From Zero to Hero After Just 2 Months of Blog TLC

November 20, 2018

Within 2 months, we increased organic-driven sales by 55% and delivered a 1,919% ROI. (That is not a typo!) is one of Australia’s leading comparison websites for homeowners and tradespeople. We write, manage and optimise their blog.

How We Did It

We started work in June 2018 and really got our mojo going in July that year. Hundreds of articles and visual pieces have been published over the last 18 months, and our work is ongoing.

The following chart specifically shows new jobs/income from organic traffic into the blog.

ROI on content marketing

By October 2018 we broke through a ceiling and gained a new high for Service Seeking.

What Do Customers Want?

We first seek to understand what search engines and customers want and then we work towards giving both of them exactly that.

We identify search keywords that have an opportunity for sales growth and then create and improve existing content to better meet the needs of the search engines and customers.

In the following example, this methodology shifted a good quality keyword (equivalent to user intent to purchase) 56 places from position 60 to position 4.

We repeat this same content marketing process for 100s of keywords.

Improving keyword position

Improving keyword position is a high priority.

Blog Optimised To Increase Search Visibility

There’s no point generating more visitors if your online sales funnel doesn’t convert at a reasonable rate.

The core product areas of Service Seeking are conversion machines, but the blog had been neglected.

So, we set about redesigning the blog template to include more trust components and call-to-action elements.

The first screenshot shows what the blog template generally looked like before our redesign.

service seeking blog template before redesign

This next screenshot illustrates how a few simple tweaks to Service Seeking’s blog template created a more interesting and compelling experience for the reader.

In particular, we encourage the reader to take action on 8 separate occasions throughout the article. Previously, the reader was asked to take action once, maybe twice at the most.

service seeking blog template after redesign

Katrina and the CopySmiths team were able to analyse our competitive set and very quickly develop a content marketing strategy to separate us from our competitors, and align with the direction Google is taking us.

The content her team has developed for is first-rate, and we’ve seen organic rankings for highly prized keywords increase, driving more new visitors and signups.

Oliver PenningtonOliver Pennington – Co-Founder,
Katrina McKinnon


I'm Katrina McKinnon, founder of CopySmiths and Small Revolution. In my 20 years of experience, I have helped online businesses create high-performing content specifically on an eCommerce store's blog. Find me on LinkedIn and Twitter.