Post by account_disabled on Jan 25, 2024 4:09:02 GMT
Step 1: Proof of concept tests
We ran “proof of concept” tests, adding FAQs and schema to select pages, speeding pages up with AMP and testing consolidated content and responsive pages.
Even the smallest changes delivered tremendous results, convincing the client to sign off on a revamp.
Search data and website analytics helped us recognize DB to Data content resonating with target audiences and the gaps we needed to fill.
We realized that some content, like pages about weapons and vehicles, drew in traffic but did not convert.
This content appealed to military fans, not those interested in joining. Just drawing traffic was not enough – anything that did not advance the mission had to go.
We began consolidating “thin” content into information-rich pages that thoroughly covered each facet of joining the Army and fully answered prospects’ questions about the process.
This project reduced the site by 95%, down to 445 URLs. This causes some consternation to clients, as they fear that less is less and that they will lose traffic and rankings by eliminating pages.
Instead, the opposite was true. As we consolidated pages and prioritized content that Remember answered user questions, Google began to recognize GoArmy as an expert on the Army brand.
We ran “proof of concept” tests, adding FAQs and schema to select pages, speeding pages up with AMP and testing consolidated content and responsive pages.
Even the smallest changes delivered tremendous results, convincing the client to sign off on a revamp.
Search data and website analytics helped us recognize DB to Data content resonating with target audiences and the gaps we needed to fill.
We realized that some content, like pages about weapons and vehicles, drew in traffic but did not convert.
This content appealed to military fans, not those interested in joining. Just drawing traffic was not enough – anything that did not advance the mission had to go.
We began consolidating “thin” content into information-rich pages that thoroughly covered each facet of joining the Army and fully answered prospects’ questions about the process.
This project reduced the site by 95%, down to 445 URLs. This causes some consternation to clients, as they fear that less is less and that they will lose traffic and rankings by eliminating pages.
Instead, the opposite was true. As we consolidated pages and prioritized content that Remember answered user questions, Google began to recognize GoArmy as an expert on the Army brand.