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Case Study: GrowSurf

64% Increase In Rankings By Refreshing Content

How BlitzBear helped a B2B SaaS company reverse declining organic traffic and increase article SERP rankings and new keywords through content refreshes.

Introduction

The client

GrowSurf is a B2B SaaS company in the marketing technology automation space. They offer a referral program software platform that helps businesses grow through word-of-mouth marketing. GrowSurf simplifies setting up and managing referral programs for tech teams.

In the competitive B2B MarTech sector, GrowSurf contends with numerous SaaS companies and marketing agencies for keywords, from new entrants to large enterprises with high domain ratings (DR). Despite this, GrowSurf has carved out a niche in referral marketing with its content.

Disclosure: The founder of GrowSurf also owns BlitzBear, developed to address his challenges with declining website traffic.

The client's blog
The client's blog

The problem

Due to the saturated market of SaaS companies in content marketing, GrowSurf experienced a decline in organic traffic and engagement, hindering their ability to attract new visitors and customers.

Despite having a top-rated referral marketing platform and positive customer reviews, GrowSurf struggled with Google visibility and effectively reaching their target audience. They had halted new content production for over a year before using BlitzBear and relied on existing blog articles for website traffic. This decline impacted lead generation and business growth, necessitating a strategic solution to reverse the trend.

Declining traffic
The client was experiencing declining traffic (Data source: Google Search Console)

The solution

To address the traffic decline, GrowSurf leveraged BlitzBear to optimize existing articles. They refreshed decaying content and optimized articles at scale, using BlitzBear's powerful SEO insights and recommendations.

By implementing AI-powered content refreshes, GrowSurf improved key SEO metrics, increasing content relevance. BlitzBear helped reverse declining traffic, enhance article rankings, and increase relevant new keywords.

BlitzBear content refresh
Clicks and impressions went up after refreshing content (Data source: Google Search Console)

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The results

Using BlitzBear was a success for GrowSurf, reversing the declining traffic trend. The content refreshes brought clicks and impressions back up.

Some of their oldest articles, which were 3-5 years old and written from 2019 to 2021, were refreshed. These articles, initially created without SEO expertise, showed significant improvements after the refreshes.

BlitzBear organic search increase
BlitzBear reversed declining traffic by refreshing just 22% of the site's existing content (Data source: Ahrefs)
BlitzBear keywords increase
BlitzBear also increased organic keywords (Data source: Ahrefs)

Summary of content optimizations

At the time of optimizations, there were 214 articles in the GrowSurf blog library. GrowSurf optimized and measured 47 existing articles (22% of total articles).

📈 Positive results
30 of 47 optimized articles increased in rankings (64% of total articles).
  • 24 articles significantly increased their rankings. For example, jumping from rank 31 to 1 would be considered significant.
  • 6 articles slightly increased their rankings (the change was noticeable, but not significant). For example, jumping from rank 91 to 78 would be considered slightly.
Neutral results
15 of 47 articles did not change in rankings.
📉 Negative results
Only 2 of 47 articles saw a slight decrease in rankings.
🗝️ Keywords
Organic keywords increased significantly across all ranking categories (1-3, 4-10, 11-20, 21-50, 51+).
  • 1-3 ranked keywords had significantly noticeable increases
  • 4-10 ranked keywords were slightly noticeable increases
  • 11-20 ranked keywords had noticeable increases
  • 21-50 ranked keywords had slightly noticeable increases
  • 51+ ranked keywords had slightly noticeable increases

Effects on article positions in Google

The content refreshes resulted in significant increases in SERP positions, with many articles making double-digit jumps. Several top-10 articles broke into the top-3 results. GrowSurf's articles showed noticeable improvements in SERP rankings, as tracked and measured in Google Search Console. The screenshots below illustrate these results.

SERP position jumped from 34 to 1
SERP position jumped from 34 to 1
SERP position jumped from 11 to 2
SERP position jumped from 11 to 2
SERP position jumped from 26 to 3
SERP position jumped from 26 to 3
SERP position jumped from 17 to 3
SERP position jumped from 17 to 3
SERP position jumped from 10 to 4
SERP position jumped from 10 to 4
SERP position jumped from 8 to 4
SERP position jumped from 8 to 4
SERP position jumped from 50 to 10
SERP position jumped from 50 to 10
SERP position jumped from 34 to 10
SERP position jumped from 34 to 10
SERP position jumped from 26 to 10
SERP position jumped from 26 to 10
SERP position jumped from 39 to 12
SERP position jumped from 39 to 12
SERP position jumped from 37 to 12
SERP position jumped from 37 to 12
SERP position jumped from 29 to 12
SERP position jumped from 29 to 12
SERP position jumped from 39 to 16
SERP position jumped from 39 to 16
SERP position jumped from 75 to 19
SERP position jumped from 75 to 19
SERP position jumped from 51 to 26
SERP position jumped from 51 to 26
SERP position jumped from 157 to 66
SERP position jumped from 157 to 66

Conclusion

GrowSurf aimed to defend against declining rankings, and the content refreshes yielded positive results, reversing downward trends in organic web traffic and keywords. Importantly, there were no observed Google penalties, as indicated by the increasing traffic charts.

GrowSurf refreshed 47 of their 214 blog articles, representing only 22% of their total blog content. Out of the 47 refreshed articles, 30 articles were observed with increased rankings. Future content optimizations on the remaining articles could result in even more positive increases in SERP rankings and traffic.

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