How OSO Content Acquired Qualified Leads for OP2Labs via 1285% Organic Traffic Growth
How OSO Content Acquired Qualified Leads for OP2Labs via 1285% Organic Traffic Growth
The Client
OP2 Labs is a leading medical, health, and human performance supplement company. Founded by two former US Navy SEALs, the company produces nano-hydrolyzed collagen that over 4,000 medical facilities trust for daily nutrition and wound healing. Their customer base includes world champion Olympians, Guinness Book of World Record holders, CrossFit, Ironman, Jiu-Jitsu, and Running national and international champions.
Industry: E-commerce company
Location: Fort Worth, Texas
Services Provided: Content strategy, SEO consulting, and content production
The Client
OP2 Labs is a leading medical, health, and human performance supplement company. Founded by two former US Navy SEALs, the company produces nano-hydrolyzed collagen that over 4,000 medical facilities trust for daily nutrition and wound healing. Their customer base includes world champion Olympians, Guinness Book of World Record holders, CrossFit, Ironman, Jiu-Jitsu, and Running national and international champions.
Industry: E-commerce company
Location: Fort Worth, Texas
Services Provided: Content strategy, SEO consulting, and content production
The Challenge
Poor online visibility and paid ads dependence
As the Chief Marketing Officer of OP2 Labs, Aaron Saari knew that the company’s marketing strategy needed high-level tweaks.
The reason?
OP2 Labs is in the competitive, highly-saturated health niche. In addition to that, it’s held to stringent rules when it comes to ranking organically. According to Google, this niche falls into their categorization of brands that create “Your Money or Your Life” pages (YMYL). Google believes that YMYL pages could impact “the future happiness, health, financial stability, or safety of users.”
This fuels Google’s resolve to be a bit more strict when scrutinizing the website content of brands in the YMYL niches. While OP2 Labs had a solid foundation and customer base with their Frog Fuel and ProT Gold products, their websites lacked content that allowed them to earn Google’s trust in the industry. That means they had to rely mostly on paid ads and physical distributors.
Aaron knew that paid ads alone weren’t going to cut it. First, the cost of a single ad click is expensive (and rising) in the health niche. Secondly, total reliance on paid advertising wasn’t sustainable in the long term.
Search engine optimization (SEO) and blog content production are low-cost, long-term strategies for attracting qualified leads. Knowing this, Aaron set out to hire a marketing team to improve their organic traffic and build their authority in the collagen, athletic performance and wound healing spaces.
SEO Content Examples
Our Solution
Aaron has long been in the marketing space so it was easy for him to find the team that’ll establish OP2 Labs’ online presence through strategy creation and execution.
For Aaron, this team needed to have a rock-solid process.
We used a 3-phase approach for OP2’s SEO content strategy
OP2 Labs’ has two overarching content goals. The first is that every piece of content they create should be able to turn casual readers into customers. The second is that all content they create should be able to support their paid advertising strategy.
These goals necessitate middle and bottom-of-the-funnel content for customers in the “discovery” and "ready-to-buy" stages. Below are the steps we used to help OP2 Labs achieve its content goals.
PHASE 1: GAIN IMMEDIATE WINS WITH LONG-TAIL QUERIES
The first action we took was to create distinct topics that’ll live on each of OP2 Labs’ websites: Frog Fuel and ProT Gold. This was essential because we didn’t want to confuse search engines by creating content that competed against themselves on both websites (keyword cannibalization). If that were to happen, the result will be lower rankings for both websites.
To prevent this, we created these core topics:
- Wellness, athletic performance, and injury prevention/recovery topics lived on the Frog Fuel website
- Wound healing and aging health lived on the ProT Gold website
Regardless of the site, we also wanted to establish a unique tone and perspective on collagen — one about optimal health and healing with supplements. To do this, we backed every content we wrote with scientific studies and stayed clear of unfounded medical claims. Doing this helped us gain authority in search engines because we were citing reputable science-based sources in our content (a must for the tough YMYL part of Google).
Next, we created a foundation of evergreen posts on both websites by focusing on lower-search volume keywords that would bring in traffic faster. This was vital for OP2 Labs to start getting qualified traffic quickly by answering very specific queries and concerns. Getting low search volume topics on page one would begin to build our domain authority, setting us up for phase two.
