Engineering Specialist, INC (ESI) is a metal Stamping company. ESI is in a very competitive industry. The client goal was to increase their metal stamping services leads. It is a huge local and nationwide competition in this industry. ESI traffic has been growing consistently but I need to do more to generate the leads that the client wants.
Metal Stamping keyword has a Search Volume of 27,100 per month and a Search Engine Result Pages (SERPs) of 54’200, 000. To rank, this keyword was very challenging. I needed to get rankings without creating any backlink. I took the Topic Cluster approach for this client because the website already has several articles related to the topic “Metal Stamping”
Websites that are authoritative in a topic have more chances to get high ranking in Search Engines. Creating a page that covers a topic completely and having extra resources that explain each part of the topic can help your site to escalate to position #1 in Google. Keep in mind to create great content. I researched the competitors and I created better content on the topic. I knew the steps to follow to get these results.
It was a big challenge to earn this position because metal stamping is a very competitive keyword, but with a well –planned and executed SEO strategy. As a result, I put my client in position #1 on Google in a short time without any backlink. ESI has been in #1 for several months.
How I did it?
I created a Pillar page with the long tail keyword “what is metal Stamping” and I used as an internal link from the existing related articles that are part of the metal stamping process. I started crawling the site to visualize the content assets. I used screaming frog and I filtered the results by Title. I could see that the website already had many blogs about different parts of the process of metal stamping but it was missing a hub – pillar page to introduce the broad topic of metal stamping and explained it in–depth. Then, I decided to create the pillar page and do it better than any other pages ranking in the top SERP.
From the existing content, I reviewed blog by blog and I disabled the internal links that were pointed to other pages, and I only created internal links to the pillar page. I wanted to create a clear path for users and search engines. Furthermore, I not only create a kickass content but I also provided relevant links that users can follow (click) and learn more about each step of the process. This path shows to Search Engines that ESI is a leader company in Metal Stamping and allowed me to earn many other long tail keywords related to the services that ESI offer (metal stamping)
The Pillar page structure:
- 2000+ words length
- I have used long tail, User intent, and LSI keywords as sub-headers.
- I have avoided big chunk of content
- I used bullet points across the article
- I used images with alt tag
- I used Cluster pages as internal links (only related to the topic)
- I added Reputable sources (external links with no follow tag)
- I have written an SEO Title
- I have created a Meta Description
- I have added a White Paper for Lead Generation
After a few days that I published the pillar page “what is metal stamping”
I obtained the following results:
- #1 in Google in a couple of Weeks
- 123% increase in Organic Traffic
- 3 min average page-view
The pillar page is the second top page visited on ESI ‘s website after the home page. The page view time has increased almost double the industry’s benchmark.