In the fall of 2014 we pursued some minor site updates for our North Carolina Sweet Potato client in an effort to help enhance their visibility in Google. With Thanksgiving approaching we knew we wanted traffic to our Sweet Potato content from users who searched for sweet potato-related content throughout the month of November. To achieve this goal and get more raw traffic to our client’s website, we went through our standard SEO process that included:
- Keyword Research: Understanding what type of sweet potato searches occur in Google.
- Content Generation: Identifying current content that needed enhancements as well as new content that needed to be generated based off of keyword research.
- Architecture: New content was getting added to the site and we wanted to keep the navigation structure clean and intuitive for both users and search engines.
- Optimization: We weren’t just going to publish any content – with our content we ensured that basic on-site optimization was covered. Keyword integration, page titles and meta descriptions were all a part of our process.
- Promotion: To supplement our organic search efforts we wanted to run a quick PPC campaign, too. Not knowing exactly how and when Google would respond to our content changes for organic rankings our PPC campaign would be a sure-fire way to get our content in front of our audience.
Our efforts definitely paid off and our North Carolina Sweet Potato website received a phenomenal amount of traffic during the month of November. Here are some highlights and a deeper dive (all comparisons are comparing November of 2014 to November of 2013):
- Overall visits grew by 487%
- Organic Google traffic grew by 560%
- 80% of traffic was organic
- 46 keywords that land a number 1 result in Google
- 139 keywords that land a page 1 result in Google
- 120 keywords saw positive movement in Google results
- 5% of traffic was paid and averaged a $0.17 CPC
- Searchers really want to know the difference between a Sweet Potato and a Yam