Rebuilding a blog that actually brings in traffic

As Content Strategist at Thrasher Foundation Repair, one of my first priorities was the company blog.

When I started, Thrasher had a few blogs performing well, but most never made it to the first page of Google. The blogs were too salesy, product- and company-focused, and unhelpful for someone just trying to find out why their foundation is cracking.

I decided to rebuild the blog strategy with a people-first approach. I conducted keyword research and developed a title strategy to ensure we weren’t chasing empty keywords.

I aligned blog topics around what real people are searching:

• why is my basement wet

• why does my basement smell musty

• foundation cracks when to worry

From there, I developed a content calendar and then mentored a team of writers and interns to ensure every post was clear, helpful, and on-brand.

Results:

• 500% increase in monthly blog traffic

• 3,300+ page one keyword rankings

• 7 of the top 10 organic pages driven by blog content

Now, in the age of generative AI, these blogs are still serving a purpose and have helped domain authority and credibility, increasing the likelihood of being cited.