Benefits of Content SEO for Ecommerce
Meta Title: Benefits of Content SEO For Ecommerce – Vamossy Case Study
Meta Description: How much of a difference can content marketing make? In this case study you can learn about managing your expectations for E-commerce Content SEO’s effects.
Industry: E-commerce (Virtual gaming products and services)
Website: www.rpgstash.com
Domain Age: 22 Years
Domain DR: 43
Challenge: Increase organic customer acquisition and improve search engine rankings for key products and categories by publishing related content on the e-commerce website’s blog.
Project Execution
The project was launched in 2023 July by interviewing copywriters from onlinejobs.ph, and recruiting two of them. The plan was to test the efficiency of content marketing on multiple games and markets. Over the next 1,5 years, the two copywriter created 700 articles. 200 in Diablo 2 Resurrected, 300 in OldSchool Runescape, 100 in Path of Exile, and 100 in Diablo 4.
All content had been created at the highest quality we could strive for, aiming to achieve SEO results.
Results
As can be seen on the screenshots, the store’s visitor count continuously increased, except for an unrelated issue in 2024 May (a new SEO manager disavowed highly valuable links). The article performance results varied greatly, depending primarily on the game/market they were created for.
Diablo 4: Despite producing a relatively high number of articles, we did not achieve significant improvements in visitors, or in rankings. The reasons were plain and simple, the competition was just too overwhelming by the time we entered the market.
Diablo 2 Resurrected: The game was released in November 2022, and experienced a loss of players over time. Rpgstash was established in Diablo 20 years ago, so the website had plenty of game related visitors, resulting in the articles ranking at the top of google quickly. The 200 articles generated between 20 to 60k organic visitors monthly. Over the same period the store’s rankings for the most competitive buyer intent Diablo 2 Resurrected terms improved from 5th to 2nd, partly due to the successful content marketing.
OldSchool Runescape: Rpgstash has been a major Runescape store for 20 years, so the articles ranked fairly quickly in high positions. Overall we managed to generate up to 60k Runescape visitors per month for our 300 articles, and the store’s rankings improved from 5th to 2nd position for the most important buyer intent search terms.
Path of Exile: Rpgstash was a relatively new competitor in Path of Exile, with little relevant traffic. Thus, the articles ranked very slowly, improving continuously until they reached their final positions after up to 1.5 years. By the end of the experiment, we had 40 to 120k monthly PoE visitors, and the main buyer intent rankings improved significantly, boosting the store to the first page.
Backlinks: By the end of the project, with 200k+ monthly organic visitors for our articles, most of the website’s new backlinks has been acquired by the articles, successfully improving backlink equity.
Conclusion
If done right, content marketing is clearly a worthwhile investment for better SEO results, if a website has the potential to rank well for the search terms.
Our suggestion – Consider Content Marketing as a long term SEO Investment. Ask for guidance from multiple content marketing consultants, so you can start your project with realistic expectations.
Note – Content Marketing will only yield results if the publisher can improve on an article’s SEO ranking factors compared to other articles at the top of the search results. Make sure to produce the most competitive, SEO optimized articles!