Challenge
The challenge was to grow a client in the CBD niche from 0 to 20,000+ organic traffic within a
short span of 12 months. The CBD niche is particularly competitive due to Google updates and
FDA regulations, making it a tough nut to crack. The client’s website faced declining traffic and
loss of rankings for essential keywords, affecting their bottom line.
Solution
1. On-Page SEO Optimization:
Content Calendar: A data-driven content calendar was developed for six
months, supported by keyword research, focusing on MoF (middle of the
funnel) and BoF (bottom of the funnel) keywords.
2. Fixing Thin Content: Existing blog posts lacking structure and readability were revamped with clear subheadings, essential keywords, and content segmentation.
3. Resolving Keyword Cannibalization: Content audit and 301 redirects were used for underperforming content, while new content was strategically grouped to avoid cannibalization.
4. Updated Internal Link Structure: Site architecture was revamped, and related posts were grouped with added internal links.
5. Optimized Product and Collection Pages: Product and collection pages received updated content and metadata for improved SERP rankings.
6. Off-Page SEO Optimization: Reduced Use of Exact Match Anchor Text: Heavy use of exact match anchor text was reduced to 1-5% per post to avoid appearing as algorithm manipulation.
7. Built High-Quality Guest Post Backlinks: Guest posting on relevant websites with specific criteria, including visitor count, relevance, backlink profile, and PBN avoidance.
8. Technical SEO Optimization: Improved Core Web Vitals: The website, primarily driven by mobile traffic, underwent a redesign and transition to a CDN, with compressed CSS and JS files and the removal of redundant theme elements to enhance page load speeds and meet core web vitals.
9. Fixed 404 Errors: Analysis of server logs identified over 1800+ 404 errors, which were rectified to improve site authority and reliability in the eyes of search engines.
2. Fixing Thin Content: Existing blog posts lacking structure and readability were revamped with clear subheadings, essential keywords, and content segmentation.
3. Resolving Keyword Cannibalization: Content audit and 301 redirects were used for underperforming content, while new content was strategically grouped to avoid cannibalization.
4. Updated Internal Link Structure: Site architecture was revamped, and related posts were grouped with added internal links.
5. Optimized Product and Collection Pages: Product and collection pages received updated content and metadata for improved SERP rankings.
6. Off-Page SEO Optimization: Reduced Use of Exact Match Anchor Text: Heavy use of exact match anchor text was reduced to 1-5% per post to avoid appearing as algorithm manipulation.
7. Built High-Quality Guest Post Backlinks: Guest posting on relevant websites with specific criteria, including visitor count, relevance, backlink profile, and PBN avoidance.
8. Technical SEO Optimization: Improved Core Web Vitals: The website, primarily driven by mobile traffic, underwent a redesign and transition to a CDN, with compressed CSS and JS files and the removal of redundant theme elements to enhance page load speeds and meet core web vitals.
9. Fixed 404 Errors: Analysis of server logs identified over 1800+ 404 errors, which were rectified to improve site authority and reliability in the eyes of search engines.
Results
The results were impressive, with organic traffic growing from 0 to over 20,000 within the 12-
month period. Despite the challenges posed by the competitive CBD niche and regulatory
constraints, the strategic implementation of on-page, off-page, and technical SEO tactics
yielded significant improvements in rankings and organic traffic. This case study highlighted the
potential of SEO strategies in even the toughest niches and demonstrated the importance of a
comprehensive SEO approach.
Full Case Study
In this case study you will come to know about how we were able to grow a CBD client
of ours from 0 to 20,000+ organic traffic in only 12 months using on-page, off-page
and technical SEO strategies. I’ve documented the entire process on the changes we
implemented and the results they got during this time period. Here is the screenshot of
what we achieved.
When the client approached us to work on their website, it had a lot of issues. The traffic was constantly declining. Their main keywords had started to lose rankings. All this had a great impact on their bottom line growth.
