In this case study, you’re going to learn how we boosted the rankings of a website that’s in the finance niche. This site came to us with a pretty clean slate and not only were we able to drastically increase their total number of keywords ranking, we also brought their estimated traffic value to over $350,000.
This site is in one of the most competitive (and lucrative) markets in the financial niche. The owner wanted to compete with the biggest names in the space. This site started in July 2017 and built up traffic to about 13,000 visitors a month before joining our HOTH X program in Oct of 2017.
We worked with the client to create an aggressive plan, starting with a $3,000 / month budget progressively working up to $40,000 a month as results came in.
This site had no previous penalties as it was relatively new. We did see that it had a bit of aggressive anchor texts making up 7% of of the profile, but we knew we had the budget to diversify.
Easy Wins Analysis
We identified 230 “Easy Wins” keywords ranking in positions 4-30 with volumes between 20-11,000 MS. You can see that the volume gap was extremely large, but all of the keywords had CPC, and some of the lower volume keywords were extremely lucrative with CPC up to $20 per click. We took this all into account when deciding on keyword & page targets, as many of the pages ranked for a multitude of keywords.
Additionally by sharing this information with the client, they were able to optimize their pages with LSI keywords to help increase the rankings.
Competitive Gap Analysis
This analysis is designed to help us locate keywords that your competitors are currently ranking for that you are not. These keywords are great for generating a ton of new content ideas!
We initially identified over 1000+ keywords that competitors were targeting that this site was not. We identified 3 types of content to target and utilized each at different strategies over the course of this campaign:
- Category Pages
- Product Review Pages
- Supporting content
– These are broad, high volume keywords that talk in general about a subject.
– With the content gap analysis we were able to identify valuable brand and product terms to review. We used this to build a substantial amount of content that would produce revenue.
– Later in the campaign after we completed a multitude of the base content, we also began creating supporting content for high competition keywords. For instance, we would support a large broader category keyword with contextually relevant articles that all linked to the high competition keywords article, building a foundation for the rankings. These were usually niche, avatar-specific, or situational variations of hub pages.
With almost all campaigns, we create a diversity of links and content. Depending on how the campaign progresses we shift budgets into higher quality links or more content. Here are a few examples of monthly spends in how the campaign progressed:
This campaign started with a variety of products, including diversity links, Guest Posts, and content.
- 2x HOTH Foundations Large
- 1 HOTH Mini
- 2x DA20 Guest Posts
- 3x DA30 Guest Posts
- 2x DA40 Guest Posts
- 7x HOTH Blogger 1000 Word
As the campaign progressed we added more content and shifted to higher quality links, for example:
- 5 X HOTH Foundations Large
- 10X DA30 Guest Posts
- 15X DA40 Guest Posts
- 5X DA50 Guest Posts
- 16 HOTH Blogger x 1000 Word
Then as we saw the success of content ranking and the large breadth of targeted keywords to rank for, we shifted even more budget into content, while continuing to build high quality links.
- 40 HOTH Blogger 1000 Word
- 4X HOTH Foundations Large
- 10X DA40 Guest Posts
- 20X DA30 Guest Posts
- 1X DA50 Guest Posts
The results of this campaign were tremendous thanks to the well defined strategy, execution, and great communication with the client. In the span of less than a year this site became a major contender in the space ranking for some of the most competitive keywords.
The site’s current traffic value is estimated at $351,000 per month:
It ranks for over 25,000 keywords, and the traffic graph grew aggressively over the last year:
This was an amazing campaign for us but not just because of the work that was done, but also how closely we were able to work with the client. The client put trust in us to follow the process but also worked closely with our team to identify high targets to focus in on as the campaign progressed.
In addition, because of the larger spend level, our team was able to prepare additional analysis of competitors, which gave the client insights that helped beyond just the search portion of this campaign and influenced business decisions.