How We Grew an HR Site with Expert-Led SEO Strategies
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%In this case study, we’ll showcase how we’ve been growing one of the sites in our portfolio through strategic SEO efforts. We’ll dive into our content strategy, design, site layout and structure, and our approach to generating high-quality backlinks.
The Project: Human Resource
We launched Human Resource as an online publication dedicated to redefining the world of human resources (HR) and leadership. The site covers a comprehensive range of HR topics, from hiring and recruiting to performance management, employee engagement, diversity and inclusion, and organizational development. Designed for HR professionals, Human Resource is a niche platform offering valuable insights to a targeted audience.
Content Strategy
We began by crafting a detailed content plan, rooted in thorough keyword research. Our focus was on identifying low-competition, long-tail keywords that would allow us to build topical authority in a competitive niche. To ensure clarity and user engagement, we categorized content into key sections:
This structure not only helped users navigate the site easily but also contributed to improving the site’s SEO.
Building Payroll Calculators
One key opportunity we identified was creating payroll calculators. Payroll is a complex topic, and building these tools required collaboration between our tech team and an external payroll consultant. The result? Custom-built payroll calculators for all 50 states in the U.S.
These tools were complemented by detailed guides explaining payroll processes, including tax calculations, deductions, and compliance requirements. You can check out an example of one of these calculators here.
In addition to payroll calculators, we also developed other useful tools, such as:
Interviews
To add unique value, we conducted interviews with HR and payroll professionals. These interviews offered first-hand insights, enriched the site’s content, and created an edge that’s hard for competitors to replicate.
How did we do it? We used LinkedIn and cold email campaigns (automated processes) to reach out to industry experts. You can find examples of these interviews here.
Content Quality: No AI, Just Expertise
All content on the site was written by professional writers and edited by niche experts. This ensured high-quality, accurate articles and boosted the site’s authority. Importantly, we avoided AI-generated content entirely, focusing instead on authentic, human-crafted articles.
Website Design
Our internal development team managed the site’s design from start to finish. Instead of using a generic WordPress theme, we built a custom system tailored to the project’s needs.
The process began with a Figma design created by our in-house designer. This included the site’s overall layout and single post designs. Our dev team then brought the vision to life, ensuring a seamless user experience.
Additionally:
We created custom graphics for each article instead of relying on stock images.
The logo was designed internally to maintain brand consistency.
SEO Strategy
Backlinks
We focused on building high-quality contextual backlinks using two primary tactics:
- Editorial Backlinks: Secured through platforms like Featured and Connectivily.
- Guest Posting: Partnering with reputable sites.
Some of the notable backlinks we secured include:
- Entrepreneur
- HR Daily Advisor
- People Managing People
- Recruit CRM
- PaperTurn
On-Page SEO and EEAT
To further optimize the site, we implemented a range of on-page SEO strategies:
- Built internal links between contextually relevant pages to prevent orphan pages.
- Optimized headers, titles, meta descriptions, and added FAQs to boost usability and relevance.
To enhance our site’s credibility, we leaned into Google’s EEAT (Expertise, Authoritativeness, and Trustworthiness) guidelines. Each article was reviewed and approved by our HR expert, Keca Ward, further solidifying the site’s authority in the niche.
Results
The site’s performance is on an upward trajectory, as evidenced by data from Google Search Console (see below). While still in its early stages, Human Resource has shown significant promise, validating our approach.
We remain committed to refining and expanding the project. By focusing on quality content, strategic SEO, and thoughtful design, we’re proud of the results we’ve achieved so far—and excited about the road ahead.