Authority SEO Case Study: 3.6k to 5.8k Monthly Organic Traffic Growth

What if you could skyrocket your organic traffic —without creating new content from scratch?

That’s exactly what we did for our B2B client, using a strategic mix of content optimization, link building, and UX improvements.

The results?

Since the start of the campaign, the client’s monthly organic traffic increased by 58.72%, from 3,689 to 5,855 monthly users.

How did we achieve this?

In this SEO case study, we’ll break down exactly how we implemented these changes—and how you can apply the same strategies to your own website.

Let’s dive in.

A Closer Look At The Case Study

Our client is a U.S.-based payment solutions provider for businesses across a range of industries.

Before joining Search Logistics, the client struggled with limited visibility for key service-related search queries.

Our goal was to boost organic search traffic by expanding their reach through a greater focus on targeted keywords.

The Biggest Challenges We Had To Overcome

The most pressing challenges that we overcame during the course of this campaign were:

Create A Plan Of Attack

Once we identified these challenges, we crafted a comprehensive strategy to recover from the drops and accelerate the client’s growth.

Here’s a breakdown of the steps we took to optimize the website and improve its search visibility.

If you’re facing similar challenges, this approach can help you achieve better results.

Step #1: Demonstrating E-E-A-T

Upon conducting a thorough analysis, we identified a critical issue: the site lacked sufficient Experience, Expertise, Authority, and Trust (E-E-A-T).

This made it challenging for the site to rank well, particularly in a competitive niche where credibility is vital.

To address this, we needed to strengthen the site’s E-E-A-T signals.

Here’s how we approached this challenge and the key actions you can also take for your own site.

What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authority, and Trust.

It is a concept introduced by Google in its Search Quality Evaluator Guidelines, a document that emphasizes the importance of high-quality content that demonstrates firsthand:

E-E-A-T helps search engines determine the reliability of your content, especially for topics where accuracy and credibility are critical, such as health, finance, and legal advice.

Why Should You Care About E-E-A-T?

Although E-E-A-T isn’t a direct ranking factor or part of Google’s algorithms, it plays a vital role in how Google evaluates the quality of content.

Google relies on various signals as indirect indicators of E-E-A-T to assess whether a page or site demonstrates sufficient levels of credibility, expertise, and trustworthiness.

This is particularly crucial for websites in the “Your Money or Your Life” (YMYL) category. These are niches where content can significantly impact an audience’s physical, financial, or mental well-being.

For example…

A website offering medical advice (e.g., tips on managing chronic pain) must clearly establish E-E-A-T signals, as the content could have serious consequences for users’ health decisions.

People are far more likely to trust advice from a licensed healthcare professional or clinic than from someone without proper qualifications or medical authority.

By demonstrating this criteria you can not only gain your audience’s trust but also help Google recognize your site as a reliable and credible source to rank.

Tips On How To Demonstrate E-E-A-T

Follow these tips if you want to improve your E-E-A-T:

1. Optimize Your Content With Our Free Tool

You can use this free search quality rater tool to check your content against all 180 pages of Google’s quality rater guidelines automatically.

It only takes a couple of minutes to setup…

…but then it will output detailed step by step advice on how to add EATT signals to your content like this:

It doesn’t get much easier than that!

2. Optimize Your About Us Page

Your “About Us” page is a key opportunity to showcase your business’s credibility and build trust with both users and Google.

Frequently mentioned in Google’s guidelines, it helps Quality Raters and visitors assess the E-E-A-T (Experience, Expertise, Authority, Trust) of your site.

When potential customers are deciding whether to buy from you or hire your services, the About Us page is often where they turn for reassurance.

Use this page to highlight your business’s story, expertise, and the people behind your brand.

Here’s what to include:

✅ Your Story:

Share the history of your business—who founded it, why it was started, and its mission.

✅ Team Details:

Introduce the people behind your business, including their specializations, professional accomplishments, headshots, and links to social profiles or individual emails for added credibility.

✅ Credentials:

Highlight achievements like awards, industry accreditations, qualifications, big clients or projects you’ve worked on, case studies that demonstrate your expertise.

By creating a compelling and transparent “About Us” page, you’ll not only build trust with your audience but also improve your site’s authority in the eyes of search engines.

3. Add Author Information

Author bios are a valuable way to showcase credibility and expertise directly on your content pages.

By clearly identifying the author, you build trust with both readers and Google, reinforcing the idea that your content is written by a reliable source.

Here’s what to include in an effective author bio:

Adding this information helps establish the author’s authority and assures readers that your content comes from a knowledgeable and trustworthy source.

4. Improve Your Online Reputation

A strong online reputation is a key factor in influencing consumer decisions—and Google understands this.

