ContentWriters Drives 30% More Traffic to Drizly’s Product Pages
“ContentWriters was able to help us optimize 50,000 pages by way of categories, subcategories, and PDPs. This level of optimization showed up in a big way for our session growth — in December 2022 vs 2021, PDP sessions were up 30%, and comparing Q4 2022 to Q4 2021, sessions were up 10%”- Lisa Witschel, SEO Manager
Executive Summary
Beverage alcoholic e-commerce beverage eCommerce shop Drizly, an Uber company, aimed to increase its local search presence and beef up its product description pages (PDPs). ContentWriters created buzzy, engaging content that spoke to local area cultures and the company's target audience. Working alongside the SEO team at Drizly, ContentWriters:.
About
Millions of consumers of legal drinking age turn to Drizly to get the best drinks for the moment, delivered. With one of the widest selections of beer, wine, and spirits, Drizly offers convenient delivery options with a tailored shopping experience based on what consumers are shopping for - whether that’s a gift, a big order for an event, or drinks for a casual night at home.
Today, Drizly partners with thousands of retailers and suppliers to help them to reach new customers, tap into key market and customer insights, and diversify their business to grow sales.
Challenges
Before ContentWriters and Drizly started their work together, the Drizly SEO team was virtually drowning in writing tasks. The team needed a partner to produce optimized, branded content in bulk to free up valuable time for other initiatives.
“Prior to having a content agency, we were writing all of our optimization content in house," said Lisa Witschel, SEO Manager of Drizly. "This overextended our bandwidth, which limited the number of projects we were able to do.”
When the Drizly team hired ContentWriters, their main goal was to develop a high volume of regionally focused content to improve SEO. The company needed premium, optimized content on local pages and new content for the Drizly blog. Additionally, they needed content optimization on existing PDPs, local pages and articles.
How CW Helped
CW assembled a team of copywriters who produced more than 50,000 pages of optimized content while maintaining Drizly’s unique and clever tone and following SEO best practices.
The team’s localized content spoke to each area’s culture, based on the CW writers’ research and knowledge of different locations and cities across the U.S. These pages included strong calls-to-action to promote conversions and were optimized for relevant keywords.
The team also created informative and optimized responses to consumer FAQs on category and product pages. Finally, they strengthened the PDPs with information about Drizly’s featured brands and local culture.
Best of all, the team worked quickly and at a cost that made it affordable for Drizly to scale its content library.
The Results
Once onboarded and calibrated with CW’s Managed Services team, the Drizly team had more time to focus on other aspects of marketing.
The proof is in the numbers. By tracking user sessions as a KPI, Drizly was able to gauge the results of CW’s work.
"ContentWriters was able to help us optimize 50,000 pages by way of categories, subcategories, and PDPs. This level of optimization showed up in a big way for our session growth — in December 2022 vs 2021, PDP sessions were up 30%, and comparing Q4 2022 to Q4 2021, sessions were up 10%."
The final result went beyond expectations, as Witschel says, “The speed at which ContentWriters is able to produce content along with the cost per URL — we truly felt like ContentWriters couldn't be beat for what we needed.”
