We ranked 9 keywords for one blog within a span of 1 week without even building backlinks. Isn’t that amazing? SEO takes time as we all heard it. It takes 3 to 6 months to see a good number of results but what if you can increase website traffic in a week span? Wouldn’t you watch it? When we talk about taking small actions daily to see compounded results later then why can’t we trust smaller results achieved through SEO within a week? Let’s understand with a case study on one of the clients here.
Most of the clients need results and don’t trust SEO services to see results after many months since they need to make an investment for that long and see no results till then. One of such clients was based in Singapore and wanted to expand in Hongkong in the later stage. It was a digital insurance intermediary company and wanted to generate awareness among companies and the public about its services. They provide paperless insurance services to businesses and people to ease out the long process of getting insurance.
Though people know about insurance companies, barely people take the route of intermediaries since they don’t know that most of the insurance companies have intermediaries through which they need to get their insurance. So, how do people know about such intermediaries? Being a digital insurance intermediary, they had salespeople do cold sales calls and sell their services to businesses and the public so far.
Our client was also spending on google ads to convert customers, but it was not feasible in the long run since the budget was a constraint. They ran Google Ads through their agency to whom they paid heavy levy in terms of both agency fees and set aside a huge budget to run Google ads to get customers.
Therefore, they wanted to shift towards SEO since it is free and planned to hire resources or outsource to SEO service providers who have expertise in the field and get the results. That’s how they approached us (SEO service providers) to get some better results through SEO.
The client had a good website with great design but was deficient with enough content and was not having SEO-friendly content. Though they have a USP that they provide paperless insurance within 7 minutes, it was lagging with respect to awareness to its customers. If you do not have enough customers to buy, even if you have a great product, then you will lose the game to your competitors. So, we created an SEO strategy from scratch to increase the website traffic and awareness of their website.
We had in-depth keyword research, market research, and competitor research to build a keyword list from scratch. This was a foundation for the client to keep track of what keyword opportunities they have and how to build content around and rank for it. Half of the SEO is done if you have the right keywords in place before developing content.
There were two segments of insurance the client provides: Business Insurance and Corporate Health Insurance
Though the businesses know about the insurance elements tied to them, they do not have knowledge about the different ways in which services are provided like paperless or insurance within 7 minutes. Thus, that awareness must be created with the help of SEO.
People will land on google to search for enough information before they can buy insurance. Thus, brands can provide educational content and build trust with their prospects before creating a desire in them to buy from them (basically following the sales cycle).
For that, we focused on long-tail keywords which people are searching online. These long-tail keywords have high search volume and low keyword difficulty (basically low competition). Always remember not to focus on only one keyword but a group of keywords to rank (for a single content piece). This can be one primary keyword (focus keyword), 5 secondary keywords, and 5 LSI (Latent Semantic Indexing) keywords so that people searching for other relevant keywords also land on your content.
Once we had the right long-tail keywords, we made the educational content, wrote it for the users. Since we were lacking in the content part, we planned to get as much educational content as possible with long-tail keywords that users are searching on the internet.
Always remember to write for users and not for Google since it is just a content curator and not the content creator. It shows what the user is searching for and if you have the right and relevant content for the users, then you win Google’s criteria to show your content to its users and thus your content ranks higher in SERP.
We were able to rank for 9 keywords on the second and third pages within a span of one week. This comes with rigorous research on what people are searching for in Google which resonates with clients ’brand and its offerings.
To grab people’s attention, we created a headline that hooks their audience and creating content that provides enough information to people about what they are looking for. That’s where keywords play a major role, and we chose long-tail keywords that have higher search volume and less keyword difficulty (to rank easily on the search engine). We created a 1000 words article based on the research of what users are searching for and what competitors are not offering yet.
We published that content in April 2021 and it has 1000 sessions every month. Now, the client is visible in the search engine since competitors have not focused on educating their prospects. The client is able to drive traffic to its website and convert customers. This is how we were able to rank for 9 keywords for one content piece within a week span.
Thus, we were able to build awareness through SEO content without spending much on running Google ads or getting paid backlinks. We were able to achieve these results through:
- Advanced keyword research
- Competitor research
- Created educational content
- Rank for this content with not just one keyword but a group of keywords
You must be better than the top 10 websites which are ranking on the first page of Google Search Engine Result Pages (SERP). To do this, you need to have patience for 3 to 6 months to see better results for many content pieces to rank for and get more traffic to your website.
Do you think this case study gave you an idea of how to approach SEO and trust the process? Let me know in the comments below.