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How Content hub implementation improved the SEO ranking

2020-07-16

Content HUB on Tabbli.com

In this report, I show the impact of two activities over the Tabbli website and how it improved the traffic and engagement of our audience. Inspired by Nail Patel’s article and benefits and my own experience with looking for information online.

Our actions

Action 1. Launching the Challenge project powered by Tabbli on Product Hunt as Product of the day brought us about 2000 narrow targeted visitors from the nocode community around the world. Middle of March.

Challenge - the Product of the day on Product Hunt Challenge - the Product of the day on Product Hunt

Action 2. Creating a Content Hub. Where each content item is connected to all other relevant items automatically by tags. For example, when you open some video lesson page you’ll see all the most relative other videos, questions, solutions, articles, webinars. It is enough to point a few relevant tags for each content item and it works automatically. More tag matching the higher content shown. Smooth improvement started in early April.

Fig 1. Relative content items for the certain video-lesson page. Fig 1. Relative content items for the certain video-lesson page.

For each Tag we have a separate page with all relative articles, solutions, questions, etc

Fig 2. The Tag page with all relative content items Fig 2. The Tag page with all relative content items

Let’s look at the results.

Search performance

On the chart from Google Search Console (Fig.3), we can see two top bursts as the result of the Product Hunt launching of Challenge project (first one) and Product Hunt’s weekly newsletter in a few days (second).

Fig 3. Google Search Console performance 2020 01-06 Fig 3. Google Search Console performance 2020 01-06

Comparing the charts of January-February 2020 (Fig.4) with the same of March-April 2020 (Fig.4) we can see how Google Search impressions increased eight times from 970 to 7890. And total clicks increased six times from 90 to 522

Fig 4. Google Search Console performance 2020 01-02 Fig 4. Google Search Console performance 2020 01-02 Fig 5. Google Search Console performance 2020 03-04 Fig 5. Google Search Console performance 2020 03-04

Search queries

Let’s look at how search queries have been changed. We can see only clicks by bran name in Jan-Feb 2020 (Fig.5) and not so interesting other queries about rental property inventory

Fig 6. Search queries Jan-Feb 2020 Fig 6. Search queries Jan-Feb 2020

But in Mar-Apr we can see only very relevant requests about “nocode database” and “nocode web-app”. Moreover, we confidently take positions on the first page of search results (Fig.7)

Fig 7. Search queries Mar-Apr 2020 Fig 7. Search queries Mar-Apr 2020

And we became visible by 1940 keywords vs 410. It also reflected on the keywords ranking by Nail Patel API report (Fig.8)

Fig 8. SEO keywords ranking Fig 8. SEO keywords ranking

The quality of the audience

How it impacted the audience in comparison to April with March (Fig.9).

  • We have fewer visitors because we avoided inappropriate users.
  • But we decrease the bounce rate for 16%
  • And increased page views for 44% and Average session duration for 135%
  • This result is expected. Because people can get all the relative information continuously step-by-step in depends on how deep they are going to dive there.

    Google, meanwhile, sees a positive change in visitor behavior. It understands that people find what they are looking for and they are satisfied with it. And thus automatically improves our position as well.

Fig 9. Acquisition Channels in compare of April with March by Google Analytics Fig 9. Acquisition Channels in compare of April with March by Google Analytics

How it affected sales

Frankly speaking, I can’t show you the sales report. But trial registration is the first step in our funnel

I’d say not so bad for the early-stage product. As a result from almost 0.

Fig 10. Trials counter Fig 10. Trials counter Fig 11. Monthly Tabbli trial registrations. Fig 11. Monthly Tabbli trial registrations.

To sum up

  • Product Hund launching gives only the short temporary traffic and doesn’t work too long. It wasn’t launching of Tabbli but the launching of another product powered by Tabbli. Maybe because of it.
  • A systematic approach to improving content provides stable and continuous growth. The results did not fall after the peak rise and fall of interest from Product Hunt after implementing the Content Hub functionality.
  • Helping people in getting useful and honest information, we allow them to dispel fears and doubts. Or vice versa to understand that our product doesn’t suit them. In both cases, they are satisfied.
  • Content HUB measurable benefit in 2 months:
    • Google Search clicks increased 6x (90 -> 522)
    • Google search visibility increased 8x (970 -> 7890 impressions)
    • 10 keywords of 195 rank in position 1 to 10
    • Trial App registrations increased from 1 to 25-30
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