Key results
- Impressions: from 730K to 852K in 6 months
- Average CTR: 2.5-3.5%
- Position improved for 200+ keywords
When you have a well-performing website, you don’t want to see SEO results trickle away.
Here’s how Cherry Red helped Inlytics maintain rankings for competitive terms and grow organic traffic.
Content and SEO are competitive: if you’re not moving ahead, you’re staying behind.
Yes, you created a fantastic content piece that ranks at the top of your target SERP, but will it stay there six months from now?
Competitors move into your market. Search behavior changes. New information comes to light.
That was the (sweet) challenge with Inlytics.
In our first meetings, we discussed two goals:
1. Creating new actionable content related to profitable use cases.
2. Sustaining organic traffic for the Ideal Customer Profiles (ICPs), so the content keeps generating conversions (which had trickled away during the period when Inlytics didn’t have a steady stream of content).
What made Inlytics’ ICPs tick? Where were they at that point, and where could we take them with Inlytics’ content?
How did we help Inlytics sustain (and increase) organic traffic?
Internally, we mapped Inlytics’ previous content, spread across three categories:
Tools like “The LinkedIn Engagement Rate Calculator”
Articles like “How to See Your Posts on LinkedIn”
Guides like “The Complete LinkedIn SSI Guide”
The ones that ranked well in the past and now dropped to positions #4 and lower needed an urgent refresh.
While written from an expertise-driven standpoint, we found ideas and angles that would resonate with the readers even more.
2. In-depth content that Inlytics could use on their blog and in their sales calls.
Approach content from the sales make-or-break standpoint to ensure that you’ve done everything in your power for this content piece to drive a sale.
One thing we often see online is “duh” advice. Zero in on your ICP, and then give them the information they didn’t have yesterday:
We chose a two-pronged approach:
1. Top and middle-of-the-funnel keywords used by the ICP and prioritized by the likelihood of ranking.
Our team connected with experts on LinkedIn who are experts at LinkedIn to get snapshots of their winning formulas.
Then, we reverse-engineered it for Inlytics’ actionable posts to get great content presented in an engaging way.
Bonus: Case studies were vital.
Low-commitment content no longer works; get your content marketers in touch with your users or provide a steady stream of testimonials and case studies.
This approach directly speaks to the E-E-A-T scoring that Google now uses to determine content quality.
When you have users who can attest to the quality of your product, you’ll get a significant trustworthiness signal.
Low-commitment content is dead.
Long live product-led stories.