MetroKitchen – Blog SEO Case Study
Background
By 2007, MetroKitchen was a reputable name in the upscale kitchen market online. To humanize the brand, MetroKitchen searched for a way to extend its reach and online customer engagement. Launching a blog was a new way to reach customers and drive a personal feel to the brand.
Challenge
In keeping with the trend, MetroKitchen initiated a blog via WordPress in 2007 to connect with its customers. This digital space featured engaging stories about industry conferences, new arrivals, and exclusive promotions, providing a human element to the brand. However, despite its rich content, the blog didn’t attract the traffic or interaction the brand hoped for.
Solution
In a lightbulb moment in 2011, the brand introduced a game-changing feature to the blog: “Dear MetroKitchen.” This column leveraged real questions from customers to create insightful blog posts. Aided by keyword research, the blog soon began concentrating on these consumer-centric issues, addressing the precise queries people were searching for online. Team members wrote the content, which meant real-world experience using and understanding the products.
As the blog became more focused on helping customer issues, the blog dropped the “Dear MetroKitchen” moniker.
Results
Keywords in top position:
Blog traffic growth over time:
The blog boosted organic search traffic and played a significant role in increasing brand visibility and incremental sales.
Takeaway
The “Dear MetroKitchen” column offered a twofold benefit. It acted as a digital customer service portal, answering the very questions consumers were likely to ask. As people increasingly turned to the internet for information, MetroKitchen was already there with answers, gaining a clear competitive advantage.
The brand enriched the blog content through focused keyword research for topic ideas, making it more directly beneficial to its target audience.
Furthermore, WordPress proved invaluable, providing an SEO-friendly platform that streamlined content creation, sidestepping the complications often associated with using e-commerce platforms as a content repository.
Why Papaya Search?
We used modern and holistic SEO techniques to take advantage of the changing algorithm and new Google Search results page features. By bringing real-world experience with products to the blog, we created unique content tightly bound to the products MetroKitchen sold.
By staying attuned to search trends and leveraging contemporary digital techniques, Papaya Search successfully transformed MetroKitchen’s digital footprint yet again into a potent channel for customer engagement and revenue.
Papaya Search was an outstanding asset to the MetroKitchen.com team and had been for more than a decade. Bobby is always on the lookout for the latest ideas in SEO and SEM to keep his clients at the forefront.
Lynn Clarke, Former CEO of MetroKitchen.com
