SEO ALONE COULDN’T CUT IT

As a tech-savvy graphic designer, Ben Armengolli knew how to optimize the existing website for his new employer, Boulder Bibs. But tweaking title tags and optimizing the site’s existing content wasn’t proving to be enough to move the needle.

Boulder Bibs

Business Case Study | Printing shop

THE

PROBLEM

Writing posts was a huge time suck and wasn't even bringing in qualified leads. Ben needed to refine his keyword strategy and find an outsourced solution for content writing.

As a new player in the niche space of race bib printing, Boulder Bibs needed more than an optimized website. They needed new content to get them noticed on search engines. As their team dutifully began blogging, however, they realized two things:

Creating content was a huge time suck
Writing wasn’t one of their strengths

Overwhelmed, they turned to Verblio. They requested content from our writers around general running keywords, and we delivered.

As hoped, traffic increased. The team was stymied, though: the traffic wasn’t translating into customers. Frustrated, they went back to the SEO drawing board.

THE

SOLUTION

Ask Verblio writers to create posts that targeted race directors—Boulder Bibs' target buyer.

Ben and his team changed their strategy. They started thinking like their target buyers. They refined their keyword strategy to account for topics that race directors would be most interested in — think “7 Tips for Organizing a Great 10K” versus “5 Best Shoes for Trail Running” — and their writers in the Verblio community were able to pivot seamlessly to meet their new targets.

Benefits to boulder bibs

Working with a writer who was also a runner and knew the lingo

Freed up time for Ben to focus on other important aspects of the business

Publishing articles from Verblio took just five minutes a week

We were already saving the Boulder Bibs team time and providing them with effective content that was driving traffic. The flexibility of our platform, however, enabled them to experiment with new keywords as they better refined their target audience.

THE

IMPACT

Ben's strategy worked. Boulder Bibs ranked on page one of Google for four of their critical keywords.

Because they had already spent the time optimizing their existing site, Boulder Bibs was able to hit the ground running with their new, targeted content. After just two months of consistent blogging with their Verblio-supplied articles, they were ranking on the first page for four of their critical keywords.

Organic search result for 'race bibs'

More importantly, they were getting the traffic they needed: race directors. The team’s relief was palpable as they saw their efforts and experimentation pay off in skyrocketing sales.

Sometimes successful content marketing takes a bit of trial and error. By adjusting their SEO strategy—and having a content partner who was able to keep up—Boulder Bibs was soon supplying bibs for everything from nationally-recognized names like Ironman and Tough Mudder to small, local races.