Content Strategy/Advice

Hello BHW Guru's!

I will keep this as brief as I can. We are a manufacture of sporting good products and for the last ten years have focused on B2B. I would say 98% of our sales pre COVID were all B2B and 2% online. We lived in a little bubble and did not try to grow our ecom at all, or for that matter really put any effort into our site. Yes in hindsight dumb, especially since I have been on this site for almost 10 years.

Anywhoo the VID hit and retailers or all sizes are going out of business, and we have had to shift to ecom to compete with all the people who have popped up in our space while we were asleep at the wheel. We are currently having success with PPC during the summer season (seasonal product) and in the off season we are focusing on creating great content to start to leverage organic traffic.

In SEMRUSH we have a DA of 33 and we rank for 2.5k keywords.

We are currently publishing 1 blog post per day. They are good original content of at least 1k words, photos, and internal links.

My question is, should we be publishing more content? We could do 2 posts per day no problem? And in addition to great content, what else can we do to help get more organic views to the site? Our largest competitor has about 500 blog posts currently and publishes three times per week.

Thank you!

If you have good budget use it on backlinks. Content alone (even if high quality) will only get you so far, especially in competitive niches, but also in ecom niches.

Unfortunately, I'm not experienced in ecom, so you should wait for better answers, but... have you tried stuff like Google Merchant Center, or Facebook / Pinterest ads? These are just 3 solutions that come to mind, but I'm sure there are more...

Still, if you have a good budget (say, several $100s per month) you should definitely go for some PBN / niche edits / guest posting backlinks, coupled with targeting some high search volume keywords with your blog posts. Although, if I'm thinking better, long tails can also work with ecom

I don't know, just some ideas that I could think of...

Thank you for the reply!

Currently we are doing FB/Google ads and we have pretty good ROAS, not great in winter as our product is a summer item, but still not that bad. We have staff that is full time but very little work in the winter so we have them all producing content, which is great as almost all of them have been in the field for 5+ years.

I will hit the marketplace for some PBN niche edit gigs.

I recommend you to be very careful in the Marketplace. Since you are running a long term business you cannot risk hurting your domain with the wrong links.

I can recommend the service of @splishsplash. It is much more expensive than most other PBN providers, but you get what you pay for... https://www.blackhatworld.com/seo/t...-homepage-links-8-obl-results-focused.922263/

In my opinion, you'll do best if you create as much content as possible around your products and link well internally. This should give you a high topical authority in the eyes of Google. If you then place a few really good links you will see a significant improvement in your rankings.

This niche is hard, you are directly selling physical products and thus there is good competition. Just invest in good seo from a reliable supplier on BHW and you will see multiple times returns.

Sporting Goods are always in-demand and that's why it's clearly a very competitive one. Just don't focus on your competitor for sometimes.

Now to answer your query, the keywords that you're ranking for, are they directing you to your blog directly or your store? That's important cuz if the latter is true, then there's no point burning more cash as your content isn't ranking.

Have you tried seeing traffics and conversions from each of the articles? I'm not sure but possibly you can use some tracker to see the trail of Your visitors. For starters you can take one best selling product and archive that on your store and leave the only way to purchase it through a blog post.

Write a review article on that specific product with all the due diligence and see the response. If you're getting good sales then it's worth burning more cash.

Investing in content can be ruthless on your wallet. You'll end up generating thousands of content and rank for a lot but unless you get sales, you're just making a showpiece out of it.

I would suggest just dont see for how many keywords you're ranking for. Go for a week of deep audit. See the site session on your blog pages, and percentage of bounced visitors from analytics. Checkout heatmap and push more article during that time to check with conversion.

Even after all these, if you think you're getting good sales with your content then ofcourse why not?


P.S: You may reach out to me for Content writing if you finally decide to burn more cash. We would be glad to assist you.

If your site is just starting, keep up publishing as many posts as you can before doing backlinks.
Once you see your posts indexed and ranking for a nice amount of keywords, start building pbn links.

You can also try to add some trendy and picky topics for your blog posts as per your website niche and before posting them make sure to optimize your blog posts by adding keywords in Alt tag and content, using unique and catchy images for the content. Also, it would be great to use content that is close to a user search query for a better ranking perspective and add some catchy blog topics. Last but not least if you spend more to boost your blogs then you can create additional backlinks as well. There is one more way you can share those blog posts on social media channels as well for a better reach.