CASE STUDY
Content Strategies and Link Building Applied to a YMYL Website
Areas
Optimización on-page. Creación de contenido de valor. Content strategy. Estrategias de link building de calidad. Monitorización y reporting. Adaptación a cambios de algoritmo
In a world where information about nutrition and dietetics is essential, the Spanish Academy of Nutrition and Dietetics needed to improve its online presence and visibility, and provide accurate and reliable information to a wider audience. The collaboration with Runroom led to the creation of Nutriendo, an initiative aimed at positioning the Academy as a reference in nutrition and dietetics through a content SEO and link building strategy.
The combination of these actions improved the Academy's organic visibility, resulting in more than 200,000 monthly visits after a year and a half.
“Desde el inicio, el equipo de Runroom se destacó por su enfoque personalizado y su profundo conocimiento en marketing digital y en estrategias SEO. Han establecido las bases a nivel estratégico del proyecto y han hecho crecer la visibilidad online de Nutriendo de manera espectacular, posicionándonos como referentes en el campo de la nutrición y la dietética en tan solo un año y medio. Martina Miserachs, Vicepresidenta de la Academia Española de Nutrición y Dietética y directora de Nutriendo”
In a highly competitive sector characterized by the constant evolution of information, the Spanish Academy of Nutrition and Dietetics sought to stand out as a reliable source of knowledge in nutrition.
The Spanish Academy of Nutrition and Dietetics had two clear objectives: to renew its professional website to improve its design and usability, and to create an informative blog about nutrition and dietetics accessible to all audiences. The challenge was to compete in a field saturated with health and nutrition content and to stand out as a trustworthy and authoritative source.
According to Google's criteria, the Academy's website is a YMYL (Your Money Your Life) site; this implied the need to offer high-quality content and demonstrate authority and credibility in the field. Additionally, it had to face strong competition from major sports, generalist, and hospital media.
We approached the Nutriendo project with a comprehensive strategy that included:
- Search pattern analysis: the search patterns of the target audience were studied to create an SEO-friendly web structure that effectively responded to the population's information needs about nutrition and dietetics.
- SEO consultancy: an SEO consultancy was conducted to establish the strategic foundations of the project, creating a blog filled with valuable content written by Academy experts.
- Content strategy: the Academy was advised on the selection of priority topics based on popular searches with little competition on Google.
- Link building strategy: a high-quality backlink generation strategy was carried out to increase the site's authority and improve its visibility in search results. In a short time, thanks to the creation of valuable content and the authority quickly acquired, backlinks began to arrive completely organically.
In terms of work processes, we adopted agile methodologies to effectively manage each phase of the project, and used SEO tools like Sistrix, Google Search Console, and Ahref for analysis and tracking of results.
Users responded positively to the optimized web structure and the highly valuable content. In a year and a half, the results speak for themselves:
- Nutriendo is attracting more than 200,000 monthly visits.
- The high Sistrix organic visibility index (a highly relevant SEO KPI) demonstrates the effectiveness of the implemented strategy.
- Nutriendo received the Ágora Bienestar award for 'Social Dissemination of Healthy Habits', highlighting excellence in the field of nutrition and dietetics.
“Google actualiza su algoritmo cada vez más a menudo, cambiando de esta forma los criterios de posicionamiento en sus páginas de resultados, cada vez más rigurosos y centrados en la aportación de valor al usuario. Es importante estar atentos a estos cambios para adaptarnos a ellos. También es importante monitorizar la evolución de las principales KPIs para ir adaptando nuestra estrategia y optimizando la web, y captar de esta forma el mayor volumen de tráfico posible. Eric Muñoz, SEO Specialist, Runroom”
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