One of the greatest strengths Briggs & Stratton provides on its site is the content of its How-To and FAQ sections, which targets questions a searcher may have about engines and lawn mower products. With the 2014 rollout of Quick Answers by Google, Briggs & Stratton observed that the new method of presenting relevant content easily aligned with existing How-To and FAQ content on Briggsandstratton.com and sought to take advantage of the new offering to better serve searchers and provide an enhanced user experience.
Resolution Media evaluated current site content and compared that to queries populating for Quick Answers results. The team noticed queries like, "how to change lawn mower oil?" populating in the results page and created a plan to:
- Conduct a content audit: Identifying all the current site content around FAQs and How-Tos
- Consolidate content: Combine similar content themes bolstering page content and providing thorough guides for user
- Rewrite and optimize content: Resolution wrote and provided recommendations to incorporate Quick Answer triggering keywords into meta data and page content
To effectively execute this strategy, Resolution along with Briggs & Stratton's Digital Team did the following:
- Resolution Media identified 150 lower quality pages and suggested to condense these pages into 40 high-quality content pages
- Briggs & Stratton's Digital team lead the charge to provide in-category expertise for the original content and Q/A for the new content RM wrote Resolution ensured all new pages were optimized for queries focused on questions
- Resolution also provided details for sun-setting old pages and a redirect map for new pages
- Briggs & Stratton's Digital team provided in-house support to get all new pages live and ensure everything was executed properly
- Both teams monitored page performance and Quick Answers appearing in results
Since implementing recommendations for Quick Answers, Briggs & Stratton's site performance continues to increase:
- Since completing the optimizations in November 2014, non-brand Quick Answer results increased 1558% (26 to 431)
- From December 2015 to October 2017, Briggs & Stratton increased
non-brand Quick Answer results from 136 to 431 (BrightEdge DataCube);
over the same time period:
- Honda Power Equipment went from 55 to 108
- Craftsman went from 2 to 23
- Generac went from 22 to 109
- Mower Oil Type and Capacity page organic entries improved 23% from September 2016 to September 2017
- FAQ and Maintenance How-To organic entries grew 34% Q2 and Q3 2017 vs. Q2 and Q3 2016 (peak season)
