This case study reviews the SEO impact of fresh content on a large business site that had seen 70% drop in traffic after Google Panda. The study reveals how the site was able to create content at scale, what worked, what didn't work, and how they achieved a 30%+ boost in traffic for more than half the pages studied.
5. OVERVIEW
Leading Business Content Site
• Business Directory
• Business Resources
• Average Monthly Traffic: >2.5 Million
• Revenue Model
• Yearly Listing
• Adsense
6. CASE STUDY
ROUND 1
Project 1: Create Business
Tips and Advice
• Add Fresh Content
• 55% of Content on Page to Be
Fresh After Addition
• Across 1,000 URLs in Three Months
7. PROBLEM?
OLD CONTENT
Up to 13 Years Old
(Add “&as_qdr=y15” to end of query to
see the date content was published)
12. RESULTS
62% Did Not Change
12% Dropped Slightly
26% Increased Slightly
13. INITIAL CONCLUSIONS
• Page Anatomy: Not Enough Change
• Poor Ad-To-Content Ratio
• Important Part of Page – Not
Changed
• Ratio of Fresh, Unique Content
versus Old, Duplicate Content
14. ROUND 2
Create Business Guides & Tips
• Percentage of Fresh, Unique
Content Added: 100%
18. CAVEATS
• Adding content is one of several techniques
Business.com used to improve rankings, and the
results achieved should take all changes into
account.
• While many pages on the site were old, this study
did not separately track the age of the pages we
added content to. Results may vary based on the
age of pages on a given site.
----- Meeting Notes (1/18/12 17:33) -----The Servio Create Space Advanced Editorial Workflow-- Title Slide. Don't need table of contents
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
