When we decided to implement our new and improved cluster strategy, we didn’t go into it blind. Everyone at PubLoft had done their due diligence in researching and designing an approach to strategy that had the best chance of yielding serious results.
So, when we had the opportunity to create our first cluster for Postscript, we were excited to see how it performed. Cue the working, then the waiting. Gleaning meaningful results from metrics doesn’t happen overnight. SEO is all about playing the long game and fine-tuning techniques to create sustainable gains.
After 91 days of being (mostly) patient, we’re happy to announce that the new strategy is paying off. Keep reading to see how we helped increase Postscript’s keyword ranking and visibility.
Postscript and clusters: a match made in metric heaven.
Implementing a cluster strategy is all about finding a pillar topic that carries significant weight with your target audience. Articles, or sections of a long-form pillar article, are designed to position the company as an authority on that overarching topic.
Not only is this great for building internal links that reduce bounce rate and keep readers engaged, but it’s also a fantastic method for increasing DA and overall visibility.
Increased visibility means improved ranking.
The first article in the Postscript cluster went live on January 28. Subsequent articles were released no more than two weeks apart until the final pillar piece on March 19.
Since the initial release, Postscript has experienced a relatively steady increase in visibility. Several of the articles are continuing to climb in Google’s ranking, proving that good strategy and SEO really are the gifts that keep on giving!
Slow and steady wins the race.
When Postscript first partnered with PubLoft, they were ranking an average of 94th on Google for the keywords targeted in the cluster. As of April 23, they’ve moved up 38 positions—and climbing! We divided the focus between high-volume and long-tail keywords to cover a larger segment of their target market. This, combined with our belief that quality counts, has resulted in a steady and sustainable improvement in ranking and visibility for relevant keywords and phrases.
The content may be well-optimized, but it’s also well-written. The right keywords will get consumers to the page, but the value is what keeps them there. Between January 22 and April 23, Postscript experienced a 142% increase in new users and a 6% reduction in bounce rate.
During those 91 days, Postscript also saw a 222 percent increase in organic goal completions. This is the number that reflects the goals of the company as they’re recognized by Google, and can mean anything from conversions to positive interactions.
When the right combination of optimization and market research come together, the results are undeniable.
#7 on Google and climbing.
Long-tail keywords provide us with a unique opportunity to target the customers most likely to convert. In this case, Postscript was able to move into the #7 spot on Google for the term “Shopify SMS marketing.” The lower volume is mitigated by the increased likelihood of conversions.
We also advanced higher-volume keywords more than 50 positions each. The increase in ranking is ongoing, and we expect to see even more drastic results in the near future!
Navigating the world of inbound marketing takes insight, the right tools, and most of all—time. One tiny change to the Google algorithm and you can find yourself starting at square one. If SEO and quality content aren’t something that you’re passionate about, but are in need of, it’s okay. PubLoft has you covered. Contact us today, and maybe we’ll be sharing your success in another 91 days.