I was just promoted to Vice President of Creative and Content and handed the keys to the brand. I decided to launch a consumer facing content hub where we could drive traffic to through our video network’s content and also to activate campaigns and other events.
Besides using the site as a place for our network viewers to visit, I saw a ripe market for fitness content. There are over 100 million queriers for health, fitness, and wellness each year. My strategy is to find streams of heavily searched content and to create “content nets” to try to capture some of those clicks. The cost-per-click on a lot of those search terms was low, which means there was an opening to vastly grow our audience.
My team was already creating video content for our network using well-followed social media influencers. I decided to use a ghostwriter to turn these short 30 second videos into full internet articles that are completely aimed and optimized for key words and subjects that had high volume and a low CPC. By using the video and photo assets and not serving ads, our content delivered a really high quality experience.
Optimizing for SEO was my #1 priority on this project and I took this task up myself. The following is a list of items that I achieved…
- A sound technical site structure.
- Super fast site speed loading, especially on mobile. Our pages were rich with content and I worked with a with a million plugins, settings, and CDNs to get consistently into the green zone on Google PageSpeed Insights.
- Each article was aimed at an heavily searched traffic stream and then was optimized to capture it. I used a tool called Searchmetrics that tapped into Google’s API which gave you previous search data and helped you figure out the secrets that might have won that traffic.
- Greatly increase “Page Authority” which I think was the biggest thing holding us back. This was a new site and we needed to establish to Google that we were an authority on fitness and should be ranked like it.
The site was launched on Feb 1st, 2020. Traffic was light at first, but increased exponentially. By the second month we had 35,000 unique visitors. Unfortunately the company crashed as COVID based gym closures killed all of our revenue streams. My team was immediately laid off and the site has laid nearly dormant for over a year now. Below are a few screenshots with comments about my decision making on each…