J.F.Brennan had a hefty portfolio of several hundred blog articles when we onboarded them, with largely-positive practices already in-place. One thing they were lacking, however, was strategic, data-driven guidance on article topic selection.
We leveraged our suite of SEO tools to supplement and guide their article topic selection. First, we would perform keyword and audience research upfront whenever possible. We provided optimal outlines, headings and keyword topics to consider for their in-house employee authors. On the tail end, we often analyzed already-written articles for title, heading and other general recommendations, without disrupting the author’s voice.
Our keyword research collaborations led to Brennan’s most recent articles being oriented to topics and keywords that they know readers are searching for and are actually interested in, further bolstering their organic traffic growth.