That’s why its Quality Raters consider online reviews as a key indicator of a website’s E-E-A-T (Experience, Expertise, Authority, Trust).

To enhance your online reputation, focus on gathering positive reviews across trusted platforms like Google Reviews and Trustpilot.

Target industry-specific review sites for added credibility, for example:

Building a positive reputation not only reinforces your authority with Google but also establishes trust with your audience, positioning your website as a reliable source within your industry.

5. Make It Easy For Users To Contact You

Ensuring users can easily contact you and access key customer service details is essential for both user experience and credibility.

Google’s Quality Raters specifically look for contact information as part of their evaluations.

Here’s how to make it seamless:

✅ Dedicated Contact Page:

This page should provide clear instructions on how users can reach you. Include phone numbers, email addresses, and your physical address.

✅ Header Navigation:

Add a link to your contact page and consider including a clickable phone number or email address for instant access.

✅ Footer Navigation:

Display a short contact form or key details like your address, ensuring they’re visible across your site.

For eCommerce sites, you should also provide detailed customer service information,such as:

…directly on your website.

This improves user experience by helping visitors find answers quickly while reducing repetitive inquiries to your support team.

Step #2: Boosting Domain Authority Through Blogger Outreach

Link building is crucial for improving a website’s authority and search rankings.

For this client, we used a blogger outreach campaign to acquire high-quality links, boosting domain authority and supporting E-E-A-T.

Finding the right blogs manually is time-consuming, but AI tools can streamline the process without sacrificing quality.

By automating blogger outreach, we enhanced our link-building strategy, improving both efficiency and the site’s credibility.

Below, we’ll show how we used AI tools to build authoritative links that also strengthened our client’s E-E-A-T.

Link Prospecting

One of the most effective ways to build highly relevant, natural links is by finding sites that already reference topics related to your content.

These websites are more likely to link to your resource because they have already shown an interest in the subject.

Pitch Creation

Your pitch is the most important part, it’s what will make or break your chances of getting a backlink.

But before that, understanding why a site linked to similar content helps you craft a more compelling pitch.

When analyzing backlinks, ask yourself:

For instance, if a website links to a 2024 study on AI tools, and your content features updated 2025 AI trends, pitch them on why your data is more current.

Once you’ve got this, you can start to craft your pitch.

Your pitch should:

1. Be Personal – Mention their article by name and reference a specific point or section that you particularly liked.
2. Explain the Value – Show why linking to your content enhances their piece as opposed to your competitors or the existing link on that page.
3. Be Direct – It’s possible that these websites get lots of similar emails, so keep your pitch short, sweet and to the point.
4. Make it Easy – Provide the exact URL and suggested anchor text so that they can easily add it in.

Here’s an example:

Subject: Quick note about your [Article Title]

Hey [Name],

I just finished reading your article on [Topic]—great breakdown on [specific point]. I especially liked how you [mention something specific about their article].

I noticed you linked to [Competitor’s Content] as a resource for [Topic]. I recently put together a more up-to-date version that includes [new data, additional insights, or a case study].

Here’s the link: [Your URL]

Would love to hear your thoughts—let me know if you think it’s a good fit!

Best,
[Your Name]

Targeting sites that already reference your topic makes your outreach more:

Step #3: Optimizing Underperforming Pages

Not all content performs as expected.

Some pages rank lower than they should, while others get traffic but fail to convert.

Instead of rushing to create new content from scratch, optimizing underperforming pages can often yield faster SEO wins.

Here’s a step-by-step approach to identifying and optimizing pages using Ahrefs:

Identifying Underperforming Pages

To optimize effectively, first, you need to find pages that:

How to Optimize Underperforming Pages

Once you’ve identified which pages need work, here’s how to optimize them:

1. Optimize The Page Title & Meta Description:

Make the title more engaging (use numbers, power words, or curiosity-driven phrases).

Also make sure that it includes the main keyword as close to the beginning of the title as possible.

Remember:

Users tend to scan the first few words of the title to see whether the page is relevant to their search.

Adjust the meta description to highlight a clear benefit or CTA. Give the searchers a reason to click through to your page instead of your competition.

2. Update Headings (H1, H2s):

Ensure headings match search intent and where possible, try to add secondary keywords naturally in subheadings.

3. Improve Internal Linking:

Make sure that your page has internal links pointing to and from relevant pages. This’ll help ensure Google’s crawlers find it.

4. Identify Content Gaps:

Check the top ranking competing pages for your target keyword and see what they’ve done differently.

