Perfect Keto's Rise Against the Tide

CLIENT

Company Snapshot:

Perfect Keto – Pioneering America’s Keto Movement

Perfect Keto stands tall as America’s #1 keto brand, leading the charge in the health and wellness space.

Their product range, renowned for its use of natural ingredients, isn’t just a boon for those following a ketogenic lifestyle. It’s a testament to clean, healthy eating, making it an excellent choice for anyone committed to a healthier diet.

Digital Significance:

Their online platform isn’t merely an e-commerce portal. It’s a hub of knowledge and resources. The Perfect Keto blog is the backbone of their digital strategy, driving a massive 85% of their lead generation.

One standout feature attracting a significant user base is their keto calculator page, a tool essential for many in determining their diet metrics.

WEBSITE

OBJECTIVES

In the face of the declining keto trend and mounting challenges, our engagement with Perfect Keto was steered by clear, strategic objectives:

“Steering Perfect Keto Towards Digital Dominance”

Primary Objective

Stabilizing and Boosting Organic Traffic: Amidst the declining trend in the ketogenic diet, the foremost goal was to halt the decrease in organic traffic on the Perfect Keto blog. Beyond stabilization, the ambition was to revitalize and increase the organic traffic, especially directing it towards the shop.

Secondary Objective

Elevating Organic Visibility: With an ambitious target set against the backdrop of a 30% YoY trend decline, the challenge was not just to match the previous year’s metrics, but to outdo them. The aim was to boost PK’s blog organic visibility by more than 30% YoY, thereby ensuring Perfect Keto not only remained a market leader but further extended its lead, effectively pushing Perfect Keto ahead in a contracting market.

Tertiary Objective

Dominance in Keyword Clusters: PK’s Keto Calculator page, a significant lead generator, was losing its foothold. The objective was to reclaim its supremacy in search rankings, especially for the “keto macro calculator” keyword cluster. Alongside this, establishing a strong presence for other core keyword clusters was of paramount importance.

CHALLENGES

The journey to enhance Perfect Keto’s digital presence was not without its challenges. Here’s a snapshot of the obstacles we faced:

1. Shifting Dietary Trends: The ketogenic diet, once riding a wave of popularity, was witnessing a 30% YoY decline. This natural downturn was a significant headwind, directly affecting Perfect Keto’s blog traffic and lead generation.
2. Erosion of Organic Traffic: 85% of Perfect Keto’s lead generation hinged on their blog traffic. The diminishing traffic, particularly to their flagship keto calculator page, was a pressing concern, making it imperative to arrest the decline and initiate growth.
3. The E-E-A-T Challenge: In the vast sea of health information online, standing out requires robust E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) credentials. Over the years, due to improper strategies, Perfect Keto found itself outperformed by larger informational competitors such as Healthline and DietDoctor, causing significant traffic losses.
4. Volume vs. Value: With a vast archive of over 800 blog articles, not all content was serving Perfect Keto’s strategic interests. Many articles had unbalanced or outdated information, inadvertently undermining their E-E-A-T standing.

Staying Agile with Google’s Algorithm Updates: The digital landscape is never static. With Google releasing 20 algorithm updates during the engagement period, staying abreast of changes, deciphering their implications, and recalibrating the strategy was a herculean task.

STRATEGY AND APPROACH

To navigate the challenges and achieve our objectives, we devised and executed a multifaceted strategy:

“Crafting the Blueprint: Our Roadmap for Perfect Keto’s Organic Revival”

