case study • Oct 31, 2019

Strategic Leveraging of Audience Insights Boosts Organic Blog Traffic by 869%



  • CLIENT: Flooring America
  • INDUSTRY: Quality flooring products
  • SERVICES: SEO, Audience Analysis
  • RESULTS: 869% increase in organic blog sessions; 264% increase in YoY organic traffic since implementation

The Challenge

When faced with competition from big-box retailers, how do you position yourself as an authority in your space and better serve your customers? By listening to those customers and identifying their wants and needs.

With over 500 stores throughout the U.S. and Canada and a reputation as a respected retailer of quality flooring products, our Flooring America wanted to both attract more customers to their brick-and-mortar locations as well as bolster their online presence. To do so, they wanted to identify impactful content opportunities to arm potential customers with information in the form of articles targeting do-it-for-me (DIFM) homeowners who are looking to improve their living space.

The Approach

Seer conducted an audience analysis using a variety of tools to learn what triggered users to purchase flooring and what content helped inform that purchase. We collected data over a two-month period and learned that Flooring America’s customer base was motivated by major life events like moving into a new home, renovating their current home, an increase in disposable income and free time. We learned more about their purchasing habits, consumer behavior, and the factors involved (such as cost, installation options, timing, and delivery) that impact their path to purchase.

The Execution

One of the tools we used was HotJar, which incorporates heat mapping technology and user polls to gain user insights. Pop-up user polls asked visitors what brought them to the Flooring America website, and we analyzed the responses to identify keyword and topic opportunities. We also used NGrams to analyze user comments, grouping keywords and topics.

We saw a trend that people were seeking more information on maintaining, caring for, and repairing existing floors than purchasing new flooring. These users were looking for guidance and tips on topics ranging from restoring hardwood flooring to fixing carpeting that had been damaged by pets.

Based on our Audience Analysis, Seer recommended building new content to live on Flooring America’s blog that would offer visitors the guidance they were looking for and position them as a trustworthy leader in the flooring space.

The Results

  • 869% increase in organic blog sessions
  • 264% increase in YoY organic traffic since implementation

Following an algorithm update, Flooring America’s blog saw a major spike in traffic nearly a year after it was launched, with a post on engineered flooring contributing significant traffic to the blog (7,408 sessions in a five-month period). Piggybacking off of this wave, one month after implementing our Audience Analysis findings, our client saw a 869% increase in organic blog sessions—19,700 organic sessions, based on a period-over-period comparison. Newly-created content that answered
audience’s questions around specific flooring concerns steadily increased traffic to the Flooring America blog, earning them Google answer boxes for several key terms.