CB World carries one of the largest selection of radios, antennas, mounts, and other CB accessories available online.
A neglected, unnecessary blog was doing more harm than good for this retailer.
Blogs are fantastic marketing tools when they provide lots of value to the reader. This was not the case with CB World’s blog, and without the investing in more resources it was unlikely to improve.
The decision was made to get rid of the blog and migrate five or six posts that were driving traffic as authoritative articles to the main site. We also redirected the rest of the URLs (approx. 100-200) that were of lower quality to related category pages.
Immediately after pruning/migrating the pages, organic traffic increased by 4.3 percent. In the following few weeks, organic traffic was up 4.9 percent, organic transactions were up 4.65 percent and organic revenue was up 32.12 percent.
As you can see in the above graph after the change was made in September, traffic stayed higher overall than the previous year before the changes had been made. By cutting out pages that weren’t doing any good, the organic traffic increased.
Though there were a few good pieces of content on the blog, they didn’t have the resources to produce a regular, high-quality blog. By making the move to get rid of a blog that had little to no ROI, Inflow was able to help CB World increase their bottom line.