Before we move on, I would like to point out that CBD is a tough niche to crack, especially with the recent Google updates and FDA regulations. It has become increasingly difficult to rank and maintain the rankings. But with the proper strategy and team, it can be achieved.
Before we move on, I would like to point out that CBD is a tough niche to crack, especially with the recent Google updates and FDA regulations. It has become increasingly difficult to rank and maintain the rankings. But with the proper strategy and team, it can be achieved.
Optimizing for On-Page SEO:
1. Planning out a content calendar:
We quickly observed inconsistencies in the client’s content updates on their blog. To address this, our team developed a data-driven content calendar for six months, backed by keyword research.
We began by pinpointing MoF (middle of the funnel) and BoF (bottom of the funnel) keywords, which the client’s audience favored, drawing from monthly search volume data, keyword difficulty, and SERPS analysis. We opted for MoF and BoF keywords because of their commercial potential and ease of ranking, ensuring immediate gains and enhancing profitability.
We then ramped up the publishing rate from 5-7 to 30 posts monthly.
For each article, we provided writers with a structured outline, including:
● SEO optimization guidelines
● Primary keyword
● The intended URL slug
● Associated keywords
● Pertinent internal links
● Content headings and subheadings
Thus, writers could enhance content quality using our guidelines, even without an in-depth SEO understanding.
We then ramped up the publishing rate from 5-7 to 30 posts monthly.
For each article, we provided writers with a structured outline, including:
● SEO optimization guidelines
● Primary keyword
● The intended URL slug
● Associated keywords
● Pertinent internal links
● Content headings and subheadings
Thus, writers could enhance content quality using our guidelines, even without an in-depth SEO understanding.
2. Fixed thin content issues:
Our client’s blog posts lacked proper structure and readability, missing key elements like headings and keyword integration. We revamped these posts, introducing clear subheadings and essential keywords. We also segmented content for better readability, optimized URL structures with primary keywords, and updated meta titles and descriptions. Some articles were enhanced with more detailed content when needed.
3. Resolved keyword cannibalization:
For eCommerce businesses with extensive inventories and similar product names, keyword cannibalization can quickly become an expensive problem.
To spot keyword cannibalization, a variety of tactics are available.
One of the most comprehensive options is to perform a content audit. This includes grouping similar content, analyzing traffic, impressions, metadata, and more to visualize potential cannibalization issues.
Here is what we did for the client:
For existing content: We applied 301 redirects on underperforming content to redirect visitors to a better version of similar content.
For new content: For content that we produced, we first compiled a list of all the keywords from Ahrefs related to our niche and used a keyword clustering tool to properly group keywords with similar intent and avoid cannibalization.
To spot keyword cannibalization, a variety of tactics are available.
One of the most comprehensive options is to perform a content audit. This includes grouping similar content, analyzing traffic, impressions, metadata, and more to visualize potential cannibalization issues.
Here is what we did for the client:
For existing content: We applied 301 redirects on underperforming content to redirect visitors to a better version of similar content.
For new content: For content that we produced, we first compiled a list of all the keywords from Ahrefs related to our niche and used a keyword clustering tool to properly group keywords with similar intent and avoid cannibalization.
4. Updated internal link structure:
Upon reviewing the client’s site architecture, we determined a revamp was necessary. We cataloged all the site posts, then grouped related ones and added internal links throughout.
Here’s an example:
Is CBD Legal In Us
is CBD legal in Florida
is CBD legal in Utah
is CBD legal in Arizona
is CBD legal in North Carolina
is CBD legal in Minnesota
is CBD legal in Wisconsin
is CBD legal in Mexico
is CBD legal in New York
is CBD legal in Hawaii
Here’s an example:
Is CBD Legal In Us
is CBD legal in Florida
is CBD legal in Utah
is CBD legal in Arizona
is CBD legal in North Carolina
is CBD legal in Minnesota
is CBD legal in Wisconsin
is CBD legal in Mexico
is CBD legal in New York
is CBD legal in Hawaii
5. Optimized product and collection pages:
After a review of the client’s product and collection pages, we observed a significant content and metadata deficiency. We updated these pages with optimized content and metadata, enhancing their SERP ranking and driving more traffic. Consequently, these pages now rank notably higher on Google.
