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PROBLEM
The client needed communicative, flexible, and quality SEO support during Google’s tumultuous algorithm and AI updates.
If you’ve set a health or fitness-based goal within the past few years, first of all, congrats! We know how challenging that can be. Secondly, you’ve probably heard of this app. They serve 14M monthly active users, and they’re on a mission to become the most trusted source of nutrition and weight loss content. Currently ranking as the number one global nutrition and food tracking app, we’d say they’re succeeding.
With a large backlog of content (over six thousand articles) and an even larger community, the team needed an SEO partner who could quickly adapt, develop, and execute on strategy.
The team’s point of contact is a one-woman editorial team. As a Compose.ly customer since January 2024, she had been working with us for about four months on a variety of content needs when traffic across the site suddenly plummeted. This often means that a major technical issue exists, and she was concerned (understandably so).
Compose.ly's Director of SEO, Kaylee Peterson, quickly identified two distinct issues and their impacts: missing schema markup was causing the fitness brand to lose visibility for their recipe content that previously ranked in featured snippets, while missing alt text was affecting their performance in image search.
While the POC oversees the blog, there are several teams working on the broader site, and after major design improvements, they had inadvertently wiped all image alt text from the site.
This wasn’t the first SEO-related roadblock the client faced either. The team had already been navigating Google’s helpful content and spam updates in September 2023 and March 2024, respectively.
SOLUTION
Compose.ly’s SEO Director not only delivered strategic SEO results but also proved their value as a data and research partner.
Thanks to Kaylee’s strategic saves, the POC turned to Compose.ly to be her trusted SEO partner and help continue diagnosing problems while delivering solutions that worked.
In addition to the missing alt-text, Kaylee identified that their library of older content was created with outdated SEO best practices, such as internal link stuffing, and needed some TLC.
Once these optimizations and technical fixes were implemented, their site saw major improvements, only two months later. This thoughtful research helped solidify Compose.ly as the client’s SEO eyes on the site.
Kaylee and the Compose.ly SEO team provided the client with a monthly retainer focused on comprehensive optimization strategies, including:
- In-depth keyword research to help replicate high-performing assets, including specialized tools like their custom macro calculator.
- Creation of detailed content briefs for high-priority topics like "protein" and developing a strategic framework for pillar page content.
- On-site optimizations for existing content and recommendations for content rewrites. Remember: They have over six thousand pieces of content.
- Strategic implementations to increase appearances where AI Overviews dilute previous organic success.
- Pain point-focused keyword research that dives deeper into the behavioral demographics of their target audience.
- Proactive SEO content development to support and amplify new app feature launches to boost organic visibility.
What initially started as a content-focused engagement quickly evolved into a deeper strategic partnership and a strengthened bond.
RESULTS
The popular fitness brand increased its site’s YoY CTR by 97% and gained a trusted SEO partner.
The client received a fractional in-house SEO in Kaylee, without an over-bloated price tag — and it’s paying off. As far as improvements to their site and SEO content performance are concerned? They love those too.
Since correcting the alt-text issues, they’ve seen 1,300 new appearances for image rankings. Compose.ly’s tailored keyword use in optimized copy also helped win new high-volume keywords and doubled organic traffic to optimized pages in just one month.
So, if you’d like to partner with someone who’s more than just an SEO executor but a true partner with research and data expertise to boot, look no further than Compose.ly.
