How wlw.de got +39% clicks from organic search to blog
- Bohdan Lytvyn
- January 23, 2025
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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
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
My perspective
“Bad” signals coming from a number of pages, e.g. some Blog articles, 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
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
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.
We used Botify API to semi-automatically update the titles using the suggestions, e.g. including main / smart keywords inclusion in HTML tags, etc.
Use smart keywords in internal links anchors pointing to blog URLs.
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
About Bohdan Lytvyn
Full background and approach — bohdanlytvyn.com
Bohdan Lytvyn
"WASTELESS GROWTH" BOOK AUTHOR
17 years in SEO and growth strategy. Former Senior SEO Manager at Alibaba's European subsidiary. Worked with B2B marketplaces, SaaS platforms, eCommerce businesses, and digital-first companies across Europe.
Based in Paris. Working in English and French.
I don't run an agency that assigns you to a junior team. I'm the person who does the diagnostic, designs the strategy, and delivers the work.