Optimizing for Off-Page SEO:
6. Reduced use of exact match anchor text
While Google isn’t against exact match anchor texts, misuse can appear as algorithm manipulation. Our client’s heavy use of exact match anchor text led to decreased traffic and rankings. We advise capping exact match anchor texts to 1-5% per post. The client adjusted previous anchors, and our new backlinks incorporated a variety: exact match (limited to 1-5%), partial match, branded, generic, and naked links.
While Google isn’t against exact match anchor texts, misuse can appear as algorithm manipulation. Our client’s heavy use of exact match anchor text led to decreased traffic and rankings. We advise capping exact match anchor texts to 1-5% per post. The client adjusted previous anchors, and our new backlinks incorporated a variety: exact match (limited to 1-5%), partial match, branded, generic, and naked links.
7. Built high-quality guest post backlinks:
As we worked on fixing the exact match anchor text issue, we started building new backlinks by guest posting on different relevant websites.
We exported all the relevant websites from Ahrefs and did a manual email outreach using Lemlist. We offered to write a high-quality 1000 words guest post on their blog.
But we only approached those websites that met these criteria:
● All referring domains must have at least 500/visitors per month
● Backlinks must be from relevant domains at least one-year-old
● Backlinks must be from sites with no previous history of drastic traffic spikes, especially a decrease in traffic
● The website must have a healthy backlink profile
● The website must not be a PBN
Optimizing for Technical SEO:
8. Improved core web vitals:
After analyzing the client’s website, we found it wasn’t mobile-optimized, even though mobile was the primary traffic source. We collaborated with their developers for a redesign and transitioned the site to a CDN. The CSS and JS files were compressed, leading to faster downloads and read times. We also eliminated redundant theme elements, reducing site bloat. These enhancements significantly improved page load speeds and met the core web vitals and mobile experience criteria for all landing pages.
We exported all the relevant websites from Ahrefs and did a manual email outreach using Lemlist. We offered to write a high-quality 1000 words guest post on their blog.
But we only approached those websites that met these criteria:
● All referring domains must have at least 500/visitors per month
● Backlinks must be from relevant domains at least one-year-old
● Backlinks must be from sites with no previous history of drastic traffic spikes, especially a decrease in traffic
● The website must have a healthy backlink profile
● The website must not be a PBN
Optimizing for Technical SEO:
8. Improved core web vitals:
After analyzing the client’s website, we found it wasn’t mobile-optimized, even though mobile was the primary traffic source. We collaborated with their developers for a redesign and transitioned the site to a CDN. The CSS and JS files were compressed, leading to faster downloads and read times. We also eliminated redundant theme elements, reducing site bloat. These enhancements significantly improved page load speeds and met the core web vitals and mobile experience criteria for all landing pages.
9. Fixed 404 errors:
After examining the client’s server log over two months, we checked for any 404 errors on landing pages. Server logs, containing data from Google’s crawlers, offer invaluable insights about a website’s performance.
As you can see on the bottom right of the image, the website had a WHOPPING 1800+ 404 links from the log file analysis. This means that the Google crawl bot had crawled all these pages and saw the 404 status code.
Having such a high number of errors erodes your authority and credibility in the eyes of a search engine.
Why would Google rank your content if a significant chunk of your site is not working? From their perspective, you’re an unreliable source to satisfy user intent.
Just fixing these URLs significantly increased the website’s organic traffic.
Conclusion:
Thanks for diving into this CBD SEO case study with me! Remember, SEO is a blend of art and science. Whether it’s small tweaks or major revamps, the right changes can make a significant difference in SERP rankings and conversion rates. If you’re interested in our Services, feel free to drop me a message.
