Wrapbook is an industry-leading brand that helps production companies manage payroll, insurance, and compliance with ease.
Despite their innovative services and strong reputation, Wrapbook faced challenges in ranking for critical industry-specific terms and generating more traffic to key articles. They needed a robust SEO strategy to improve their search engine visibility and overall traffic to their blog and resource pages.
Wrapbook has an extensive list of articles that had valuable information on topics such as production insurance, payroll, and legal documentation. However, their existing content was underperforming in search engine results pages (SERPs), and traffic had stagnated.
To solve this, Wrapbook partnered with me to develop and act on a comprehensive optimization strategy focused on boosting their rankings for critical keywords and increasing site traffic.
My goal was to bring high-performing, industry-specific keywords to the forefront, driving targeted traffic to Wrapbook’s site.
Here was my exact process for optimizing these keywords followed:
I began by conducting extensive keyword research to identify terms that would drive traffic, focusing specifically on industry-specific phrases that Wrapbook’s target audience was actively searching for. Some of the key terms identified were:
These keywords were chosen based off of a calculated system I use that weighed in on things like: relevance to Wrapbook’s service, search volume, current ranking status, and competition level.
I focused on leveraging the content Wrapbook already had, enhancing it to better align with target keywords and increasing its relevance. The optimizations included:
I used SurferSEO to strategically identify content and keyword gaps. With SurferSEO, I add could see with clear data what the competitors were doing and how I could have Wrapbook beat them.
With SurferSEO, I used their suggestion feature to add data-backed LSI keywords based off key gaps, along with headings and additional sections based off content gaps analyzed.
The LSI keywords, which are words related to the main topic helped the article get more coverage for the primary keyword, making it much more likely to rank well.
I added about 600 words on average to each article to fully satisfy user intent with an average of 300 words going to including a Frequently Asked Questions (FAQ) section. This helped answer more specific questions, which can bring in more readers. Google likes longer articles that cover different topics well.
A goal I had for all the articles was to reduce the grade-level difficulty from an average of 13th grade to an average of 9th grade, as the average American has an 8th grade reading level.
I made complex sections easier to understand and rearranged some sentences to improve reading flow, along with splitting long paragraphs.
Well-organized content keeps readers interested, which helps them stay on the page longer.
I included quotes from experts to make the article more trustworthy. I used Qwoted (an expert-sourcing platform) for this. Articles with reliable sources are seen as more credible and usually get more links from other sites.
Example article with an expert quote: How to Work With Intimacy Coordinators
No value = not inside the content. It was that simple.
I added links to 6-12 other relevant pages on the site for each article, whereas many of the articles before the optimizations had 0 internal links. This helps both search engines and readers find more related content. Studies show that linking to other pages can help people stay on the site longer.
The “Main Points” section gave a quick summary of the main points, making it easier for readers to remember. Summaries help keep people engaged and reduce the chance of them leaving the page quickly.
I bolded important words and phrases so the article was easier to read. Making key information stand out helps readers find what they need quickly.
After implementing the optimization strategy, Wrapbook saw significant traffic growth across their blog and resource pages. Here are some key outcomes:
