A Fortune 500 eRetailer had an agency create “SEO text” for several hundred high-level category pages. After several months, the eRetailer did not see any measurable performance uptick either in user engagement or organic traffic. They turned to Stone Temple to diagnose the issue and create a strategy to elevate the SEO and user engagement performance of these critical pages.
Stone Temple found that the previous keyword research focused on high-volume terms that were somewhat relevant, but better targeted by other pages on the site. In effect, the previous agency had optimized the pages for terms that were not winnable, while missing the opportunities that were.
The Stone Temple team developed a keyword research plan and worked with the client merchandising teams to ensure that page text reflected the specific business value proposition for each page. A core element was to develop content that helped users make buying decisions specific to the target page, and that thoughtfully integrated connections to other highly related pages on the site.
Stone Temple performed extensive keyword and competitive analysis, establishing target keywords and supporting terms. As part of the research and analysis process, Stone Temple reviewed the site’s content pages using the proprietary Semantic Content Optimizer tool. This tool compared the client’s pages with the top 10 Google results for key target search phrases, and using TF-IDF analysis, automatically identified content gaps in the client content. Stone Temple also analyzed the target pages, and the other pages on the site most closely related to those pages, to see how the target pages fit into the overall website ecosystem.
This content gap analysis was used as a foundational source to develop quality on-page content that was both highly relevant for subject matter and user intent, both of which are critical in Google’s evaluation for page authority.
After rewriting the page text, title tags and meta descriptions for each page, the pages that Stone Temple enhanced with high-quality, natural and relevant content saw non-branded SEO traffic improve by over 180%, while a control group of pages experienced single digit growth over the same time period. Organic traffic improvements were visible within two weeks of initial implementation.