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TL;DR đź“Ś
CMS: Wordpress
Challenge: Despite hiring a designer to build the site, it wasn’t showing up online. The homepage wasn’t clear, profiles weren’t optimized, the mobile site was slow, and they were competing with giants like Reedsy.
Strategy:
- Rebuilt the homepage using the StoryBrand formula to clearly explain the value of the directory
- Optimized designer profiles to piggyback off famous artists listed inside
- Ran keyword research and expanded content with service pages and blogs targeting niches (fantasy covers, vampire covers, cookbooks, etc.)
- Improved mobile speed and fixed site performance issues
- Developed a blogging strategy to capture long-tail searches
Results:
- 574 total ranking keywords
- 88 keywords on the 1st page of Google
- Organic search is now the #1 traffic driver and the most engaged channel
- 1.1K+ monthly organic visits (worth $1.1K in ad spend)
Ranking for high-intent searches like book cover artist for hire, freelance book cover designer, plus niche queries like fantasy book covers and comic book covers
The SEO Challenge.
- A homepage that didn’t clearly explain the value of the directory
- Profiles that weren’t optimized to show up in searches
- A lack of keyword strategy and content to capture niche searches
- A slow mobile site that hurt user experience
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Directory: The SEO Strategy.
Homepage Redesign:
Rebuilt the homepage using the StoryBrand formula, making it crystal clear what the directory offers and why it matters.
Profile Optimization:
Optimized designer profiles to piggyback off well-known cover artists, helping the site gain visibility for big-name searches.
Content Expansion:
Researched keywords and added new content around cover design costs, redesigns, and niches like fantasy, vampires, and cookbooks.
Blogging Strategy:
Built a clever blog plan to capture long-tail traffic (e.g., “poetry book covers,” “comic book covers,” “black and white covers”).
Site Speed:
Improved the mobile site performance, removing a major barrier to ranking and engagement.
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574 ranking keywords in Google
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Now ranks on the 1st page for 88 keywords
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Top spots for high-intent keywords
SEO traffic had the highest engagement rate of all channels
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Ranking for niche searches that bring in authors
Quick Wins
The Results
In less than a year, I Need a Book Cover went from almost invisible online to competing with giants like Reedsy. The directory now ranks for 574 keywords, with 88 keywords on the first page of Google. Organic search became the #1 traffic driver and the most engaged channel, bringing in more than 1.1K monthly visits — traffic that would cost over $1.1K per month to buy through ads. High-intent searches like book cover artist for hire and niche queries around fantasy, poetry, and comic book covers are now bringing authors directly to the site.
1.1K+ monthly organic visits
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SEO became her #1 traffic channel
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Organic search not only drives the most traffic, it also brings the most engaged visitors, proving that SEO is attracting the right audience. Instead of relying on ads or word of mouth, the directory now consistently pulls in authors who are actively searching for cover designers. This shift has positioned the platform to grow its community, compete with Reedsy, and deliver real opportunities for the designers listed inside.
The Impact.
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FAQ: Directory SEO Case Study.
Q: How long did it take to see results?
A: Within 6–9 months, the site went from almost invisible to ranking for 574 keywords, with 88 on the first page of Google.
Q: What was the biggest win?
A: Getting visibility for high-intent searches like book cover artist for hire and freelance book cover designer. These are the exact searches authors use when they’re ready to hire a designer.
Q: What made the biggest difference in SEO?
A: A combination of a clearer homepage using the StoryBrand framework, profile optimizations that leveraged the names of well-known designers, and a blogging strategy that captured traffic across genres.
Q: Was organic traffic really the best channel?
A: Yes — SEO became the #1 traffic driver and also the most engaged channel. Visitors from search spent more time on the site and interacted with more profiles than those from direct or social.
