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Case studies

The AlpInsider Story: 2K to 30K monthly visits in 8 months

When our partnership with AlpInsider began, AlpInsider was serious about increasing authority and conversions in the mountain sports niche but was yet to plan or create any content. 

It’s now been 16 months since we started working together and AlpInsider has generated nearly 2 million impressions and gone from 0 to 1,000 daily visits from organic search. More importantly, over 65% of these visitors are clicking on CTAs and more than 6.5% are converting to affiliate program sales.

With the most recent month providing an 32% increase in search traffic from the preceding month, AlpInsider shows no signs of slowing down.

How we did it — SEO content planning & topic-expert writing

Brand discovery

All partnerships start with a brand discovery call. It was crucial that we clearly understood AlpInsider’s goals from the get go since they would drive our content strategy and be at the centre of everything we do.

We also took our time to thoroughly understand AlpInsider’s brand values and stylistic preferences. This enabled us to create guidelines and style guides that ensured our content would align with AlpInsider’s vision.

Keyword research, content planning & brief creation

Using Ahrefs and Google Keyword Planner, we conducted in-depth keyword research based on the sub-niches AlpInsider wanted to build authority in. These mostly consisted of mountaineering and cross-country ski topics.

We dug into each viable keyword we found, analysing its SERPs (search engine results pages) to understand how AlpInsider could outrank competing articles. 

Asides from the basics – low keyword relevancy and overall domain authority – one thing we assessed in particular was relevant topic expertise. We knew our topic-expert writers (which include lifelong mountaineers and ski instructors) would give us a significant one-up over any competitors lacking in this area.

We then mapped each keyword to a compelling article title, relating primary keywords to secondary keywords to create an efficient and high-impact SEO content plan. AlpInsider reviewed the plan and confirmed it was confident in its alignment with the project’s goals.

Upon AlpInsider’s confirmation, we moved on to brief creation. This involved researching each of the associated SERPs in more depth to ensure the articles would be optimised to outrank competing articles. Each brief provided clear information and structure to guide writers in concisely answering search intent and providing maximum value to the reader.

Assigning topic experts and producing the content

Our topic-expert content teams are a USP we’re extremely proud of. In our Google updates case study, we demonstrate how our topic expertise has allowed our clients to thrive on changes to the Google Search algorithm and significantly outperform the market.

First, we appointed an account manager with years of experience in content marketing to act as AlpInsider’s single point of contact and oversee the project. 

Our account manager then assigned writers with expertise and authority in topics relevant to AlpInsider’s content plan. These included Michael Graw, a Washington-born mountaineer and outdoors writer with decades of experience in the alpine, and Timo Holmquist, a ski instructor and former mountain trail builder.

Seeing Michael and Timo’s author bylines, readers would know they could trust the content. This means that readers would read more of the content and interact more with it–factors that Google considers in its rankings.

SEO benefits aside, Michael, Timo and other subject-matter experts provide real-world experience in their writing that generalists simply cannot compete with. To build real authority in your niche, topic-expert writers are a must.

Reporting and enhancing results

Each month, we presented bespoke data reports that clearly demonstrated how AlpInsider’s content was performing. 

Our reports also identified any site-health issues that should be addressed as well as any opportunities to enhance content performance, including adding internal links and extending certain articles to target new keywords.

What happened next — From 0 to 1,000 organic daily clicks in 16 months

In the last 16 months, we have planned, written, edited and uploaded 77 articles and 140,025 words on behalf of AlpInsider. The site was brand new when we uploaded the first article and had zero domain authority (according to Ahrefs and Semrush).

Over this period, these articles have:

  • Generated over 2.3 million impressions
  • Surpassed 18,500 clicks per month from organic search
  • Achieved a record 1,014 organic search clicks in a single day
  • Seen over 65% of visitors click on CTAs;
  • and more than 6.5% convert to affiliate program sales

Gaining authority from high-quality organic backlinks

Though it depends on client goals, our content plans typically contain a certain amount of content designed to be shareable by authoritative websites.

In AlpInsider’s case, one of these articles was a data-rich research piece on why climbing Everest is so deadly. We gathered the most trustable data from multiple sources on Everest deaths vs. summits over the years and wrote a summarised report that gained notable media attention.

The article was organically referred to by relevant, high-authority websites like Climbing.com and SkillsYouNeed.com. It’s likely that strong links like these helped AlpInsider to outrank some of its more established competitors.

AlpInsider experienced month-on-month growth, so the most recent month is the most impressive

As displayed in the chart below, AlpInsider reached new all-time highs in the last 30 days.

The peak comes on the most recent day on record – November 19th – as the site saw 1,014 organic search traffic and 21,679 impressions in a single day. For reference, the best in the previous 30 days was 557 organic search traffic and 13,974 impressions, meaning the new traffic record was an 82% jump from the one experienced in the previous 30-day period.

Organic search traffic for the whole of the last 30 days was 18,200, which is 47% higher than the 12,400 achieved in the previous period.

Summary of AlpInsider’s month-of-month growth

It’s worth noting that due to Christmas and the fact AlpInsider primarily targets the US consumer market, Q4 (Oct-Dec) is naturally expected to be the biggest quarter of AlpInsider’s year.

Therefore, rather than solely focus on growth statistics from this period, it makes sense to also present the month-on-month growth experienced over the duration of our partnership:

Key takeaways from the above table:

  • No month shows a decrease in traffic versus its preceding month
  • Growth became steadier after we got things off the ground
  • Average month-on-month growth for the last 10 months has been 31%

Can this continue? AlpInsider’s future growth

While these statistics are impressive, they’re admittedly inflated by the fact AlpInsider had no traffic when our partnership began. Since AlpInsider had only 61 organic search traffic in October 2021, it had to grow an enormous 21,703% to reach 13,300 organic search traffic by October 2022. This growth is virtually impossible to repeat at scale. However, our robust processes that enabled the growth can be repeated at scale. 

Therefore, while we anticipate growth to steadily slow down as traffic increases, we aim to increase AlpInsider’s traffic by 250% in 2023 and 75% in 2024. With forecasts for the end of 2022 also accounted for, this would result in 138,000 monthly organic search traffic by the end of 2023 and over 240,000 by the end of 2024.