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Case Study: How We Improved Clera’s Search Visibility Using SEO & Blog Content

Elijah-Blue Vieau
Written By
Elijah-Blue Vieau
Published On
May 11, 2022
Clera Windows + Doors logo

Clera Windows + Doors is one of Canada’s largest and most reputable vinyl window manufacturers and installers, with over 40 years of experience servicing home and business owners in Ontario.

In 2020, we noticed a dip in their website traffic and knew we had to find the cause. Overall, we identified three main challenges we needed to solve:

  1. How do we address technical issues and structure the website for SEO growth?
  2. How do we gain more keyword visibility in Toronto?
  3. Do we continue our organic SEO efforts through blog content creation?
 A screenshot of Clera Windows + Doors’ website

Our Strategy

From a technical SEO perspective, Clera Windows had a few core issues like a bad URL change, unnecessary redirects, and a wide variety of crawl errors that caused their site to lose visibility in previous years. We completed an in-depth SEO audit which involved restructuring their Windows section URL structure, eliminating old redirect chains, and improving their website load time across all devices. 

From a keyword perspective, Clera had been struggling for a while to rank favourably at home for keywords like “toronto window replacement” and “windows toronto”. To remedy this, we kicked off 2020 with a full on-page audit and rewrite of their location page, improving the presence of relevant search terms in key areas on the page. Once the page was refreshed, we re-submitted it to Google’s index to let them know changes had been made.

Coming off the back of these audits, we decided to continue with our content production throughout 2020, publishing a total of 48 blogs over the course of the year. Topics ranged from glass film to replacement windows to sunroom ideas, with a heavy emphasis on keywords that were gaining a lot of search traffic at the time and how we could tie them to seasonal themes. 

Fresh content is one factor that is taken into account by search engines like Google when it comes to determining a page’s ranking in the search results. Google utilizes a variety of algorithms in order to provide users with the most up-to-date information related to their search. We capitalized on its recency bias by publishing a large volume of content for Clera Windows + Doors in 2020.

The Results

Website and Content Audit

Clera started off 2020 with 2,970 keywords competing in Google’s organic search results, with 298 of those ranking on page one. By the end of 2020, Clera had 7,971 keywords competing in search with 714 of those ranking on page one, resulting in a growth of 168% across the board. 

Screenshot of Clera Windows’ 7,992 competing keywords in 2020

To add to this, we took their location page from 20th to 1st position for “toronto window replacement” and gained 30+ more top ten rankings in their primary market.

Screenshot of Clera Windows’ jump in Google position history

Blog Content Production

We also saw significant growth in the amount of organic traffic driven to Clera’s website via their blog posts. In 2020, Clera’s blog accounted for 19% of their overall website pageviews, increasing from 14% in 2019. Their consistent organic content efforts earned them more traffic to their blog than any other section on their site.

Chart of Clera Windows’ increased blog traffic in 2020 compared to 2019

The three top-performing blogs in 2020 were:

The Power of SEO With The Influence Agency

As a legacy client of The Influence Agency, we knew we had to do whatever it took to help Clera get back on track for their organic growth goals. 

With a combined effort of technical SEO and blog writing services, we were able to not only gain back the traffic they had lost but take their brand even further than before.

Want to learn how we can do the same for you? Contact us today to get started.

ABOUT THE AUTHOR

  • Elijah-Blue Vieau is the Director of Digital Marketing at TIA. Outside of digital, he's an unknown multi-instrumentalist, dedicated hugger, and tree climber.

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ABOUT THE AUTHOR

  • Elijah-Blue Vieau is the Director of Digital Marketing at TIA. Outside of digital, he's an unknown multi-instrumentalist, dedicated hugger, and tree climber.



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