How Express Writers Gained Over 300 Keyword Positions In One Day in Google (Case Study) | Express Writers

How Express Writers Gained Over 300 Keyword Positions In One Day in Google (Case Study)

by | Nov 9, 2015 | Updates

The other day, I was poking around in my favorite SEO analytic software of choice, SEMrush, checking on our rankings. My team at Express Writers has a Guru subscription there that allows us to see detailed analytics of our site–and I mean detailed. We see a ton of keyword position data down to the most recent keyword ranking change of our site in Google, as of just an hour ago. (If you haven’t already, go check out SEMrush here.)

Well, a couple days ago I was doing my biweekly SEO audit of all of our keyword positions and pulling keyword data for new content. I was shocked to see that the positions changes mapped a huge spike: as of October 28, 302 new keyword gains. In 24 hours. And our traffic had spiked up to the most I’d ever seen: 1,251 people on one day.

Express Writers rankings

What Exactly Are We Doing In Google?

Let me give you a little look at exactly how we’re getting and maintaining our positions with Google before I delve into the recent major keyword growth.

1. Content

We write and publish about 3-4 blogs on our site a week, ranging from 1,000-3,000 words each. So since 2011, we have 642 blogs published on our Wordpress site (this one makes 643):

Wordpress Express Writers

This isn’t counting the hundreds of guest blogs I’ve placed on places like SiteProNews, Search Engine Journal, Social Media Examiner, and more.

Also, we have about 50-80 website pages, maybe 400-800 words each.

2. Traffic

So, with that insight into just how much we publish, now it’s time to see what the results are. We have some serious organic traffic. I’ve never placed a Google paid ad in all my four years of business; and never will. I believe in great content brainstorming, writing and publishing, and it is what is keeping us strong. And sometimes just this process can take me 40 hours a week. It isn’t easy, but it is thoroughly worth it.

SEMrush puts our traffic at a value of $6,800 (what we would pay if we were paying for ad clicks). We have 3,000 keywords indexed in Google, with over 100 in the top 5 positions of Google. We’re outranking a large number of our competitors in the content creation niche.

Express Writers total traffic

Let’s look at the graph on the right a little deeper:

traffic growth


This month we have the most site traffic we’ve ever had, with 1,251 people visiting in a single day the first week of November.

3. How We Gained 300+ Rankings In One Day

Here’s what I saw that stopped me in my tracks the other day. I clicked on Position Changes under Organic Research, in SEMrush:

Express Writers new rankings

See that? 302 new rankings in a single day!

Clicking on what was “new,” some of these showed we were position 11 for “modern copywriter,” #3 for “copywriting companies”, and #19 for “website content”:

new rankings

The orange bar below showed we’d lost 200 keywords. But clicking on that, I saw they were mostly unrelated keywords—like “express for her,” “sprinkles icing,” and more.

Except for a few pivotal ones we’d lost a few positions on (looks like I need to refresh some old SEO content), the “lost” weren’t too bad. 

How The Heck Did We Get 300+ Keywords In One Day?

I have a couple theories.

First, Google RankBrain is out. It came out two days before our rankings showed a major spike. Read my blog on RankBrain here. RankBrain is an AI system that basically could be replacing Google’s old way of doing its algorithm, and it exposed 15% of the web that Google hadn’t shed light on before. I’m sure RankBrain is showing a lot more website owners rankings they didn’t know they ever had.

RankBrain means we’ll all be able to see a whopping 15% more in analytics and positions online that our sites and content are ranking for—all the more reason to start publishing great content!

Secondly, Google has still been rolling out Panda, AND, topical trust flow has recently been making big waves (it’s replacing PageRank and focuses on reporting relevant content in higher rankings). Topical trust flow weight could be mostly likely why we lost our unrelated rankings, too. All this is probably tied into the quality of the RankBrain AI.

Lastly, we’ve been working hard on our content. Over the past month, I’ve revamped and improved our blogging and content publishing quality.

Here are just a few of the changes:

  • SEO audit of our blogs (I just corrected 35 “bad SEO” blogs, rewrote their meta descriptions and edited the copy, over the last 3 weeks, and took them to green SEO on the Yoast plugin)
  • More SEO research and keyword planning with SEMrush for each post
  • Heavier research and analyzing of topics and what goes into each post
  • Custom drawings and illustrations, like this one, for many of our posts
  • At least one infographic written, designed and published per month
  • Re-purposing of infographics into SlideShares, RSS content to pull guest traffic
  • Email marketing bi-weekly that sends a blog roundup to our subscriber list

We Know What It Takes To Help You

To end this post, I’d like to emphasize that any one of our clients can see these results. We’re not only writers with pens over here. My team not only writes great SEO optimized content, but we plan it, too—and we use SEMrush! Our team includes strategists that map out monthly editorial calendars for our clients, audit websites to remove anything that could be hurting websites, and similar services.

We’ve seen content success truly happen for us – this post proves that – and we know exactly what it takes to get even a brand new website client onboard with publishing great content that gets both the eye of a reader and Google (albeit if Google, a robotic eye).

If you’re ready to get serious about content and thus, your rankings and readers, check out our Content Shop!