Increased organic traffic and revenue through SEO for existing content with award-winning results.

The Challenge

Competing with major brands, they needed standout content optimized for a competitive market, especially considering their medical focus and stringent editorial standards.

The Gen3 Approach

Gen3 devised a strategy focused on monthly blog posts, targeting converting keywords to build trust with consumers. The team selected 30 top-performing existing (or “legacy”) posts for in-depth optimization, enhancing linking, behavior metrics, rankings, and design.

Continuous tracking and optimization based on real user data ensured ongoing content improvement, achieving deeper goals post publication.

The Results

Over the course of a year, conversion rates increased, and the client gained rankings for new keywords through improved legacy content:

• Blog impressions in Google Search increased from 2.3 million to 16.8 million.
• Blog organic pageviews saw a +405% increase (YoY).
• Rankings improved by 5+ points on average across the blog.
• Clicks grew from 103K to 503K – a near 500% increase (YoY)
• Avg. time on page went up nearly 21%, ~40 seconds longer per page.
• Blog organic landing page revenue increased by over 49% (YoY).

This case study was selected as the winner for “Best Retail Search Marketing Initiative – SEO” in the Search Engine Land Awards.

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