Since 1986, a distinguished lighting and home décor retailer based in Virginia has been illuminating homes across the nation with its high-end, stylish products. From a single brick-and-mortar store, the company has grown into a multi-channel business with a significant online presence. As the digital landscape evolved, so did the company’s need for a robust online strategy to reach customers beyond its physical locations.
The Challenge 🎯
In an increasingly competitive online marketplace, the lighting retailer faced several hurdles:
Keyword Gap
Annual SEO campaign planning revealed a significant ranking gap in mid to high-volume informational topics, particularly those related to “how-to” and “ideas” queries.
Limited Topical Authority
Despite having extensive industry expertise, the company’s website lacked content that showcased their knowledge in styling, designing, and curating product sets.
Top-of-Funnel Awareness
There was a need to foster awareness among users at the beginning of their purchase journey, capturing interest before they were ready to buy.
Expertise, Authority, and Trust (E-A-T)
The company needed to improve its E-A-T signals in the lighting and home décor categories crucial to its business.
The SwiftPropel Solution 💡
SwiftPropel devised a comprehensive, data-driven strategy to address these challenges:
Keyword Gap & Competitive Landscape Analysis
- Conducted in-depth keyword research to identify competitive opportunities.
- Prioritized keywords based on search volume and competition level.
- Utilized advanced SEO tools for keyword discovery and competitive ranking research.
Content Strategy Development
- Created a content calendar focused on long-form blog posts.
- Developed SEO-optimized wireframes for each blog topic, including:
- Quick answer-optimized headings
- User-friendly formats (structured lists, tables, formulas)
- Strategic internal linking
- Structured data opportunities
Content Creation and Optimization
- Collaborated with the client’s team to leverage their industry expertise in writing articles.
- Optimized content for featured snippets and other SERP features.
- Implemented schema markup to enhance rich results in search engines.
Implementation and Tracking
- Set up comprehensive tracking systems to monitor:
- Keyword visibility
- Traffic growth
- Revenue impact
- SERP feature appearances (e.g., Quick Answers, Interesting Finds)
The Radiant Results ✨
The SwiftPropel strategy illuminated the path to success for the lighting retailer:
Content Production Surge
- Published 11 long-form blog posts, a 550% increase from the previous year.
Unprecedented Blog Performance
- Organic sessions to the blog grew by 183% year-over-year.
- Organic revenue from users entering through the blog skyrocketed by 1,071% year-over-year.
Enhanced Search Visibility
- The blog’s keyword profile expanded by 321% (adding 4,300+ keywords) between January and December.
- Quick answer keyword profile grew by 666% (gaining 20 new quick answers) in the same period.
SERP Feature Breakthroughs
- For the first time, the client’s content consistently appeared in Google Discover and mobile Interesting Finds for high-volume product category queries.
- Rich results from schema implementations led to more engaging and versatile search appearances.
Topical Authority Establishment
- The client became a go-to resource for lighting and home décor information, strengthening their position as industry experts.
Key Strategies for Success 🔑
- Data-Driven Approach: SwiftPropel’s use of advanced SEO tools and analytics ensured that every decision was backed by solid data.
- Collaborative Content Creation: By combining SwiftPropel’s SEO expertise with the client’s industry knowledge, the content resonated with both search engines and users.
- Strategic Content Structure: Carefully crafted content wireframes ensured that each piece was optimized for search engines and user experience.
- Technical SEO Implementation: Schema markup and structured data enhanced the client’s visibility in SERPs and drove rich results.
- Continuous Monitoring and Optimization: Regular tracking and analysis allowed for real-time adjustments and improvements to the strategy.
Client Testimonial 🗣️
The Digital Marketing Manager of the lighting retailer shared their thoughts on the campaign: “The success of this collaborative program made it clear to us that long-form content should remain a tentpole project in our SEO program. SwiftPropel’s approach was based on detailed research and a structured methodology, which made it easy for writers on our team to learn how to build strong content for SEO from the ground up.”
Looking Ahead 🚀
The remarkable success of this campaign has solidified long-form content production as a cornerstone of the client’s yearly SEO roadmap. The powerful combination of SwiftPropel’s content insights, SEO expertise, and the client’s industry knowledge continues to yield impressive results, illuminating a bright future for the lighting retailer’s digital presence.
As the digital landscape evolves, SwiftPropel remains committed to staying at the forefront of SEO trends, ensuring that the lighting retailer maintains its competitive edge and continues to shine brightly in the online marketplace.
This case study exemplifies SwiftPropel’s ability to craft tailored, data-driven strategies that not only improve search visibility but also drive tangible business results. By focusing on building topical authority and creating valuable content, SwiftPropel helped the lighting retailer illuminate its path to digital success, setting a shining example for others in the industry to follow.
Vijay Sood is a seasoned digital marketer with a passion for driving online growth and innovation. With a robust background in developing and executing comprehensive digital strategies, Vijay excels in leveraging SEO, content marketing, and social media to boost brand visibility and engagement. His expertise lies in transforming data-driven insights into actionable marketing campaigns, helping businesses achieve their digital objectives.