“I found Brafton through a Google search and trusted them,” Egle said. “I knew if they could get themselves ranked high on Google, they could do the same for us.”
Our first priority was to resurrect their SEO writing initiative. Phase one was to select strategic target keywords. We chose those keywords on the basis of:
INTENT Is a user looking for information when they search for this keyword (informational intent), a specific page on the web (navigational intent) or are they shopping (commercial intent)? For blog content, we look for keywords that demonstrate informational intent.
SEARCH VOLUME How many people are searching for this keyword each month? In niche markets, you don’t necessarily need to have a super high search volume. It just needs to be high enough that it is worth targeting. DIFFICULTY How hard is it to get on or near Page 1 for this keyword? We evaluate a website’s Domain Authority relative to the Domain Authorities of the sites that are already on Page 1. This helps us understand where a client can expect to rank for a certain keyword. Once we selected keywords we wanted to rank for, we created Search Performance Briefs for each keyword. Each SPB provides a qualitative and quantitative analysis of the top-20 listings in a particular keyword search-engine results page (SERP). This helps us understand exactly what topics we need to cover in a blog post, and how comprehensively we need to cover them. Our SEO content writers applied this strategy to commercial landing pages and blog posts. Some of the content was written from scratch to target a keyword. But in some cases, we re-optimized existing pages to improve their ranking for certain keywords. We also conducted a Core Web Vitals audit to ensure Dynaway’s site was optimized for technical SEO performance. Our work wasn’t strictly limited to search, though. We began creating infographics, eBooks and animated videos. At the same time, we launched a LinkedIn ad campaign to help fuel brand awareness.