What do you do when you write articles to provide the best information for your consumers, but they aren't showing up in your consumers' searches? Bio-K+, a Quebec-based probiotics company, wanted to become the industry leader in probiotics by providing comprehensive articles that answer their consumers' most asked questions.

The problem was that no matter how much time they spent researching and writing an article, traffic was mostly paid; so when campaigns were paused, the traffic paused as well. It was clear that some SEO work needed to be done to complement their SEM efforts. Finding the right balance between SEO and SEM, however, is not an easy task—but we were dying for a challenge.

We worked collaboratively with the client to bring them the best possible recommendations and strategies to use when developping their SEO, SEM and content strategy.

We first started by auditing their current SEO practices. We found the most relevant keywords to use to maximize the articles' reach. These keywords, as well as a guide of SEO best practices, was given to the client for them to implement on existing articles. Future articles needed to deal with what people were searching at that time. We therefore proceeded to look into probiotic consumers' search intentions. This research was added to the implementation guide and ensured that the articles' SEO was maximized—that they were going to be shown to the right consumer for the right search query.

Operational efficiency is maximized when a delicate balance between SEO and SEM efforts is achieved. You have to find that sweet spot.

To do so, we linked the Google Search Console to Google Ads to better understand holistic search performance. We also revamped the SEM structure to support the new content strategy. The new paid search structure ensured that Bio-K's "always-on" campaigns weren't going to interfere with the launch of new articles. When those articles were launched, we would advertise the article on Google and Facebook for three days, and as native ads for one to two weeks. This would generate traffic to the article and increase its SEO rank.

Once the SEO rank was deemed good enough to bring a decent amount of traffic to the blog without any investments, paid campaigns were stopped. As such, the client didn't need to spend money to bring in traffic that could be generated organically.