SEO Revision Work

My client was a fairly reputable financial services provider. They typically retain about 80% of their customer portfolio year over year, and gain the remaining 20% in new organic leads and referrals.

After a commonly slow season during the summer, they expected a growth in organic leads during the fall and winter months. By November, they recognized they were facing stagnation due to years of posting new content, but never updating it. A few algorithm updates later, their organic traffic finally plateaued and knew they needed to change strategy to meet business growth needs.

Before

Organic keyword acquistion plateued  after a seaonal slow period and the client recognized a lack of customers. By the time they contacted me in November, they had lost roughly $150,000 USD in new revenue compared to the same period of the previous year.

I asked what they were doing with content and digital marketing over the years, and they shared that in the last three years, they had a heavy push of new content, but had never considered optimizing or revising a page once it went live. And besides a monthly newsletter, very little of the conent was shared after it went live.

After

Understanding they were sitting on a gold mine of great content that just need to be made relevant for new algorithm standards, I identified ten pages that with historically high traffic, valuable insight on the client's offering and results with their customers, and helpful information that proved successul in the sales process.

Working with my client, we agreed on changes to update these pages and saw the following wins in a period of two months.

I also shared a list of best practices for revisting and refreshing content that went past a certain period of time. I instructed them to perform the revisions during their slow season, when traffic was normally slow, and monitor for changes as their "busy season" began.