280 thousand organic sessions from guide content published on their blog in 11 months

According to Senuto data, only 5% of Polish e-commerce companies publish guide content. If we can create substantive content that understands the user's intention, then we will definitely stand out from most of the competition.

Articles allow you to reach potential customers on the path of purchase faster, including those who are not yet directly in the purchase phase. In addition, the creation of guide content has a positive effect on a number of factors related to positioning, which we have described in detail below. A large volume of traffic generated thanks to content increases brand awareness and positively impacts sales.

Effects

11 months of regularly publishing articles from June 2019 to March 2020 brought a lot of results.

282k

The articles generated a total of 282,000 organic sessions

118%

Traffic grew at an average rate of 118% per month

493

493 articles are visible for 2,932 keywords in the TOP 3 as well as 5,251 keywords in the TOP 10

567

Each article received on average 567 session in 11 months

Each article is visible for an average of 6 keywords in the TOP 3 and 11 keywords in the TOP 10

The table below shows the increase in blog visibility over 11 months.

	June 2019	May 2020
TOP 3	0	1 371
TOP 10	0	3 427
TOP 50	1	12 701

Activities

We started publishing the first articles in June 2019. Every month from June 2019 to March 2020, we published almost 50 texts. Throughout the process, we were also fully responsible for planning and writing the content. The content was created based on Senuto technology, which allows for extensive semantic mapping of phrases. This allowed us to pay special attention to topical authority and customer journey.

Senuto technology

Creating content based on Senuto technology allows for the capture of keywords semantically related to the most important keyword based on which we create a given subpage. It selects keywords automatically and broadly, which allows you to accurately cover the profile of long-tail keywords. By measuring the average length of content for a given keyword, we can plan the optimal length of the text, which solves the dilemma of content length in terms of positioning.

Topical authority

Creating substantive content that realistically addresses the user’s question (intention) increases the authority of the domain in a given area. Writing articles related to fashion tips, styling, and caring for shoes and garments is the best way to increase a domain’s expertise in the area of fashion and shopping, which positively impacts SEO overall.

Customer journey

By creating guide-style content, you often solve the shopping problem of a potential customer who, before buying something, will check to see what garments to combine and how.

Internal linking

It should go without saying that creating almost 500 articles allowed us to add several thousand additional links, which in turn strengthened the position of the store for all sales keywords and for cross-linking articles from the same thematic silo.

Of course, apart from capturing all important positioning-related factors, the content was written by copywriters living in the fashion world – not SEO – world. This ensured a high substantive quality of content, thanks to which users could benefit from free advice and dress according to the latest trends. The final effect was ultimately verified by the client, so it seems all of the fashion tips described on the blog can safely be implemented 🙂

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Kamil Czarnecki

Head of Sales

k.czarnecki@vestigio.pl
574 666 522

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