Founded in 2016, this Lithuanian phone case company employs some subtle but mighty content strategies that have helped them develop into an 8-figure company that is consistently growing their site traffic.
Burga deals in e-commerce selling phone accessories - their phone cases being a bestseller. With 8 years on the market, Burga brought in $3.19 million in 2021. In the last 6 months alone, Burga’s site traffic has increased by 55.4%.
Let’s investigate the ways that Burga optimizes their content and site to focus on audience expansion and retention simultaneously.
Publish articles in clusters that focus on one keyword at a time
Like many B2C companies, Burga uses their blog as a way to leverage SEO and create informational and lifestyle content.
Burga chooses keywords that are relevant to their industry to focus a cluster of blog articles around. For instance, from January to March of 2022, their blog published 46 articles, all of which had the word “AirPods” in the heading and revolved around FAQ’s and maintenance for the product. This keyword would be a strategic choice for Burga as it receives 54.43% of its traffic from the consumer electronics category.
This three-month strategy seems to have achieved the desired result. From February to March, the keyword “airpods” moved up to become their 15th most effective keyword. According to SimilarWeb, it sends over 8.5k users to the site per month.
Additionally, Burga’s site has moved up from the 15th to 1st place for the keyword phrase “why are my airpods flashing red,” for which their blog has a relevant article. Burga is now the second search result for this phrase on Google. This 14 place jump occurred in the month of March alone, the third month of their blog targeting “airpods” as a keyword.
By posting blogs about AirPods in clusters, Burga has made themselves a top search result for queries that use this keyword.
Create newsworthy content to become an authority in your industry
For the past year, Burga has been experimenting with more research-driven content as a part of a larger traffic-generating strategy.
As we learned from last week’s BeardBrand profile, getting cited in a news article can give a company credibility that can be translated into brand awareness. In order to do this, you have to A) become regarded as an expert in some industry (like Eric Bandholz did in the beardcare category), or B) present a unique insight that is valuable to other businesses. Many B2B companies produce articles like this in the form of industry reports, whitepapers or surveys.
Burga has been releasing these such articles periodically since September of 2021. The data in these articles is “presented by Burga,” and focuses on industry insights that may be relevant to those in the tech (specifically the mobile phone) industry.
Burga’s latest research article, titled “Apple’s global smartphone market share surges 20% YoY leaving competitors behind,” maps Apple and Samsung’s market share over the last year. The findings presented by Burga in the article have already been picked up by several financial news sources.
Dynamically customize site content to user needs
When you visit Burga from your mobile device, they detect the model of phone are using and show only cases and products that are relevant to that device specifically.
Burga knows that 85.93% of their visitors are accessing the site from a mobile device rather than a computer. They capitalized on this audience insight by using mobile device data to create pipelines that direct users only towards the products that are relevant to them.
This means that 85.93% of the time, users are marketed to with more accuracy. This design may help explain why users are inclined to spend more time on their site, and visit more pages while they are there (see below).
From a content standpoint, Burga succeeds because they are willing to experiment with their content strategy to see what sticks. Their SEO strategy has allowed them to build a robust portfolio of popular keywords, and their endeavour into the research and analysis space has been picked up by news outlets internationally after only five articles published in this genre. On their website, their direct approach prevails, showing users only what is relevant to them and filtering out the rest. Burga will be one to watch now that their brand has become newsworthy.
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