My client runs an affiliate business in the electric vehicle industry, which focuses on providing detailed EV charger reviews and industry insights. He needed help diversifying his traffic sources after the Google core update significantly impacted both his traffic and revenue in March 2024.
The primary goal of the project was to quickly turn around the situation and find alternatives to offset the losses. My task was to implement a strategy that would stabilize and generate sustainable revenue.
Strategy & Approach
- We identified YouTube as a key platform for reaching a broader audience interested in electric vehicles. This strategy was key to quickly drive sales.
- We understood the importance of building a direct line of communication with the audience so we focused on launching a weekly newsletter. The content strategy for the newsletter included industry updates and links to my client’s high-performing affiliate content.
- We performed an SEO audit of the site and then decided to focus on optimizing existing blog articles with the potential to rank and de-index those that were too competitive and difficult to rank.
Quick Wins
- We created and published a series of YouTube product review videos featuring mid-range products, which contributed to a 20% boost in monthly revenue.
- We grew the newsletter’s mailing list to 5,000 readers in 6 months. This traffic source has allowed us to redirect some subscribers to revenue-generating pages on the website.
- We improved 25 blog articles.
- I set up an efficient workflow to support weekly newsletter editions, and repurse content for other platforms.
My Role Now
I am responsible for managing the operations of the newsletter, running campaigns to grow the mailing list, and performing A/B testing to optimize our key metrics.
I am also involved in video content production, including research and video direction.
Takeaways
This project has equipped me with the knowledge to create a strong online business model that can withstand future algorithm changes. The SEO industry is experiencing the most significant changes ever in 2024, and while I am staying updated with the latest developments, I am also expanding my skills in other aspects of Digital Marketing.