When you think of SEO, what comes to mind? Maybe words like “search engine optimization” or “keyword density.” Well, those are just some pieces of the puzzle. When it comes to ranking highly on Google’s SERP (Search Engine Results Page), there is a lot more that goes into it than you may have thought! In this case study, we break down an SEO Stack and how using articles and press releases in a sequence can help your business gain search visibility and why it’s so important for SEO purposes.
marketing strategy called an “SEO Stack.” This technique can help bring in more traffic than other strategies and does not require an expert knowledge on search engine optimization. If you’re looking for tips on getting started with it yourself or want some assistance from someone who has many years of experience under their belt, read through our case study!
What Is An SEO Stack?
In case you’ve missed out on our previous blog posts regarding website traffic generation through articles and press releases , we’ll start by going over each one briefly. A blog post is written on your website targeting a high competition keyword. In our case it was Home Improvement leads. Then a Press Release is written that targets a lower competition term, such as “Exclusive qualified home improvement leads”. The press release relates to the main blog post, and uses a canonical tag to give credit and authority to the main blog. In the first paragraph, the lower competition keyword phrase is used as anchor text with a dofollow link to the orignal blog. This allows SEO Stacks to help increase SEO rankings on Google for the lower competition phrase and achieve SEO traffic levels not possible without SEO Stacks.
In order to demonstrate how SEO stacks can improve search engine rankings, we decided to run a test using examples that would show results no one has ever seen before. This was done using a combination of our in-house technical SEO knowledge coupled with a press release software that also generated proper XML schema. We then stacked certain Google properties such as YouTube, GMB posts and Google maps to send additional signals and authority through the press release to the original article.
We started with proper keyword research
The SEO stack would be built around SEO keyword density and long-tail SEO keywords. After running the SEO keyword research on spyfu on kitchen and bath remodeling leads, we found that a large amount of searches were coming in for home improvement leads and exclusive home improvement leads. As we delved deeper into the user intent and search behavior, we determined that there was opportunity to start to show authority for the long-tail term, “exclusive qualified home improvement leads”.
Armed with this knowledge, we started building the foundation of our SEO stack by drafting an article targeting the term, “exclusive home improvement leads”. When we started, we did run a baseline ranking report and confirmed that our website did not rank at all for any of the 3 target terms.
Technical Search Engine Optimization Of The Blog
Not only did the SEO team draft an article, we also worked independently to optimize the SEO and on-page SEO for this article. These were some of the most important things done:
1) We made sure that the term “exclusive home improvement lead” was part of the title tag, meta description and the H1 Heading before we even get to the content.
2) Using SEO techniques, the article was made to appear as if an expert is giving advice on how to get exclusive home improvement leads. This technique can be seen through short paragraphs and headings with similar terms for H2s and H3s that are used in articles around your primary keyword.
3) We restructured the page to include article schema so that Google can properly categorize it. We also used structured data in order to improve its chances of ranking higher on SERPs by having a better chance at being featured in an answer box or rich snippets!
4) We took loading speed into account and made sure the foundation of the SEO Stack was properly implemented on a fast loading speed website, with optimized images and use of browser caching.
Get Found On Google
Once the blog post was complete, we waited 2 days so the page would be crawled by the Googlebot. Then, we submitted the blog post to Google Search Console and requested it be indexed. We then waited another 10 days for it to complete its cycle of approval and were delighted to see a steady uptick in impressions on Google and a ranking in the top 100 for the term, exclusive home improvement leads.
Buildout Google Entity Assets
The next step was to create assets on entities owned by Google, such as GMB, Google Maps and YouTube. The objective here was to then add a link in each of these Google owned assets to each other or to the blog on our website. We optimized the video by
- Used the keyword, “Exclusive Home Improvement Leads” in the title of the video
- Included exclusive home improvement leads and related terms in the description
- Added a live link in the description to the original blog
With this SEO stack, we were able to do this by adding the link in a video description. This is important because it allows us to take advantage of another ranking factor called “video sitemaps.” Also, because Google owns YouTube, there is a stronger possibility to rank a video in the Google than with another non-owed media platform.
Now, there is a Google property (YouTube video) that links to our blog. The next step in an SEO Stack is to power that video, and make it more relevant and authoritative to the search engines. To do this, we added SEO attributes to the video like adding a display title, brief description (with SEO keywords), and other best practices. We then created a GMB post and used our custom thumbnail as an uploaded image to our Google Drive and incorporated a CTA link on the GMB post to the YouTube video. Again, this stacks the authority from GMB to YouTube to our Blog.
Distributing a Press Release
After the video and GMB post were live, we waited 5 days and then wrote a press release using the original blog as the source. However, we made the following changes:
- Updated it with a new title, opening first 2 paragraphs and the closing paragraph.
- Implemented the strategy of adding a low competition related keyword “getting exclusive qualified home improvement leads” in the first paragraph and added a dofollow link to the original blog.
- Embedded the image from the GMB post and linked the image with a nofollow link to the GMB post and Google map.
- Embedded the YouTube video into the new press release
- Changed the article to be written in the third person and not first person
- Distributed the content through the signal geneses platform
- Published a copy of the press release on our website under a media room, with a canonical tag to the original blog, so that all the authority would be redirected to the original blog.
The Ranking Results of Our SEO Stack
After two days of waiting, we finally saw the effects our recent changes had on rankings. We were ranking on page 2 for “exclusive qualified home improvement leads” and on page 5 for “home improvement leads” We also ranked on page 1 for “Exclusive kitchen remodeling leads”
We waited a week or everything to get indexed by Google and the media sites to be picked up and reran a search 7 days later. The results speak for themselves:
Exclusive qualified home improvement lead – Ranks #8 on Page 1 of Google
Exclusive home improvement lead – Rank #9 on Page 1 of Google
Home improvement lead – Rank #56 (Page 5 of Google)
Even more relevant term: Kitchen Remodeling lead – Rank #6 on Page 1 of Google, due to domain authority from the other.
We are proud to say that we have been able to generate a steady stream of qualified home improvement leads for our clients across the country. When using an SEO stack, you can see how it is possible to rank on Google and get targeted traffic from search engines, which in turn helps increase your revenue while reducing wasted advertising spend.
Stay tuned for part 2 after we release another press release!