The weight loss vertical is extremely competitive in digital spaces, and new competitors were vying for their piece of an already crowded market. Nina Hale was challenged to develop content that would improve the effectiveness of paid and organic search marketing campaigns related to the client’s core business – helping people lose weight.
We started by conducting a content audit and determined that the site needed stronger content related to the core business of weight loss. The NH team moved to optimize a single landing page for “weight loss” by updating on-page content to focus solely on weight loss-related keywords.
300% Increase in organic visits to a top landing page
Before optimization by Nina Hale, the page received about 100 organic visits per month. Post-optimization, organic visits to the page increased by more than 300%. As an added benefit, AdWords quality scores for several terms in a highly competitive vertical increased, and the page is consistently among the top 10 landing pages on the site as a whole.
“By optimizing a landing page for a single term, we experienced incredible success in a highly competitive market.”
- — Leslie Gibson
- Associate Director of Content Marketing
- Nina Hale, Inc.