SEO Campaign for an eCommerce Marketplace
Dominating the SERPs with strategically constructed content
Background and Opportunity:
At BIBLIO, the biggest driver of traffic is specific book titles. On a monthly basis, I planned content by identifying keywords that:
1. Had the highest search traffic
2. Identified by SEM Rush as easy to moderately difficult to rank for
3. Had a transactional intent (unless, as in this case, we were targeting sellers)
Leading up to Halloween, I noticed a surge in search trends for Goosebumps books. I identified several long and short tail target keywords and sent the topic and keyword list to one of the writers. Our goal for this content piece was to appeal to potential sellers who might list their material on our site.
Action
Some of the target keywords were along the lines of:
1. How much are my rare goosebumps books worth?
2. Goosebumps first edition
3. Which Goosebumps books to collect
4. Rare Goosebumps books
After the writer finished writing the blog, I reviewed it and made some adjustments to the titles to help us rank higher.
Results
The "rare Goosebumps books" keyword jumped 39 places in the SERPS and landed us a featured snippet.
"Katie is a consummate professional, an excellent communicator, a strong leader, and a joy to work with. She has a genuine enthusiasm for her work and paired with her team-oriented approach and professionalism she was a perfect fit for our company culture and values." - Brendan, CEO
