Again Faster & GW Copywriting
Content Marketing and SEO Consultancy
ON THIS PROJECT I DELIVERED
SEO-friendly product descriptions that enticed the customer to purchase more at-home gym equipment.
High-quality blog content that helped improve Again Faster’s already impressive trust and authority it the home gym space.
Provided weekly reporting on SEO performance and website traffic using tools like SurferSEO Audit and AHREFS.
Background Information
I was approached by Again Faster as they were in need of a complete revamp of their product pages, and they needed a structure putting in place that would ensure they could create high-quality content on a regular basis.
They had noticed that competitors such as MIRA FIT, who has less experience in the home-gym space, had started to eat into their organic traffic, and they wanted to ensure they continued to dominate the market.
They asked me to help by producing some high-quality, SEO-friendly product descriptions before using my SEO experience to generate content ideas and kick-start their blog strategy,
Challenges to Overcome
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Since Again Faster entered the gym equipment market, many new companies have entered the space, spurned on by the COVID pandemic and the shortage of gym equipment. Competition for high-rankings was higher than ever and AF were feeling the pinch.
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As a former professional cricketer and email marketing manager at PureGym for many years, I had a strong understanding of some of the more technical terminology.
However, not all of the AF audience did, so it was important to write in a manner that showed off our expertise without alienating our audience.
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Some of the old product pages on the AF website were, well, old! Fortunately, AF were addressing the issue alongside producing new content, so this challenge was only minimal.
My Approach
Product descriptions
To begin with, I wanted to jump on a call with the team and discuss the current content process, their thoughts in more detail, and generally get a better understanding of the scope of the project.
It is here that I also laid out my intentions and plans, to ensure complete transparency over what AF were asking for, and how I planned to achieve it.
I started by gathering as much information as I could for the product description rewrites. That included requesting detailed specs about each product, in some instances combing through instruction manuals for granual nuggets of information.
I also provided AF with a detailed review of their top competitors, identifying what they did well, and where we could beat them.
From there, I established the keyword or search phrase we wanted to tackle with each product description, running it through my SurferSEO account to establish secondary keywords, and other essential SEO information such as word count, heading volume, and so on.
I then also provided a URL suggestion, meta description variations, and ALT image text, for optimal performance.
Blog strategy
Next, we needed to craft a detailed blog strategy, so that the in-house team had a clear content plan to follow to help increase the organic traffic coming to the AF website.
To do this, I used AHREFS to establish high-volume and low-competition keywords in the home-gym space. While Again Faster already had a solid Domain Rating, and could’ve probably competed for some of the more difficult keywords, it was important to tackle the low-hanging fruit and easy wins first, growing the teams confidence, before going after the more competitive keywords.
Once I have established 50 keywords that the AF team were happy with, I ran these keywords through a tool called Keyword Cupid, to help map out everything we needed to cover on that subject to become known as the topical authority on the subject.
In recent algorithm updates, Google has placed even more emphasis on topical authority, and in a world where bland, uninspired AI content is getting generated and posted without thought, ensuring we completely covered subjects was our ticket to improving organic traffic.
Once those keyword clusters were established, I created a master spreadsheet for each team member to work off, setting up outlines in SurferSEO for the team to follow for the best performance. As they went, they could tick through the spreadsheet to keep track of progress, and pick up new keywords when finsihed with an article.
This process was specifically designed to work with or without me involved, as my contract with AF was a short-term deal. The objective was to create a system that the team could implement in the long-term, and I would say we were successful on this front.
Work Samples
The Results
As you can see from the graph below, my short time at AF has helped the brand slowly begin to grow its traffic once more, closing in on 5k unique visitors per month, with a much more organised and structured internal content team.
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