650% Increase in Clicks for B2C Ecommerce

The Solution

We spoke with Steve, the founder of the Branding Agency, to gain insight into the step-by-step process that the agency implemented to help their client boost direct sales on their website.

Steve and his team laid the groundwork by setting up three-month sprints and defining the goals for each period.

‍

💡 Establishing sprints and sprint targets is foundational to the campaign's success as it creates a framework for evaluating results.

‍

Let’s dive into the workflow:

Step 1: Identifying your keyword tier & setting up query targets

Similar to the process described in one of the previous POP success stories, Steve began by identifying his client site’s traffic tier and finding keywords with search volumes in line with that tier to identify a promising entry point.

After examining buyer intent search queries, he discovered the primary differentiator of the client’s product was that their hair ties were heavy-duty, thus adhering very well and securely holding hair even during physical activity.

Other bands did not perform well for curly or thick hair and tended to slip off.

The Branding Agency defined the categories around which they would create content to establish topical authority for those terms. Below, you'll find examples of these categories:

‍

‍

‍

Category #3 How to’s Buns

Category #4 Putting curly, thick hair up  

‍

Step 2: Using POP Content Brief to get recommendations

After the Branding Agency identified the query targets, they collaborated with the client’s in-house writer to create content following the recommendations from POP Content Brief.

The POP Content Brief provides any writer with a guide to create a beautifully optimized page or improve an existing one. It shows the current optimization score (how well a page scores against competitor pages) and offers recommendations on word count, keyword and variation placement, page sections, and NLP suggestions, all with the goal of reaching an Optimization Score of 100.

‍

💡 If you are on a Teams plan, you can create sub-user accounts and grant your content writers access to them. This allows employees, contractors, freelancers, and VAs to work on specific projects without having access to your entire account.

‍

‍

Step 3: Optimizing blog posts inside Google Docs

The next step was optimizing the blog posts from the Google docs using the POP Chrome Extension.

Using POP Chrome extension allowed to seamlessly integrate POP into a workflow.

‍

💡 The Chrome Extension works as an overlay within Google Docs as well as 20+ major website platforms, page builders, and CMS editors to display to-do items and page scores which update in real-time.

‍

Once the content had been updated, the client’s in-house writer could immediately check how well the page was optimized in line with the new changes.

‍

‍

Step 4: Publishing content to the website

As a result, over 46 articles were created with the help of POP and then published on the client’s website following the content calendar.

‍