Groupon has always been known as an online marketplace for deals. The company wanted to be perceived as a trusted source of information, providing tips and city guides written by locals. When I started working at Groupon I was handed over the city guides project, with the aim of improving it and driving incremental, scalable organic traffic to the website, increasing the authority and trustworthiness of the company in the Italian market.
City guides are blogs curated by the Groupon team, hosting original content created by locals around the food scene, leisure and events in their cities. We wanted to make sure that those who live in the city (or visit it) find the inspiration to do something different than usual, establishing Groupon as a quality source of content.
I coordinated a team of local content writers and worked with them on the editorial calendar to make sure the content was relevant, evergreen and informative. I researched keywords, revised their content, published it, managed internal link building and coordinated off-page SEO intiatives. I always made sure the content was relevant to the local audience and not just a translation of the English counterpart.
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INCREMENTAL ORGANIC VISITS