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Client Case Study: BARE BIOLOGY

 

Bare Biology were looking to drive revenue for niche products via more qualified traffic. 

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Problem 

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The client used lots of resource publishing content but needed help monetising more effectively and attracting a more targeted audience. Traffic numbers were slowly declining and content wasn’t getting much traction in the SERPs. 

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The client had a high bounce rate and a lower than average CVR, so they needed help driving more quality leads and converting them.

 

The client invested a lot of resources in terms of time and money which was very valuable to them, being a growing business without a huge budget. 

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We wanted to reduce wastage and focused on bringing in quality traffic as a priority

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Solution 

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We started by running a crawl of all of their content and mapping this content with search visibility, CVR, CTR and impressions. 

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This gave us a good picture of the content that was resonating most with the audience and the content that was falling flat. With these insights, we were able to identify:

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  • Pages that were ranking on page 2 (low hanging fruit)

  • Pages that had great potential but were not optimised or providing a lot of value

  • Blog posts that were cannibalising one another - ie, posts that could be merged into one rather than competing for the same keywords

  • Pages that had topical clustering value but no internal linking structure

  • Posts that were relevant but had no CTAs or product-led optimisation 

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With all of this insight, we had a great foundation to start making optimisations to existing content. 

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We ranked the posts according to how much traffic they were getting and how valuable they were in terms of targeting the right users. 

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We optimised each post through a process that included:

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  • Internal linking

  • Keyword clustering

  • Relevant CTAs

  • Content structure

  • Keyword placement

  • Topical detail

  • E-A-T considerations (authorship, sources etc)

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Result

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In 6 months we achieved:

  • +35% revenue increase 

  • +28% CVR uplift 

  • +14% rise in average session duration 

  • 8% traffic increase

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