In this episode of the Growth Machine Podcast, Chief Operating Officer Nora Schlesinger talks candidly about a client case study. Amanda asks Nora about how the Growth Machine team helped launch this client’s website about the gig economy, how they tracked KPIs, the importance of evergreen content (especially in the time of COVID), and how they got to an impressive 19,000 monthly visitors in less than two months. Then to 100,000+ monthly visitors within six months.
0:45 - Intro. Amanda and Nora discuss one of Growth Machine’s earliest clients who wanted to be a frontrunner in the gig economy both for consumers using gig services and those who wanted to provide those services. Growth Machine was responsible for nearly all content published on the site and provided keyword research to grow the client’s business.
4:31 - Being a true partner. Importance of being on the same page as the client and communicating on what the foundational content of the site will look like. Willingness to invest in good content on your site.
9:12 - Setting up a site for SEO success. Nora explains two things that contribute to setting up a website for SEO success: 1. A good content management system (CMS) and 2. Organizing the site to enable a positive user experience. Factors of ranking on Google.
14:25 - Which CMS? Content and goals of the website should be considered when factoring in which CMS to use.
15:15 - Measuring a company’s success through key performance indicators (KPIs). Why other factors may matter more than traffic in SEO success. Choosing keywords; volume and difficulty.
20:25 - Website traffic. By week 6, the new website already had an impressive 19,000 monthly visitors with the content Growth Machine provided being one of the main driving forces behind the positive results.
24:07 - Starting a new website. Should you build up content before the launch? How established is your brand? Consider the site goals, the competition in your space, and the benefits of having your site online. Understand and implement your strategy.
30:03 - Publishing cadence. By month 6, the brand new website had scaled to 100,000+ monthly visits. How the content publishing schedule changed as the site grew in visitors.
31:20 - A big jump in traffic. After steady numbers for 8 consecutive months, the traffic jumped to over 250,000 visitors in a month. Amanda and Nora talk about the term ‘Critical Authority Threshold’. Why good SEO and content is a long-term plan worth investing in.
34:22 - Site maintenance and recognizing trends. Best practices in ongoing website maintenance in regards to SEO and content. Keeping a watch for competition in your niche. How COVID shifted the content published surrounding the gig economy. Recognizing trends and where the current demand is shifting. Utilizing different keywords.
38:50 - Creating evergreen content. While many things changed due COVID, it was made sure that the content delivered would be suitable for years to come, not just relevant for today.
40:01 - Doing it right… Nora explains how their ‘hypothesis’ was affirmed when working with this client and what was learned in the process. When you do SEO and content the right way, it can truly pay off in the end.
Questions? Comments? Contact Amanda at email@example.com with questions or tweet at @growthmachine__
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