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Whiddon YourLife: Driving SEO Performance Through People-First Content

by | 13 Sep 2024 | Uncategorised

Whiddon YourLife: Driving SEO Performance Through People-First Content
Elisenda Picart Valls
SEO Director
Ardent

Whiddon YourLife shows that great SEO isn’t just about algorithms—it’s about creating people-first content that truly connects and drives meaningful engagement.

Increase in total users six months

%

Increase in keywords within six months

%

Increase in blog conversions year on year

%

The Business

Whiddon, an award-winning Australian aged care provider, had an existing blog called YourLife, which provided information and insights about the industry and healthy ageing to their community. Using this platform, they wished to create regular and rich blog content to increase and optimise their visibility in search engines. In conjunction with our holistic SEO approach, we were responsible for providing recommendations and producing content to enhance performance.

The Challenge

The main challenge faced by the Whiddon YourLife Blog was its extended neglect. Zero content had been produced for the 8 months before the commencement of our campaign, resulting in a steady decline in traffic. Moreover, during this period, Google introduced the Helpful Content System & Ranking update, which sought to reward and rank what they deemed to be satisfying content for users. This presented a major missed opportunity for Whiddon to increase its organic search visibility during this early period.

Our Process

Keeping Google’s increasingly content-focused algorithm updates in mind, we aligned our SEO content and keyword strategy to direct users towards value-driven and people-focused content. Our process involved:

  1. Competitor Research: We conducted research into competitors of various sizes, establishing an overview of the existing high-value content produced by the market’s thought leaders.
  2. Content Gap Analysis: Based on this understanding, we identified and analysed content gaps within the Whiddon YourLife Blog. We focused on opportunities to create uniquely Whiddon content aligned with our targeted keyword strategy to maximise visibility within the market.
  3. Blog Strategy: We created a formalised blog template that included the topic, keywords to be targeted and a basic outline containing the potential subheadings to be used. This helped facilitate smoother production of the content and client communication.
  4. Production Strategy: We scheduled pieces to be regularly created every month, ensuring fresh content would constantly appear on the blog, increasing chances of search visibility.

The Impact

Our content creation efforts led to significant improvements in overall organic search visibility for the blog. In particular, the organic traffic and total number of keyword rankings began to increase while also driving conversions, especially when analysing the initial six months since beginning content production.