemap to display rich results in search, such as video thumbnails or image carousels.
Why It Helps: A sitemap allows you to provide extra details about your media files, such as titles, descriptions, and categories, which can improve their visibility in search results.
Example: A photography portfolio, a YouTube channel’s website, or a news site with embedded videos can benefit from a media-specific sitemap.
4. Sites with Frequently Updated Content
If your site is constantly being updated with new content—like a blog, news site, or event calendar—a sitemap can help Google keep up with the changes.
Why It Helps: By including the <lastmod> tag in your sitemap, you can tell Google when a page was last updated, encouraging it to revisit and reindex the page.
Example: A daily news blog or a website for a conference with regularly updated schedules.
When You Might Not Need a Sitemap
1. Small Sites (500 Pages or Fewer)
If your site is relatively small and all your pages are properly linked, Googlebot can likely crawl and index your site without any issues. In this case, a sitemap might not be necessary.
Why It’s Optional: Googlebot is pretty good at following internal links, so if your site is well-structured and easy to navigate, it can find all your important pages on its own.
Example: A small business website with just a handful of pages (Home, About, Services, Contact) might not need a sitemap.
2. Comprehensively Linked Sites
If every important page on your site is linked from the homepage or other easily accessible pages, Googlebot can find its way around without a sitemap.
Why It’s Optional: A sitemap is most useful when there are pages that aren’t easily discoverable through internal linking. If your site’s navigation is solid, a sitemap might be redundant.
Example: A blog with a clear menu structure and internal links between posts might not need a sitemap.
3. Sites with Minimal Media Content
If your site doesn’t have a lot of videos, images, or other media files, and you’re not trying to optimize for rich results in search, a sitemap might not be as critical.
Why It’s Optional: Sitemaps are particularly useful for media-rich sites because they allow you to provide additional metadata. If your site is mostly text-based, Google can index it just fine without a sitemap.
Example: A simple brochure website or a text-heavy blog might not need a sitemap.
Should You Create a Sitemap?
While a sitemap isn’t always mandatory, it’s generally a good idea to have one. Think of it as an insurance policy for your site’s visibility in search results. Even if your site is small and well-structured, a sitemap can provide peace of mind and ensure that Google has all the information it needs to index your content properly.
Even if you fall into the “might not need” category, creating a sitemap is a quick and easy process that can only help your site—it certainly won’t hurt. So why not take the extra step to ensure your site is as search-engine-friendly as possible?
A Cautionary Tale: Having a Sitemap Without a Strategy
To drive home the importance of a solid SEO foundation, let’s look at another example. This website was created in September 2022 and had a sitemap submitted correctly. However, it lacked consistent content publishing, keyword research, and technical SEO.
Here’s what happened:
As you can see, the site never made it out of the sandbox phase. Despite having a sitemap, it failed to gain traction because it didn’t have the other essential elements of a strong SEO strategy.
Would you rather be never getting out of the sandbox?
I can help you set up your newly created website on Google Search Console, but it should also include keyword research, technical and on page optimizations.
I was responsible for the initial audit, strategic plan for 6 months, on page and technical optimization planning as they have a different team for execution.
They only wanted me to create a strategy for them.
Were you in charge of the setup of their Google Search Console account?
No, they already have set up their GSC account, I only added the right sitemaps. But I also do GSC setup for my clients if needed.
We’ve all been there. You’ve poured your heart into creating a beautiful website, filled it with content, and maybe even shared it on social media.
But despite your efforts, the traffic just isn’t coming. It’s frustrating, right? You’re left wondering, “What am I doing wrong?”
Here’s the hard truth: the problem might not be your content itself, but the lack of a clear strategy behind it.
Writing content without a plan is like setting off on a road trip without a map—you might move forward, but you’re unlikely to reach your destination. Let me show you how a content strategy can transform your website’s performance, using a real-life case study as an example.
The Challenge: A Stagnant Website
This case study features an old service-based website created last 2019 with a few content that seems to be ranking some of its pages already , but seems to be getting little to no clicks on most days for years now.
One of my clients came to me with a service-based website they’d launched back in 2019. Over the years, they’d published a handful of blog posts, and some of their pages were ranking for certain keywords. But despite this, their traffic was minimal—some days, they’d get little to no clicks at all. After five years, they realized something needed to change.
Here’s what their website looked like before we started working together:
No Google Search Console Profile: They’d never set one up, which meant they had no way to track their performance or identify issues.
Low Traffic: Despite having some ranking pages, their overall traffic was stagnant.
No Clear Strategy: Their content was scattered, with no clear focus or alignment with their business goals.
Their primary objectives were:
To rank for location-based keywords.
To target a specific niche keyword.
To create an ebook and launch an email campaign.
The following are the website’s metrics before the optimization.
For 5 years, they never created a Google Search Console profile so it was the first thing I did while doing the website audit.
The client came to me to ask for help on getting traffic for their business objective and to create an ebook for them and help them on their planned email campaign.
Their primary objective is to show up for location and a specific niche keyword.
Why a Content Strategy is a Game-Changer
A content strategy isn’t just about writing more blog posts or posting on social media. It’s about creating a roadmap that aligns your content with your audience’s needs and your business goals. Here’s why it’s so powerful:
Know Your Audience: A strategy helps you understand who you’re talking to. Instead of guessing what your audience wants, you can create content that speaks directly to their pain points and interests.
SEO Optimization: A good strategy ensures your content is optimized for search engines. This means using the right keywords, structuring your pages correctly, and making it easy for Google to understand what your site is about.
Consistency: Posting regularly keeps your audience engaged and coming back for more. A strategy helps you plan and maintain a consistent publishing schedule.
Alignment with Goals: Whether you’re looking to drive sales, generate leads, or build brand awareness, a strategy ensures your content supports these objectives.
The Risks of Flying Blind
When you create content without a strategy, you’re essentially shooting in the dark. Here’s what can go wrong:
Missing the Mark: Without understanding your audience, you might end up writing content that doesn’t resonate with them.
Inconsistency: Posting sporadically confuses your audience and makes it harder to build a loyal following.
Poor SEO: If your content isn’t optimized, search engines won’t rank it, and potential visitors won’t find it.
Lack of Direction: Without a clear plan, your content can feel disjointed and fail to build momentum.
The Solution: A Comprehensive Content Strategy
To turn things around for my client, I started with a thorough website audit. Here’s what we uncovered and how we addressed it:
Technical and On-Page Optimizations: The website needed several fixes, including improving site speed, fixing broken links, and optimizing meta tags.
Keyword Realignment: Many of the existing pages were targeting the wrong keywords. We conducted intensive keyword research to identify the best opportunities for their niche and location-based goals.
Content Updates: The blog posts that were already ranking needed updates to make them more helpful and relevant to readers.
New Content Creation: Using the insights from our keyword research, we created new blog posts, location pages, and an ebook designed to attract their target audience.
The Results: A Dramatic Improvement
Within just four months, the website’s performance improved significantly. Here’s what changed:
Higher Engagement: The updated and new content resonated with readers, leading to longer time on site and lower bounce rates.
More Keywords Ranking: The number of keywords the site ranked for increased dramatically, as shown in Ahrefs.
Increased Organic Traffic: Google Search Console data confirmed a steady rise in organic traffic and impressions.
Stats last June 2024
What This Means for You
Imagine what your website could achieve with a solid content strategy in place. Over five years, the difference between a strategy-driven approach and winging it could be massive. Here’s what you can take away from this case study:
Be Consistent: Regular updates and new content keep your audience engaged and help you build authority in your niche.
Start with a Plan: A content strategy gives you direction and ensures every piece of content you create serves a purpose.
Optimize for SEO: Technical and on-page SEO are essential for making your site visible to search engines.
Create Helpful Content: Focus on creating content that solves problems and answers questions for your audience.
Here’s to Getting More Traffic To Your Website
So the what can we take from this… well, I guess today is never too late to start getting a plan for your website.
Getting more traffic to your website should not only rely on links shared on your social media. The key to make it sustainable is to have organic traffic that you can only get when you have a solid technical structure, on page SEO optimization every now and then, and creating helpful content guided by a keyword strategy.
Frequently Asked Questions
Can you do the same for my website?
Yes your website could rank with my strategy, but not every website could get the same result in 4 months as my content strategy is not just about creating content but also includes optimizing the website to have a web structure with a good technical SEO and keyword map in mind and sometimes it takes longer specially when there are a lot of pages and fixes needed.
I did everything from initial audit, monitoring, on page, and technical SEO optimizations on WordPress , keyword research, content creation and content strategy.
My campaign for them is not over yet since ranking the website is just the first phase of it there are more to be done for their campaign.
Which package did they get?
They chose the Custom package since they were only willing to work on a budget and had other goals than just SEO. Since this is the case, the implementation timeline was beyond 6 months and inclusions of the project varies.
For example, they did not include Offpage SEO, but eventually with the quality content produced they were able to get organic backlinks from relevant websites from their niche.
