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Writer's pictureFairBloom Marketing

Case Study: How Fairbloom Marketing Transformed Deep States’ Traffic and Readership

Updated: Nov 20


Deep States Logo
Deep States Logo

Client:

Deep States – A journalist site written and edited by Jefferson Morley, focusing on investigative journalism, national security, and political reporting.

Introduction

Deep States, an independent journalist site founded by Jefferson Morley, offers in-depth reporting on the hidden forces shaping U.S. politics and national security. While the content was compelling, the site was struggling with low traffic and limited visibility. Fairbloom Marketing partnered with Deep States to rebuild the website and implement an SEO strategy that would drive sustainable traffic growth and reader engagement.

Challenges

  • Limited Website Traffic: Despite high-quality content, the site had minimal visibility on search engines.

  • Lack of SEO Optimization: The original site architecture and content weren’t aligned with SEO best practices.

  • Low Engagement: Readership and user interactions on the site were minimal, and bounce rates were high.

  • Aging Website Design: The outdated user experience made it difficult for visitors to navigate and engage with the content.

Deep States needed a complete overhaul—from the backend to its SEO strategy—to become a competitive news site with increased visibility and a larger audience.

Solutions

1. Website Rebuild

Fairbloom Marketing began by rebuilding the website to ensure it was both visually appealing and SEO-friendly:

  • Modern UI/UX Design: Created an intuitive, mobile-responsive design for a seamless reading experience across devices.

  • Improved Site Architecture: Organized the content into clear categories to enhance search engine indexing and user navigation.

  • Fast Load Times: Optimized images, code, and scripts to reduce page load times and improve user retention.

2. Comprehensive SEO Strategy

We focused heavily on SEO best practices to increase the site’s visibility:

  • Keyword Research and Optimization: Identified high-volume keywords relevant to Deep States' topics (e.g., national security news, political investigations).

  • On-Page SEO: Optimized headlines, meta descriptions, and internal linking to align with search intent and improve ranking.

  • Content Updates: Updated existing articles with fresh keywords and relevant links to boost traffic from search engines.

  • Backlink Strategy: Built backlinks from reputable sites in journalism and political reporting to increase domain authority.

  • Technical SEO: Improved sitemaps, robots.txt, and schema markup to enhance site crawlability.

3. Content Marketing and Engagement Strategies

We implemented strategies to increase readership and engagement, including:

  • Newsletter Integration: Encouraged visitors to subscribe for updates, turning casual readers into loyal followers.

  • Social Sharing Features: Added social media buttons to each article, making it easier for users to share content.

  • Interactive Commenting System: Enabled reader comments on key stories, fostering conversations and engagement.

Results

Over the course of two years, Deep States saw a 700% increase in website traffic. Here's how the key metrics improved:

  • Organic Traffic: Increased by 700%, with a majority of visitors coming from search engines.

  • Readership Growth: Monthly unique visitors grew significantly, creating a larger and more engaged audience.

  • Improved SEO Rankings: The site ranked on the first page of Google for multiple target keywords, driving steady organic traffic.

  • Reduced Bounce Rate: Thanks to the improved design and content structure, users spent more time on the site, reducing bounce rates by 35%.

  • Higher Engagement: The integration of newsletters and comments boosted engagement, with readers returning more frequently to consume new content.

Conclusion

By rebuilding the website and implementing a data-driven SEO strategy, Fairbloom Marketing helped Deep States become a prominent source of investigative journalism. The 700% increase in traffic not only elevated the site’s visibility but also strengthened its reader base and community engagement. Jefferson Morley’s critical reporting now reaches a wider audience, enhancing the impact of Deep States in the world of independent journalism.

Looking to Elevate Your Online Presence?Fairbloom Marketing specializes in website design, SEO, and content marketing strategies that drive traffic and engagement. Contact us today to see how we can help your business grow just like we did for Deep States.

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