Summary
Travel & Tourism client’s website was experiencing a changing organic landscape with broad shifts in the type of pages Google deemed most relevant to user’s search queries. They sought to safeguard their organic rankings while also funneling users toward downloadable PDF assets.
The Strategy
We identified an opportunity to improve content architecture across the site by pivoting broader, high volume keywords away from blog posts and toward the client’s top-level category pages.
- Thoroughly reviewed keyword data in order to better identify both broad and long-tail keywords that are relevant to the client’s industry
- Segmented keyword targeting across category pages and blog posts, with the former targeting broad variations of keywords and the latter targeting more niche subcategories
- Implemented an internal linking structure that allowed Google to better understand the relationship between these two page types
The Bottom Line
Our keyword targeting and content architecture optimizations resulted in an aggregated increase in Organic Sessions (+49%) and New Users (+44%) to client’s category pages during a seven month period YoY. Individually, these pages are more valuable to the client’s goals compared to blog posts.