A touch of history to put us in context

[zihadhasan010]

Our first digital positioning efforts for Hispanic markets were made in mid-2015, when the "Content Marketing" blog was launched. On this channel we used to publish articles about Advertising, Digital Marketing and Web Content Production.

In May of the following year the blog began to gain more frequency and quality in its publications, thanks to the arrival of Valentina Giraldo (my great mentor in this universe) to the project.

The content created during this period allowed us to start building a natural authority, with the first keywords indexed on Google. Growth continued to increase gradually until 2019, as shown in this graph:


And why is there a drop in traffic at the beginning of 2019? Here's what we explain:

Domain migration: the blow that kick-started the comeback
It turns out that after some market studies and projections, Rock Content made the decision to incorporate all the other domains it managed, including that of our Spanish blog, into the company's root domain (rockcontent.com).

The goal of the change was to give more strength to the company's main domain, taking into account its global growth plans.

In February 2019, the technical migration of the blog's web address was completed, with the elimination of the old domain (marketingdecontenidos.com) to the virtual space in which we are now hosted (rockcontent.com/es/blog/), as you can see below:


This type of structural change often has a dramatic impact on the visibility of the website and the crawling of its pages by Google's algorithms and those of other search engines .

The reason for this is that it takes a while for the search engine to understand that the old pages still exist and have just moved to another site.

With the drop in the number of visits to the blog and the loss of important keywords in Google, we kick-started our comeback by undertaking a series of techniques and strategies to recover the blog's organic traffic, which was its main competitive advantage.

Later on we will detail all these actions and how they led us to the celebrated million sessions that we achieved in February 2020.

After 8 months of trying to regain this growth, in November we again surpassed the performance of the previous year, as shown in the graph:


Until February the blog continued to have a strong organic presence, which brought us to the special milestone of 1 million sessions!

Better yet, in March we surpassed 1.5 million, so it wasn't a one-time thing!

As a great Mexican influencer would say, "what a disturbing fact" about our growth trajectory: 87% of all our traffic until February came from pages organically positioned on Google .


And in the traffic source distribution, as macedonia mobile database you saw, there isn't even a "Paid Search" option. This hasn't changed, as evidenced by our blog traffic report on Ahrefs for February 2020:


Another interesting factor in this trajectory is the number of countries that frequently access our blog. We want to communicate with all marketing professionals in Latin America and this is reflected in the traffic locations of our million-dollar month:


Well, with this introduction I feel free to dive into the ocean of strategies that brought us here. As I said at the beginning, Content Marketing requires patience to enjoy the consequences of the initiatives that are carried out in the future.

Let's move forward!