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Challenge: There were many posts on the QuickBooks blog that were similar in topic and under 500 words. The low word count and keyword cannibalisation affected their rankings and had a negative impact on traffic and conversions.

Goal: Consolidate these similar topics to create long-form content and create a cluster strategy to connect related content to each other.  

Results: An increase in traffic to the QuickBooks blog by 5% YoY as well as an increase in conversions by 93% YoY. 

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Challenge: Sobeys content archive was outdated and needed to be refreshed with new data and insights.

Goal: Produce content that connects our in-store offerings with current market insights, data, and relevant food trends to drive engagement and relevance.

Results: Through cross-functional collaboration with the merchandise team and the use of customer and audience insights, we created a content strategy that reflected customer demand while aligning seamlessly with in-store offerings. This strategy drove a 79% YoY increase in traffic.

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Challenge: There were many topics across the QuickBooks blog without a solid internal linking strategy. This resulted in smaller but important posts losing traffic and rankings.

Goal: Create clustered topics that would drive traffic to the more minor posts on the QuickBooks blog.

Results: With a strong interlinking strategy and content organized into similar topics, we were able to increase traffic to the blog by 20% YoY