DASH - Case Study - Blog Strategy

DASH Water | How a Blog Strategy Helped Us Increase Traffic by 109% and Revenue by 24%

When DASH first joined NORTH, they had very little organic search presence and the on-site content was sparse. Like all good SEO strategies, our first mission was to focus on boosting the visibility of the transactional pages. Because that would help the brand increase revenue, after all.

So, we got to work. We optimised DASH’s category and product pages and helped them get to the top spots of Google’s search results. Now, DASH’s primary keywords for product pages, such as ‘lemon sparkling water’ all rank on the first page of Google, with 87% of targeted keywords in position one. This helped increase organic sessions by 64% and revenue by 27%. You can view our previous case study to see more.

The Challenge

Once we’d optimised the transactional pages, it was time to plan our next steps. Increasing category and product page visibility was good, but DASH’s product offering was small, and if we wanted to see major results, we needed to figure out how to drive traffic another way. 

We needed to build a blog.

But we also needed to make those blog pages as valuable as possible. It was important that we created a blog that would cement DASH as an authoritative voice in the drinks industry, and would also capture important – and in some cases, even transactional – keywords that our product pages were missing. 

 

The Strategy

Strategic Keyword Targeting 

While blogs predominantly target informational searches, it’s still possible to hit transactional too. Using our tools, we conducted keyword research to find out which keywords were high converting and relevant to DASH, but that they were yet to rank for. Some examples include:

  • Seltzer water
  • Zero calorie drinks 
  • Soft drinks for weddings

These are keywords that have a specific intention – to find drinks. And we knew DASH Water was the solution.

 

Genuine, Helpful Content Creation

Google’s Helpful Content Update put more focus than ever on useful content that genuinely helps a user. So that’s what we did. We put careful consideration into every guide and article we created, ensuring that DASH’s voice remained trusted and authoritative. 

DASH has a very strong brand that’s centred around sustainability and acting as a force for good, so it was imperative that our content reflected this too. We ensured that all blogs were thoroughly researched and linked to trusted sources. That way, audiences and Google would see the site as a trusted source too. 

 

Aligning to All Channels 

We wanted to make sure that DASH could reap all the benefits of blogging, so we didn’t just limit visibility to organic search. We ensured that the new blogs could be used as assets for wider marketing, shared through social media and email marketing. By allowing the blogs to be shareable, we could increase user engagement and eventually, rankability. 

 

Technical Health Improvements 

We constantly monitored the site’s technical health to ensure the site could rank. By optimising the site’s structure, as well as identifying and fixing indexing issues, our technical SEO was able to contribute to a positive user experience. Additionally, we optimised meta tags and ensured an accurate sitemap was created to further improve the visibility of our blog content in search results. 

 

The Results

Over the past 6 months, we have seen an 109% increase in sessions compared to the previous year, when the blog had yet to rank. Alongside this, revenue increased by 24%. 

We can see the steep traffic increase from Google Search Console too:

DASH Blog Stats

With the help of a blog, DASH’s website content now targets audiences at every stage of their buying journey, from brand awareness right through to purchase. 

 

Final Thought:

If you’re inspired by this case study and unsure you’re getting the most from your content strategy, book a FREE 30-minute consultation with one of our experts.

Or, if you want to discover more stories on how we’ve helped other clients, check out our other case studies.