Case Study: Long-Format Content Drives Website Traffic, Exposure for Consumer Search

For Lawyers, Doctors, and Dentists

Last year the writers at Page 1 Solutions began consolidating content on our clients' websites into comprehensive, authoritative long-format pages. We began this process due to an emerging trend in search results that favored "one-stop-shop" pages that discuss a practice area in detail, as opposed to the shorter pages with numerous supporting items that performed well in the past.

I developed and began executing a 20-month long-format content rewrite plan for established Page 1 Solutions client Colling Gilbert Wright & Carter. I tracked performance data for my rewritten pages, and I am very excited to share the results of the transition to long-form content after 1 month, 3 months and 6 months:

As you can see, pages on the Colling Gilbert Wright & Carter website enjoyed a boost in traffic after their long-form consolidation. While we can't definitively connect this trend with the sizable number of actual consumer search queries for which the pages rank in the same time period (appearing in search results for anywhere from 40+ terms to over 140), it seems reasonable to say that gaining exposure for a wide variety of search terms increases visibility among prospective clients with a variety of different needs.

Creating authoritative long-form pages has additional benefits, including streamlined, easy-to-navigate menus and an increase in the time visitors spend on the site. And yes, each of the rewritten pages saw improved search rankings for high-level target keywords. However, appearing on the first page of search results for a single important keyword only tells part of the success story.

Today, we see the most value from positioning our clients competitively for the phrases consumers actually search in order to drive website traffic and convert visitors into leads.

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