Content strategy · SEO
2015–2019
Adzuna Australia
I built Adzuna Australia’s content function from scratch, growing monthly visitors from 2,903 to 64,641 in 16 months.
Client
Adzuna Australia
scope
Content strategy · SEO
year
2015–2019
duration
Four years (blog results measured over 16 months)
Overview
The brief.
Adzuna’s Australian blog had little traffic and no content strategy. My job was to turn it into a real source of organic search traffic.
The Challenge
The opportunity was obvious, but nothing was in place to take it.
Job seekers and employers actively search for HR, employment law and career advice, but the blog wasn’t capturing that traffic. There was no content pipeline, no keyword targeting and no editorial calendar. And most recruitment content is forgettable: ranking well also meant writing things people actually wanted to read.
the solution
Research first, then the system, then consistent execution.
I studied what made content succeed in this space and, using BuzzSumo and a research framework I built, developed a method for spotting topics before they trended. I created the content calendar, workflow and production system from close to nothing, and mapped the search terms worth winning for both job seekers and the small and medium businesses hiring them. Every article took technical or HR-heavy subject matter and made it practical and engaging. I wrote and published every article myself, about 10 a month for almost two years, with no paid promotion. Beyond the blog, I wrote more than 1,000 published pieces for the site, including job profiles and location guides for Adzuna’s expansion into New Zealand.
The results
Monthly visitors up 2,127%: 2,903 (June 2017) to 64,641 (October 2018)
11 times higher within the first 12 months
No paid promotion: posts were only shared on Adzuna’s Facebook page
Most-read article: 101,916 pageviews
Average time on blog pages: 3 min 20 sec, against a 1 min 18 sec site average
1,000+ published pieces across the site
Numerous articles on page one of Google for key search terms
Visitor figures from Ben Phillips; pageview figures from Adzuna’s Google Analytics, filtered to blog pages.
testimonial
“At Adzuna, I have had the pleasure of working with Marianne for close to two years… Marianne’s knowledge of HR related topics is superb. She has a real knack for writing about topics that could be considered dry in an entertaining and engaging manner. Every single article Marianne has contributed to the Adzuna blog over the past 18 months has been well-researched and of an extremely high quality. Numerous articles Marianne has written for Adzuna appear on the first page of Google for key search terms.”
Ben Phillips
Media and Content Manager, Adzuna
