How wlw.de got +39% clicks from organic search to blog

January 23, 2025

Image from LinkedIn page of wer liefer was (wlw)

wer liefert was (wlw) is the leading B2B marketplace in Germany, Austria, and Switzerland. Since 1932, wlw has been connecting professional buyers with trusted suppliers, offering a powerful search platform to simplify procurement and help businesses grow.

What I noticed is that we keep publishing articles but we do not get any traction in terms of impressions anyway. Do you have any idea on how to help these articles to get some organic traffic?

Question from the process owner

Content, wlw

Problem

Old blog pages are not being updated (lose traffic).
New blog pages miss the keyword target as new semantic is not discovered ("we are going circles" problem).

Dilemma

Given limited resources in the content team, what to choose: write new or update the old?

Industry: e-Commerce, B2B.

WHAT WE'VE SEEN

Our perspective

“Bad” signals coming from a number of pages, e.g. some Blog arcticles, are scored into performance of all the pages from the segment. So, when old ones (that are not updated and retro-optimized) are going deeper down in ranking, the new ones share the same destiny, i.e. not picking up in search performance.

Photo from Facebook page of wer liefer was (wlw)

The approach

I would take a different approach, i.e. instead of investing into new content - focus on updating (and expanding) old articles.

Expand the content size (>1'000) words)

Add already existent keywords in <h1> and <h2>

Add more internal links (from other blog articles): 2-5 links per each

Diversify internal links text anchors to add a long list to text anchors

There are strong signals of a direct positive correlation of 1) content size and 2) number of internal links to Clicks. We are talking of correlation, but it’s enough to act.

BOHDAN LYTVYN

Founder, Nertis

Solution

★ Spot main keyword(s) that are not in title and/ or H1 and optimise accordingly.

★ Elaborate on “smart” keywords (similar but not necessarily direct entry) that are not in Headers and/or internal links anchors and update.

Sequence of actions

Photo from LinkedIn page of wlw

Prioritize the content to be updated

We start from performing URLs that have been decaying. Important factors are the number of keywords, last update time, time sensitivity of a topic, impact for conversion.

Update the HTML tags

We used Botify API to semi-automatically update the titles using the suggestions, e.g. including main / smart keywords inclusion in HTML tags, etc.

Update internal links anchors

Use smart keywords in internal links anchors pointing to blog URLs.

Enlarge and update article’s content

Refresh the articles content using a border set of keywords that has been accrued in the search console, i.e. that represent user search demand.

This case shows that updating the old URLs has been more effective than the addition of new ones. We can state that there is a new role of the blog in e-commerce. Despite the fact that blog for a big e-commerce company is still a supplementary source of customers bringing about 1 percent of clicks.

BOHDAN LYTVYN

Founder, Nertis

SEO results

+39% clicks from organic search to company blog pages

+39% clicks

from organic

search

Screenshot from Google Search Console