1. Comprehensive SEO Audit: Our first step was to go back to basics. We initiated a detailed SEO audit, identifying sub-optimal areas of the website. From broken internal links and on-page tags to schema optimizations and PageSpeed, this audit laid the groundwork for our ensuing interventions.
2. Deep Dive into Content: With over 800 blog articles, it was essential to sift through the good, the bad, and the outdated. We undertook a thorough content audit, manually reviewing each article to gauge its relevance, accuracy, and E-E-A-T compliance.
3. Strategic Content Repositioning: Articles not central to the core keto niche were earmarked for migration. Based on individual E-E-A-T evaluations, decisions were made—whether to refresh, rewrite, remove, or retain each article. This systematic approach ensured that Perfect Keto’s content repository was lean, relevant, and authoritative.
4. Staying Ahead with E-E-A-T: A dual-track E-E-A-T audit was conducted. This involved assessing first-party content (on Perfect Keto’s platform) and third-party content (external websites, references, and authors). The resultant action lists led to enhancements such as detailed author information pages, editorial guidelines, and bolstering third-party author credibility.
5. Content Creation Framework: To ensure consistency and quality, we introduced a detailed prompt for authors. This covered the expected article structure, entities, concepts, and semantic scoring. By setting clear expectations, we were able to amplify the quality and relevance of each piece of content produced.
6. Real-time SERP & Competitor Analysis: In the ever-evolving world of SEO, staying stagnant is akin to moving backward. Our team continually monitored SERPs and competitor strategies. This helped us to adapt fast, especially during key algorithmic updates such as Google’s broad core update in May 2022 and the helpful content update in December 2022.
7. Revamping the E-commerce Experience: The shop wasn’t left behind. Product pages underwent multiple iterations, adapting to Google’s ever-evolving expectations. Emphasis was placed on expanding informational content, adding FAQs, tweaking schema structures, and pivoting keywords to more general terms to capture a broader audience.

EXECUTION

While having a robust strategy is vital, execution is where the rubber meets the road. Here’s a glimpse into how we operationalized our blueprint for Perfect Keto:

“Turning Strategy into Action: Our Hands-On Approach with Perfect Keto”

1. Structured Rollout: We sequenced our action items from the SEO audit, starting with quick wins like fixing broken links and on-page tags. This ensured immediate improvements while setting the stage for more intensive interventions.
2. Content Calibration: Armed with our detailed author prompts, the content team embarked on the journey of refreshing and rewriting articles. Their guidelines, which encompassed article structure, core concepts, and semantic directives, ensured that every piece produced was of the highest quality, resonating with both users and search engines.
3. Iterative Improvements: As we received data from our ongoing SERP and competitor analysis, we made real-time adjustments. Whether it was fine-tuning an article’s structure or revisiting internal linking strategies, our approach was dynamic.
4. Shop Enhancements: Collaborating with Perfect Keto’s product team, we ensured that changes made to the shop’s product pages were aligned with our SEO objectives, while still staying true to the brand’s essence.
5. Algorithmic Agility: With every new algorithm update from Google, our team dove deep into research, recalibrating our strategies as needed. Perfect Keto’s digital presence was not just maintained but enhanced with each change.

RESULTS

Our collaboration with Perfect Keto was not just about strategies and actions; it was about achieving measurable results. Here’s a summary of the significant milestones we achieved:

“Perfect Keto’s Digital Triumph: The Tangible Outcomes”

1. Organic Traffic Resurgence: Amidst the declining trend of the ketogenic diet, we managed to defy the odds. The blog saw an impressive 17% increase in organic traffic YoY, while the shop witnessed a 10% organic traffic boost YoY, as validated by Google Search Console.
2. Visibility Skyrocketed: It wasn’t just about traffic; it was about being seen and recognized. From the time we started our collaboration in August 2021, Perfect Keto’s organic visibility surged by 42%, as gauged by industry-leading tools like Ahrefs.
3. Lead Generation Boost and Keyword Dominance: Key to Perfect Keto’s lead generation, the “keto macro calculator” keyword cluster underwent a remarkable transformation. From a middling average position of #9, we catapulted it to a dominating #1 position. Similarly, the “keto cereal”, “best keto pasta”, “keto collagen” clusters, just to mention a few, now reigns supreme at the top of the first search engine results pages.
4. Featured Snippets Bonanza: Featured snippets are prime real estate in search results. From holding just 11 featured snippets in July 2021, Perfect Keto now boasts a staggering 835 featured snippets as of November 20, 2023, marking an exponential growth in this coveted search position.

CLIENT TESTIMONIAL

Zac is an SEO expert. He has deep knowledge across all areas of SEO including content strategy & development, technical on-site SEO and link building. While working together he was able to increase our site’s visibility and traffic in an extremely competitive market while overall searches were decreasing. Additionally Zac is fully self-sufficient and able to execute without detailed guidance or direction.

Mike Morris, Perfect Keto CEO