In 6 months Sound of Life replaces Wikipedia in the featured snippet, earns a 46% increase in clicks and ranks page 1 with new SEO-driven articles.
About Sound of Life
Sound of Life is an editorial publication covering niche art and music. We added a layer of strategic SEO to their existing content plan. Sound of Life started celebrating intentional page one ranks including a featured snippet that knocked Wikipedia out of its prime spot.
Key Features
Top-funnel, editorial content- Shopify website
- Niche industry
- Content writing
- SEO
Wikipedia knocked off featured snippet
When we ranked in position 1, under Wikipedia's featured snippet, we were happy!
'Well, that's that', we celebrated, we'd made it as far as we can.
Or so we thought, Sound of Life took the top spot replacing Wikipedia in the featured snippet for '90s music trends'; the focus keyword for the ranking article.
Read 90s Music Trends
Schema assists in earning ranks in PAA
Where SEO and ranks were concerned Sound of Life wanted to:
- Improve visibility in Google
- Increase keywords ranking on Google
- Increase clicks and impressions
Our content was:
- Briefed by Zoe Ashbridge
- Written by our go-to, Senior Content Writer, Rachael Nicholson
- Enriched with sound bites and images
- Uploaded by the Sound of Life team
- Optimised by Zoe before publication
- Strategically linked to the relevant pillar/cluster
- Enriched with schema to help increase visibility in featured snippets see the featured snippet
We'll let the stats speak for themselves
from SEO-driven content briefs and high-quality writing
from increased visibility in SERPs
according to SEMrush data
ToFu blogs driven by SEO earn from 1500 clicks
Optimal SEO results
Clustered content
Content pieces on similar topics were clustered together with an internal linking strategy developed by Zoe. Before we started working together content clusters were not used at all.
Over time content that was already on the site started to climb the ranks thanks to an improved architecture that makes it easier for crawlers to navigate the site. Better, readers were now able to click through to related articles.
Performance Results
SEO-driven content outperforms
Sound of Life publish around 20 pieces of content/month to their website. Due to a high throughput of content not everything is optimised, but it's clear to see that optimised content ourperforms content that isn't briefed using SEO data and SERP analysis.
What's next?
Growth
The aim is to continue as we are. Sound of Life will continue to write and publish 20 pieces of content per month and 4 pieces will be SEO-driven pieces, written by our favourite writer, Rachael Nicholson.
Other items on our agenda:
- Increase SEO-driven content from 2 briefs/month to 4 briefs/month
- Inject soul into every piece we write so that it stands out and ranks
- Explore more schema items for articles, particualrly interviews
- Development of more content clusters and pillar pages
- Continue looking after the website technically
Being quite new to SEO and Upwork, we couldn't have found a better partner to work with. From the initial proposal and full SEO audit, Zoe went above and beyond to deliver thoughtful, well-researched, actionable work.
I was worried about finding an SEO freelancer due to the niche nature of our brand, but Zoe was able to get a great grasp of our publication and exactly what we're trying to achieve. Her content mindset is excellent.
We're really looking forward to continuing our partnership with her! She's lovely to chat to as well – communicative and always helpful with a positive attitude.
Show More
Show Less
See original review on UpworkReady to go hard at content?
We are here for it. Get in touch!
