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SEO Blog Editing

waxnax logo.png

Project Description and Goals

Before I joined the team, WaxNax had published over 20 blogs on relevant topics. The problem was that most of these blogs generated less than 10 monthly clicks, were not written in the brand's voice, and presented thin content. WaxNax asked me to audit prior blogs with the goal of improving ranking and generating more monthly clicks.

Specifically, the blogs posed the following problems:

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  1. Much of the information included was either outdated or merely surface level.

  2. Only two of the blogs ranked on the first page of Google for keywords used.

  3. Many of the blogs were poorly written (passive voice, grammatical errors, long sentences, long paragraphs).

  4. The blogs were structured in columns rather than linearly. 

  5. The blogs lacked tables of contents and summaries, which help readers navigate and find the answers they are searching for.

  6. Citations were performed using a sources cited section rather than using links.

  7. Many blogs were used primary as sales pitches and did not provide complete answers to the questions they sought to answer.

  8. Titles, headings, and subheadings were not optimized for SEO (i.e. all were H1).

  9. The blogs lacked inbound links to other pages and posts on the company's site.


The image below is an example of one of the blogs prior to the audit.

Before Audit

Waxnax CBD before_edited_edited.jpg

Solution

To improve SEO, adhere to brand voice, and improve content, I took a number of steps.
 
First, I used WordPress Elementor to adjust formatting. I added a tables of content; changed column layout to a single-column, linear alignment; and changed the format of blog titles to to fit brand image.
 
Then, I went through each blog individually. I used Google Analytics to analyze the performance of each blog's keywords. Most blogs did not rank on the first page of Google for the keywords used and did not generate many clicks. I felt this was due to inadequate and outdated research and the use of highly competitive keywords. 

I implemented the following changes to improve blog performance:
 

  1. Conducted further research to add depth to content and ensure it was current.

  2. Changed head-term keywords to more focused and less competitive long-tailed keywords. 

  3. Revised the blog for active voice, conciseness in sentences and paragraphs, readability, adherence to brand voice, and intrigue of information.

  4. Structured the blogs linearly.

  5. Added tables of contents and summaries to the blogs.

  6. Replaced the sources cited section with in-text outbound citations and added inbound citations when necessary.

  7. Conducted research to provide well-rounded answers that respond to the questions visitors were searching answer. Also, limited the focus on sales pitch.

  8. Optimized titles, headings, and subheadings for long-tailed keywords and flow of information.

  9. Optimized meta descriptions.


The image below displays the edited version of the above blog.

 

It can also be found online at this link.

Note: the SEO audit is still ongoing.

After Audit

Waxnax CBD After.png
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