Case Study: US News Media Giant - 100% Organic Growth in a year.

Overview:

A leading US news media giant experienced remarkable growth in organic traffic, scaling from 250K to 600K monthly sessions within just 8 months, and surpassing 1 million monthly sessions thereafter. This case study delves into the strategic steps and innovative solutions implemented to achieve this exponential growth and maintain a competitive edge in a highly saturated market.

Key Strategies and Implementation:

1. Define Search TAM & Identify High-Impact Clusters

• Objective: Capture Share of Voice (SOV) in a competitive landscape.
• Execution:
  • Conducted a Search TAM analysis to uncover untapped opportunities.
  • Prioritized content clusters and themes in areas with high potential, such as the music industry.
  • Mapped these clusters to align with competitor gaps and emerging trends.

2. Fix the Technical Foundation

• Objective: Improve site performance and ensure scalability.
• Execution:
  • Structured Data Schema: Integrated schema specific to the music industry to enhance content discoverability.
  • Core Web Vitals Optimization: Achieved a 95% score by addressing issues like LCP (Largest Contentful Paint), FID (First Input Delay), and CLS (Cumulative Layout Shift).
  • Information Architecture & Content Taxonomy: Redesigned the taxonomy for better contextual relevance and navigation.
  • Interlinking at Scale: Established a robust contextual interlinking strategy to improve internal link equity and page ranking.

3. Seamless Migration to a New Tech Stack

• Objective: Ensure a smooth migration while maintaining ranking stability.
• Execution:
  • Partnered with developers to migrate the platform to a scalable tech stack.
  • Conducted rigorous pre- and post-migration audits to mitigate ranking losses.

4. Automation for Indexing and Ranking Insights

• Objective: Streamline the tracking of massive content production.
• Execution:
  • Built automated reporting dashboards to monitor Google Indexing and URL rankings.
  • Ensured timely identification and resolution of indexing issues.

5. Optimize for Google News & Discover

• Objective: Dominate Google News and Discover feeds.
• Execution:
  • Image and Iconic Person Analysis: Developed SOPs for image optimization and targeting trending celebrities.
  • Trend Analysis: Created frameworks to identify trending news for editorial teams.
  • Content Quantum Strategy: Provided data-driven recommendations on content frequency to stay ahead of competitors.

6. Develop Evergreen Content Strategy

• Objective: Ensure sustained traffic growth from timeless topics.
• Execution:
  • Identified high-potential evergreen topics using search trend data.
  • Created SOPs for optimizing existing evergreen articles and producing new ones.
  • Established a system for periodic updates to keep content fresh and relevant.

7. Trending Topics and Discover Optimization

• Objective: Capture and leverage current trends for spikes in traffic.
• Execution:
  • Implemented an auto-weekly suggestion system for trending topics.
  • Tracked celebrity visibility and competition activity to identify trending themes.
  • Advised editorial teams on content volume and focus areas for maximizing Discover visibility.

Results Achieved:

Traffic Growth:

• Scaled organic sessions from 250K to 600K in 8 months.
• Further boosted to 1 million+ sessions per month.

Technical Excellence:

• Improved Core Web Vitals to a 95% performance score.
• Seamless tech stack migration with minimal 10% loss in rankings.

Evergreen Content Impact:

• Consistent traffic generation from evergreen articles, contributing to a 30% increase in organic sessions over 6 months.

Enhanced Discover Presence:

• Increased Google Discover visibility by focusing on trending topics and celebrity-driven demand analysis which help them capture more than 2 Million+ organic session within just first quarter of successful launch.

Operational Efficiency:

• Automated processes for indexing insights reduced manual effort by 40%.