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Turning the ‘product launch’ topic cluster into a traffic-generating machine that accounts for the website’s 50% organic traffic
When we started working with Viral Loops, the company’s organic visibility was decreasing over time.
Even though the company had visibility for several keywords, the vast majority of them were branded ones.
The company knew that there were many missing opportunities regarding organic search.
However, the team at Viral Loops didn’t have the internal expertise to identify these opportunities nor the capacity necessary to create content based on these opportunities.
Following our qualification process and after agreeing on all levels, we kicked things off on April 1st, 2021.
Note: The above date is when the engagement initially started. We started working on the topic cluster—which is the main topic of this case study—on January 1st, 2022.
We started by defining the audience and conducting keyword research.
This allowed us to identify all the keyword opportunities we had to go after to start closing the gap between our client and their competitors.
We mapped the keywords we identified to specific lifecycle stages and after coming up with the Opportunity Score for each keyword, we prioritized them and put them in a content calendar.
Initially, we created content only for the company’s blog.
However, a few months into the engagement, our client was keen on exploring more areas based on the opportunities we identified in our content strategy.
One of the opportunities we identified as part of the content strategy was the topic ‘Product Launch’.
The topic seemed promising since one of the main case studies of the product is creating waitlists for new product launches.
Even though we didn’t go after this opportunity right when we started working on content creation, we did go after it a few months after, in January 2022.
The fact that we could handle content creation for the blog and content creation for the topic cluster (both for the hub page and the cluster pages) allowed our client to scale things up without increasing their headcount.
All the above was carried out by working together based on a set of processes and workflows that required minimal effort on our client’s side.
Regarding the topic cluster, we handled every aspect of the creation process besides the development of the pages.
We’ve mocked up everything, though, and the pages that you see published on the website today are based on our team’s guidelines.
The topic cluster that we’ve created now gets more than 20K monthly organic visits, primarily from the US and other English-speaking countries.
The growth in organic traffic was possible due to developing visibility for more than 2K organic keywords.
Above all, we created a traffic-generating machine that accounts for the website’s 50% organic traffic.