How do you get your business to the top of Google search result pages, especially if you’re a new business owner with barely any PR connections or thousands of dollars to run paid ads?
This case study guide is your answer to ranking on the first page of search results. My blog post on launch copywriting is currently ranking for 10+ keywords on page one of Google, and my website has a domain authority of 10/100.
But that’s not all. I get inquiries from people needing launch copy support, who find me through Google Search.
Amazing, isn’t it?
So, to the question you’re curious about—how did I do it?
TL;DR: I used the pillar-cluster content model. In this case study, I’m going to show you, step-by-step, what I did to rank for more than 10 relevant keywords. But first, let me share this…
The idea behind the blog post
I see creative entrepreneurs asking the same questions over and over again in Facebook groups, on my Instagram profile, and anywhere else they get the chance.
”How do you write a copy of a launch?
I wanted to answer all their questions about launch copywriting, and not just in a brief way. According to the Detailed SEO extension, the blog post is 3000+ words long. I wrote the blog post to teach them everything they need to know about creating copy assets for their launch.
It’s no wonder it resonated with many people.
So before you worry about “topping the SERP,” ensure that you’re sharing RELEVANT information. That’s the key!
Now, let’s talk about the big question lingering in your mind.
How is a single blog post ranking for more than 10 keywords on page 1 (and from a website with a domain authority of 10/100)?
Post ranking in position 1 (note: featured snippets are in position 0).
- What is launch copywriting – position #1
- Launch copywriting for coaches – position #2
- What is a launch copywriter – position #3
- Launch copywriter for coaches – position #3
- Launch copywriting for creatives – position #4
- Launch copywriter for creatives – position #4
- Launch copywriting – position #4
- Launch copywriter – position #4
- Launch copywriting for course creators – position #5
- Launch copywriter for course creators – position #6
That’s the tea I’m about to share with you now.
Case study: Ranking a blog post on the SERP for 10+ keywords
The blog post is one of my pillar content, and I used the PCC strategy to make it rank.
Pillar content is a post that gives a thorough explanation of a particular topic. It links out to other lesser posts (cluster content) that explain each part even further.
5 things made the ranking of this post a success:
1. It’s an in-depth guide
Humans appreciate good details, and so do search engines. This blog post includes six H2 subheadings—and five of them can easily be standalone cluster content.
So, whether you’re a new business owner or one who is already established, the blog post caters to all your needs about writing copy for your launch. Where there isn’t enough detail, it links to another post that explains the point better.
In my ideal client’s eyes, I’m taking the time to provide helpful information for free. And in the eyes of search bots, I’m sharing detailed guides that provide deeper insights than an 800- or 1000-word article.
2. I used relevant keywords—naturally
It’s a vital part of SEO to use terms your ideal clients might be searching for. I do keyword research to find questions my ideal clients are asking, low-keyword difficulty terms, and long-tail keywords.
According to the data on Google SERP and Keywords Everywhere, people who search the term “launch copywriter” are also interested in knowing: how to start copywriting, launch copywriting examples, etc.
In the post, I talked about copywriting examples you need for a product or new launch. I also talked about how to do it yourself.
3. I wrote the post for my audience, not search bots
Really, SEO is not just about keywords. So, trying to stuff keywords into a post because you want it to rank will only put off your audience and land you a Google penalty. Because even search engines care more about the experience of readers than you know.
Everything about the post was focused on making my content relatable and understandable for my readers. This is why the post has received lots of love from coaches and creatives just like you. And the more people share your content, the more search bots consider it relevant and valuable—and so, rank it.
4. My SEO is spot-on
I put effort into having a good on-page and content SEO score. Here’s the proof of how I did with this post, according to RankMath’s WordPress plugin:
Behind my copywriting business is a full-scale SEO content boutique agency, which I operate to help high-growth brands increase blog traffic and user growth.
So, when it comes to doing SEO right, I don’t play.
Here are some of the steps I took to ensure that my on-page and content SEO clicked for this blog post:
- Post formatting. As you can see (in the blog post), the article is well formatted and in a hierarchical order: H1 > H2 > H3 > H4. Also, I wrote simple 1-3 line paragraphs. There is nothing like a wall of text because I want to keep my audience engaged
- Image optimization. I add enough images to every piece of content. It’d be tiring for my readers to go through 3000+ words without an image. Then, I add alt texts to every image I upload
- Metadata. I optimized the meta title and meta description for this post, as well as the URL.
- Keyword optimization (not stuffing). I added semantic and long-tail keywords naturally in places like my metadata, headings, and body of the blog post.
5. I linked to other related blog posts
The SEO power you gain from the pillar-cluster content strategy comes from internal linking. The launch copywriting blog post contains several links that point to other related content pieces on the blog.
Linking to other blog posts within my website tells Google that I’m an expert in this subject matter—launch copywriting. This allows search bots to rank and show more of my content to people looking for help with launching and copywriting.
You can top the SERPs with a small website
Contrary to popular opinion, your small website can rank. You don’t need to publish 50 posts a month or chase after every PR manager you find online. You can do it with a few strategic posts using my pillar-cluster content approach.
Stay consistent, and you’ll start seeing results in as little as 3–6 months. If you’d like a done-for-you approach to blog ranking, get the blogging kit.
Will you be next?
Want website copy that puts you in the spotlight?
Oh hey, starting a business takes a hell of courage (and scrolling all the way down here takes a lot of interest). So, if you’re ready to turn your ideas into irresistible offers using sales-worthy copy, you’re in the right place.