Ask yourself:

• Have they covered the topic in more or less detail?
• Have they included more visual content i.e. images, charts, videos?
• Have they structured their content better?
• Have they included unique content that nobody else has i.e. statistics, case studies, customer testimonials/reviews?

For example, when looking at the top ranking competitor for the keyword “best catfish bait”, we can see that the top ranker has included an FAQ page.

5. Improve Readability & UX:

Break up any long paragraphs that may look daunting into small, more manageable paragraphs. Use:

…to add a visual aid that is more engaging than plain text.

By identifying underperforming pages and making incremental improvements, you can push them higher in rankings without creating new content from scratch.

Step #4: Improving Usability & Functionality Of Important Pages

There are certain best practices that you should follow when it comes to improving the usability and functionality of your web pages.

For example, even if you have the best content in the world, if it isn’t presented or formatted in the right way, it won’t be half as effective or useful for your users.

In the same way, there are certain things you can do, to enhance your users’ experience of your site.

Breadcrumb Navigation

Breadcrumbs are a secondary navigation system that helps users track their location within a website’s hierarchy.

They appear as a series of clickable links, typically at the top of a page, showing the path from the homepage to the current page.

Google also uses breadcrumbs to understand site structure i.e. the relationship between different pages.

Here are the key things you need to know about implementing breadcrumb navigation:

1. Identify The Right Breadcrumb Setup For Your Site:

There are three types of breadcrumbs that you can use.

2. Use A Clear, Logical Structure :

Breadcrumbs should reflect the actual hierarchy of the website, helping users understand their position.

3. Make Them Clickable:

Each level should be a clickable link, allowing users to move backward effortlessly.

4. Keep Them Concise:

Avoid overly long breadcrumb trails; they should be easy to scan.

• ✅ Home > Electronics > Laptops > Gaming
• ❌ Home > Electronics > Computers & Accessories > Laptops > Gaming Laptops

By streamlining breadcrumb paths, users can quickly understand where they are on your site without unnecessary clutter.

5. Use Schema Markup:

To improve the chances of your breadcrumbs appearing in search results, implement BreadcrumbList structured data on your pages.

This helps Google understand your site’s hierarchy and display breadcrumbs in search snippets, enhancing click-through rates.

For detailed implementation guidelines, refer to Google’s structured data documentation.

Find out more about how to implement breadcrumbs here.

Blog Optimization

A well-structured blog enhances user experience, keeps visitors engaged, and helps search engines understand your content hierarchy.

Two key optimizations: Table of Contents (TOC) and Related Posts can improve:

1. Add A Table Of Contents For Easy Navigation

A Table of Contents (TOC) helps users (and search engines) quickly understand your blog’s structure, making it easier to navigate long-form content.

It also:

When implementing a TOC, make sure that you place the TOC at the beginning of the article but make it sticky (always visible) so that users don’t have to scroll all the way to the top to navigate to another section.

Also make it clear where the user is on the page (i.e. which section they’re currently on).

This small detail helps gauge where they are in the context of the overall page.

2. Encourage Deeper Exploration with Related Posts

A “Related Posts” section helps users discover additional relevant content, keeping them engaged and increasing page views.

Here’s what you should consider:

By strategically placing highly relevant related posts, you create a better user experience, improve engagement, and strengthen internal linking—all while guiding users to valuable content.

Main Menu Improvements

Your main menu plays a bigger role in your website’s performance than you might think.

It serves as a crucial touchpoint for both users and search engines to access and understand your website’s content hierarchy.

A poorly designed main menu can negatively impact:

So, here’s how you can make sure your main menu is optimized for both users and search engines:

1. Avoid Overcrowding:

Limit the number of items in your main menu. Overcrowding confuses users and dilutes the importance of key pages.

Aim for 5-8 items to keep the navigation clean and focused.

This also helps pass more authority from your homepage to the most important pages.

2. Placement Is Key:

Place your menu at the top of the page for easy access.

Position important pages like “Services” or “Products” at the beginning, and “Contact Us” at the end, following the primacy and recency effect to enhance usability.

3. Optimize For Mobile:

For mobile users, use a hamburger menu to maximize screen space.

This simple icon expands to display the main menu, allowing for easy access without overwhelming the user.

4. Be Consistent In Formatting & Styling:

Ensure consistent styling across your website.

If a menu item changes color or underlines when hovered, maintain this style throughout the entire site for clarity and seamless navigation.

Following the above practices will ensure that your site’s functionality reflects on that users and search engines will both appreciate.

Results

Since the start of the campaign, the client’s monthly organic traffic increased by 58.72%, from 3,689 to 5,855 monthly users.

The number of keywords that the client ranks for within the Top 10 positions of Google grew from 295 to 1,179.