Common Room doubled organic search traffic by Investing in Content Marketing

Common Room demanded a strategic shift that fuels search visibility and organic traffic uplift. That’s why they turned to VertoDigital to create a content strategy that ensures all content materials are built to increase Common Room’s expertise, authority, and trustworthiness, feeding Google’s E-A-T signals and stimulating organic growth. 

Here we took a two-dimensional approach to improve performance by 

1. Building highly-optimized topic clusters 
2. Improving content creation and editorial process 

By going with this plan, we addressed Common Room’s need for better industry positioning using topic clusters and enhanced performance for non-branded visibility by improving their editorial process. 

Choosing the right topic clusters 

Common Room looked for topics that best suited their company’s brand strategy while identifying topic cluster possibilities. Here is how they did the selection: 

1. Choosing pillar topics – It all starts with a prioritization
2. Identifying supportive subtopics
3. Creating a few content pieces per each subtopic 
4. Finding gaps in competitive search content 
5. Building authority to the pillar topic with a bottom-up approach

Upgrading content creation and editorial process – A solid content development and editorial process was designed to achieve preset goals and serve the project’s purpose. The bases covered in the newly implemented editorial process are: 

1. Brushing up content structure
2. A to Z topic optimization with highly-related information
3. Fine-tuning general tone of voice
4. Enhancing interlinking 
5. Leveraging “proof-of-claim” method for external linking.