Technical details had to be completed before a well-defined content strategy could be implemented on the website. In addition, the site had undergone a migration process before we started working. The brand, which moved to the Drupal substructure, had technical problems that needed to be resolved after the site migration. In this sense, we first performed the Meta Data Optimization and Heading Audit of the new website. Then, by optimizing the content of our product pages on our site, we tried to make our landing pages quality pages in search engine standards.

Later, we made page speed optimizations to improve the page experience scores. In this sense: Thanks to the Largest Contentful Paint Optimizations and Cumulative Layout Shift Optimization, we have increased the page experience scores of our site.

These, of course, were not problems we solved in a few weeks. At the same time, we wanted to increase the organic visibility of our brand, increase the blog traffic, to create better internal linking to product pages and conversions. 

For this reason, we started to create our Content Strategy while technical developments continued:

1. Keyword Research:

We determined the keywords we wanted to follow and get ranking, especially with our brand. In this sense, we have created a keyword list whose rankings we check every week.

2. Competitor Analysis:

The competitors between the offline world and the online world are different. In this sense, we needed to learn who our competitors in the digital world were. This way, when we compare with our competitors, we can see our strengths and weaknesses and reflect this in our strategy.

3. Blog Audit:

We have made a large blog audit to understand what aspects of our content need to be developed, what kind of content we should have, how the content on our site is performing, and whether these contents are technically scannable.

4. Content Ideas:

We’ve put together a 2-step list of content ideas. We tried to give ourselves solid visibility by focusing on keywords with high search volume and informational user intent. Our content list, which we prepared later, was the content that we focused on long-tail keywords and built to strengthen the place of our content that we already received traffic.

5. Content Briefs:

We’ve set up a calendar to post this content regularly on our site. In this sense, we prepared our content briefs by adhering to a certain routine.

5. FAQ Structured Data:

We have done FAQ Structured Data on our blog contents and landing pages so that the content published on our site can be understood more easily by search engines and can earn featured snippets.

All these projects were spread over 8 months. A total of 42 blog contents were published in 8 months. Thanks to content strategy, we increased our keyword visibility by 31 percent. Thanks to the strategy we continue to implement, we think that our performance will continue to increase in the following processes.