Wellness Brand SEO & Editorial Strategy

Challenge

I took over the editorial and SEO strategy for a wellness brand, Daily Life. Although we were writing and publishing daily articles, we were not seeing much traction with Google rankings or organic traffic.

How do we create article content that generates interest, traffic, and propels the website up in Google rankings?

The current strategy relied on writers pitching whatever they wanted to write about, without regard for trends or keywords.

I needed to create a data-driven editorial strategy from scratch, including conducting a competitive analysis, researching SEO, and properly training our writing team.

The biggest problem with the daily articles is that they were not being optimized in any way. This included everything from the way titles and headers were written to the topics themselves.

What Did I Do?

• Ongoing competitive analysis of what other wellness brands were writing on
• Implementation of SEO tools and research to guide article topics
• Implementation of writer briefs that included keywords and competitor articles to reference for each assignment
• Optimization of everything from titles and slugs to headers and meta descriptions
• Re-trained the writing team with an initiative I called The Morning Content: a monthly newsletter that included writing and editing tips, as well as SEO best practices

Essentially, this involved a comprehensive overhaul of the editorial and SEO strategy for the brand. This was implemented starting in June 2020.

Results

Organic traffic for this website increased by 381% since January 2020 and began to secure more and more keyword positions on Google, thanks to the revamped editorial strategy. This was the most significant growth strategy ever implemented for this brand.

With a focus on SEO moving forward, the team successfully grew our Google rankings significantly as well.

• Spots 1-3 on Google → 269% growth 
• Spots 4-10 on Google → 235% growth 
• Spots 11-20 on Google → 201% growth 
• Spots 21-50 on Google → 213% growth
• Spots 51-100 on Google → 167% growth 

The new strategy also achieved the highest one-month average for page views and unique page views of all time in July 2020.