Increase Your Non-Branded Keyword Rankings: A Step-by-Step Guide
Table of Contents
- Introduction
- The Challenge of Branded Keywords
- Competitive Research with SEMrush's Organic Research Tool
- Analyzing Competitors' Content with SEMrush's Traffic Analytics Tool
- Building a Strong Backlink Profile with SEMrush's Backlink Analytics Tool
- Identifying Gaps in Keyword Profiles with SEMrush's Keyword Gap Tool
- Creating a Central Hub for Wine Educational Content
- Pillar Topics and Mini Pillars
- Conducting Keyword Research with SEMrush's Keyword Magic Tool
- Creating SEO-Friendly Content with SEMrush's Topic Research Tool and Writing Assistant
- The Importance of Technical SEO and Site Audits
- Proving ROI with SEMrush's Reporting Tool
- The Results: Increased Organic Traffic and Revenue
🍷 Increasing Non-Branded Search Traffic: A Case Study with Wine Insiders 🚀
Introduction:
Hey everyone, I'm Brandon with Electric Marketing. In this article, we will dive deep into how we helped an online wine retailer, Wine Insiders, achieve a significant increase in non-branded search traffic using SEMrush. By leveraging powerful SEMrush tools, we were able to develop an effective SEO strategy and create engaging content that positioned Wine Insiders as a top authority in the wine industry.
1️⃣ The Challenge of Branded Keywords
At the start of our collaboration with Wine Insiders in September 2019, we noticed that most of their organic search traffic came from branded keywords like "Wine Insiders." Our main goal was to drive non-branded keyword rankings, such as "red wine" and "white wine," to attract new customers and facilitate the continued growth of their business.
2️⃣ Competitive Research with SEMrush's Organic Research Tool
To build an effective content strategy, we began by conducting competitive research using SEMrush's Organic Research Tool. This tool allowed us to gain insights into what keywords Wine Insiders' competitors were ranking for, providing us with valuable data to inform our own strategy.
3️⃣ Analyzing Competitors' Content with SEMrush's Traffic Analytics Tool
To further refine our strategy, we used SEMrush's Traffic Analytics Tool to analyze competitors' content. By examining metrics such as bounce rate and top pages, we identified the most beneficial pages to target first. This approach ensured that we achieved quick wins while building a long-term content strategy.
4️⃣ Building a Strong Backlink Profile with SEMrush's Backlink Analytics Tool
Understanding the importance of backlinks for organic visibility, we utilized SEMrush's Backlink Analytics Tool. By analyzing our top competitors' backlinks, we identified key publications to reach out to for potential backlink opportunities. This strategy amplified the impact of our content and improved Wine Insiders' search rankings.
5️⃣ Identifying Gaps in Keyword Profiles with SEMrush's Keyword Gap Tool
Through the use of SEMrush's Keyword Gap Tool, we made an intriguing discovery. Wine Insiders was losing a significant amount of traffic to indirect competitors—wine educational blogs that didn't sell wine but still secured top page results. By identifying gaps in our keyword profiles versus both indirect and direct competitors, we developed a comprehensive strategy to regain lost traffic and attract new customers.
6️⃣ Creating a Central Hub for Wine Educational Content
Based on our research and analysis, we conceptualized the idea of creating a central hub for wine educational content, which we named "Wine 101." This hub would serve as Wine Insiders' organic traffic powerhouse. It became the foundation of their content strategy for 2020 and beyond.
7️⃣ Pillar Topics and Mini Pillars
Following the establishment of the Wine 101 hub, we delved into keyword research to identify pillar topics and mini pillars. The pillar topics encompassed broad areas such as "red wine" and "white wine," while the mini pillars focused on specific varietals within those categories. This approach enabled us to target both high-volume and low-competition keywords effectively.
8️⃣ Conducting Keyword Research with SEMrush's Keyword Magic Tool
To optimize our content for user intent, we utilized SEMrush's Keyword Magic Tool. This powerful tool allowed us to identify frequently asked questions and other search queries related to specific varietals. By incorporating these insights into the content, we enhanced its relevance and increased our chances of securing featured snippets.
9️⃣ Creating SEO-Friendly Content with SEMrush's Topic Research Tool and Writing Assistant
In crafting engaging and SEO-friendly content, we relied on SEMrush's Topic Research Tool and Writing Assistant. The Topic Research Tool helped us identify the proper headings and subheadings (H1s and H2s) to structure the content effectively. Additionally, the Mind Map Tool provided a visual representation of related content ideas to ensure comprehensive coverage. The Writing Assistant in Google Docs ensured our content scored high for tone, originality, readability, and SEO friendliness.
1️⃣0️⃣ The Importance of Technical SEO and Site Audits
While content creation played a crucial role, we also recognized the significance of technical SEO. To ensure Wine Insiders' website complied with Google's best practices and maximized search visibility, we conducted weekly site audits. These audits identified any technical issues and provided recommendations for improvement, ensuring that our content efforts were not undermined by underlying technical weaknesses.
1️⃣1️⃣ Proving ROI with SEMrush's Reporting Tool
To quantify the success of our SEO efforts, we utilized SEMrush's Reporting Tool. By setting up weekly and monthly reports, we tracked Wine Insiders' non-branded keyword rankings. These reports provided clear visibility into the effectiveness of our strategy, allowing us to showcase the value and return on investment (ROI) of our content creation initiatives.
1️⃣2️⃣ The Results: Increased Organic Traffic and Revenue
Our collaboration with Wine Insiders yielded remarkable results. Through our strategic content creation and SEO efforts, we achieved a staggering 600% increase in non-branded search traffic for Wine Insiders. Total organic traffic soared by over 170%, leading to a tripling of annual revenue attributed to organic search. By leveraging SEMrush's comprehensive suite of tools and employing best practices, we successfully established Wine Insiders as a dominant force in the online wine industry.
Highlights
- Utilized SEMrush tools for competitive research, keyword analysis, and backlink building.
- Developed a comprehensive content strategy focused on non-branded keywords.
- Created a central hub for wine educational content, increasing organic traffic by over 600%.
- Targeted pillar topics and mini pillars to capture high-volume and low-competition keywords.
- Optimized content for SEO using SEMrush's Topic Research Tool and Writing Assistant.
- Conducted site audits to ensure technical SEO compliance and maximize search visibility.
- Proved ROI through SEMrush's reporting tool, showcasing the effectiveness of our strategy.
Frequently Asked Questions (FAQs)
Q: How did SEMrush's tools help in competitive research?
A: SEMrush's Organic Research Tool provided insights into competitors' keyword rankings, while the Traffic Analytics Tool helped us analyze their content and identify top-performing pages.
Q: How did you build a strong backlink profile?
A: By utilizing SEMrush's Backlink Analytics Tool, we examined our competitors' backlinks and reached out to relevant publications for potential backlink opportunities.
Q: How did you identify gaps in keyword profiles?
A: Using SEMrush's Keyword Gap Tool, we compared our keyword profiles against those of our competitors, both direct and indirect, to uncover opportunities for growth.
Q: How did you optimize content for user intent?
A: We conducted keyword research using SEMrush's Keyword Magic Tool to identify frequently asked questions and other search queries. This helped us provide relevant information and secure featured snippets.
Q: How did technical SEO contribute to the overall strategy?
A: Technical SEO ensured Wine Insiders' website complied with best practices, improving search visibility and preventing penalties from search engines.
Q: What were the measurable results of the SEO efforts?
A: We achieved a 600% increase in non-branded search traffic for Wine Insiders and tripled their annual revenue from organic search. Overall organic traffic also increased by over 170%.
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