Location: Houston, TX
Industry: Online Retail
A large home décor e-commerce retailer engaged Stone Temple to help increase organic search traffic and improve revenue for a targeted group of product pages on their website. They also wanted to address an issue with their pages appearing in unintended search results that were not preferred pages for specific queries.
Stone Temple created a content marketing strategy that outlined a custom content marketing program, evaluated the client’s site and organic search results, and analyzed the competition’s backlink profiles to help better understand the landscape and identify opportunities for improving search results. Our research and analysis was fueled by Stone Temple’s proprietary tools and processes, including our Success by Design tool, which conducts a competitive market analysis and allows us to determine what type of marketing campaign is best suited to achieve desired ranking targets.
Stone Temple also performed a mini-audit of the client’s site to identify any technical issues and provide insights on why the wrong pages were ranking for specific queries.
The content plan focused on high-quality bylined articles created for online publications that link back to the targeted pages. The publishers were chosen for their audience and authority, the combination of which would generate the desired results.
After generating topics, Stone Temple’s outreach team began pitching custom content. Once site editors requested a topic, Stone Temple’s writers and editors generated the content, the client approved it, and we sent it to the publishing site for posting.
Recommendations from Stone Temple’s SEO experts also helped to resolve concerns about ranking for unpreferred pages. The client changed some of the elements on the targeted pages to make it clearer to Google which pages had the most relevant results for the queries.
Approximately five months from when the engagement began, SERP results began to improve, generating additional inbound traffic. In the year since the engagement started, traffic to the client’s targeted pages has increased an estimated 43%. In addition, the published content has generated almost 9,000 engagements across Facebook, Pinterest, LinkedIn, and Twitter, and almost 900 visitors have been referred to the targeted pages.