Here are a few examples of these articles:
Our post on Beta-Alanine: 5 Effects and Benefits for Athletes ranks for 188 keywords and has over 12,000 unique pageviews.
The post made sense to write because - apart from beta-alanine being one of the ingredients in Frog Fuel’s product - it allowed readers to see the transparency and intentional ingredient sourcing that goes into OP2 Labs’ formulations. The result? Readers know that OP2 Labs is committed not just to helping them identify their challenges, but to creating great products that help them reach optimal performance.
Understanding your protein absorption rate is the first post we wrote for the Frog Fuel website. This post still currently ranks for 77 unique keywords and has nearly 10,000 unique pageviews.
Is Your Protein Supplement Giving You an Upset Stomach is another post that helped us unlock some quick wins with longterm staying power. This post ranks for 693 keywords and has over 40,000 unique pageviews.
Our strategy was to address the questions and concerns that come up when people are optimizing their training routine - specifically those questions about ingredients and supplementation.
Our strategy was to address the questions and concerns that come up when people are optimizing their training routine - specifically those questions about ingredients and supplementation.
One of the simplest pieces of data that point to the relevancy of all these posts is OP2 Labs’ average time on page.
According to Google search results, a good average time on page is a mere 52 seconds across multiple industries.
Whereas, OP2 Labs’ average time on page is an astonishing 5 minutes and 3 seconds. This beats the average benchmark by a whopping 482.7%.
PHASE 2: ESTABLISH LONG-LASTING TOPICAL AUTHORITY
Topical authority is the “depth of expertise” that Google believes a website possesses. To gain topical authority, a website must consistently publish high-quality, data-driven, comprehensive, and original content that covers a specific topic.
One post about collagen simply wouldn’t cut it. The idea here is to go deep on topics, as opposed to casting a wide net. We began to build a content calendar with heavy-hitting topics of high search volume, which would now rank much easier, thanks to the lift in domain authority that we created in phase one with lower search volume, long-tail queries.
Adopting this SEO best practice not only allowed OP2 Labs’ websites to rank on search engines, but also helped them offer a library of resources to their growing audience.
Here’s a pictorial explanation of a topic-focused website.
To build topical authority, we identified the topics we wrote that had exceptional rankings and also resonated with our audience. We then created pillar pieces or guides, and clustered articles on both websites, capturing both long-tail queries and general terms.
An example of an article we used for this approach is the “Collagen Protein vs. Whey Protein” article that we mentioned earlier.
PHASE 3: FILL GAPS IN THE FUNNEL WITH SEO CONTENT
In addition to creating top-of-funnel, discovery content with our SEO strategy, we leveraged topics that would support the buyer journey at all stages of the marketing funnel. We developed databases of content for niche needs, providing a prime opportunity for retargeting and relationship building.
This includes performance and nutrition content for football players:
And a library of wound healing resources:
Creating highly-targeted content like the ones above has helped OP2 Labs to become a leader in the collagen health and healing space. And this content has supported OP2 Labs’ new product launches, partnerships with hospitals, and retargeting of high-intent leads through paid advertising.
The Results
Qualified leads and increased traffic
Today, Aaron is pleased that there’s a 2,362% increase of OP2 Labs’ target keywords on page 1 of search engines since OSO Content started working with them.
While OP2 Labs still runs some paid ads to Frog Fuel, Aaron is pleased that Frog Fuel's total page views have increased by a combined 78% year-over-year and its total site users have gone up by a combined 69.1% year-over-year.
These are the results for the two years of working with OSO Content but it took only a short period for the first signs of success to show.
The same positive outlook plays out in OP2 Labs’ second product website — ProT Gold.
Total page views have increased by a combined 97.38% year-over-year and total site users have gone up by a combined 121.13% year-over-year.
In addition to the organic leads, our content helps OP2 Labs save $2,400 per month or $28,800 in annual paid ad spend according to Ahrefs.
With OSO Content, OP2 Labs didn’t just find a content marketing team—they found a team with a clear process that outlines how they can achieve their revenue goals through strategy, content, and SEO.
Want to attract qualified traffic, improve your SEO ranking, dominate your niche, and make more sales?
The team at OSO Content is here to help! Let us create a custom strategy to help you earn more traffic, leads, and revenue today.
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