While Boss Hunting’s content was still relevant to its target demographic, the fact that much of it was out-of-date meant that it failed Google’s “freshness” test and wasn’t ranking well.
Moreover, the publisher’s “siloed” approach to story reporting — writing one article on a subject before moving on to the next topic — meant the site as a whole struggled to build much topical authority and missed out on appearing in Top Stories.
To tackle these problems, we introduced the team to a more systematic approach to reporting, based around Google Trends and a content pillar/cluster strategy.
This approach involved using Google Trends to create stories that resonated with Boss Hunting’s audiences, before then building content clusters around news stories to build E-A-T. This approach quickly helped Boss Hunting become the leading publication for the 18+ male demographic in Australia in July 2021, according to Nielsen.
Our efforts also included developing strategies to make the site’s content more engaging, while minimizing the resources needed to achieve this. We advised on standardizing workflow with regards to optimizing existing content — stories like “The best Netflix shows in June” could simply be updated for the next month rather than be rewritten from scratch.
Boss Hunting’s use of evergreen content allowed it to avoid creating and publishing similar material, maximizing its resources in the process.
With this remodeled body of content, the publication saw its organic traffic climb by 107% year on year as of May 2022.