How One Blog Content Update Skyrocketed Website Traffic

I don’t often apply for job postings anymore, but when I saw an SEO contracting opening for a company right here in Denver, I had to throw my name in the hat.

I also got married a few years ago, so I kinda (but not really) feel like an expert in wedding planning, having gone through it myself recently.

I was so excited to dig into Rocky Mountain Bride’s website and improve organic search traffic. I knew it would be a challenge, but I was ready to face it head-on.

Rocky Mountain Bride Overview

Rocky Mountain Bride (RMB) is a wedding publication that features tips, inspiration, and real weddings, both in print and online. It’s a place to discover and connect with talented creatives and wedding vendors in the Mountain West region as brides and grooms plan their perfect “I Do”.

Challenges

Rocky Mountain Bride publishes A LOT of content. From inspiration and planning guides to showcasing wedding vendor work, their team publishes 1-2 blogs a day! Given that RMB is such a large website (14,000+ pages!), they already received quite a lot of traffic.

Here’s a quick snippet of what their SEO looked like before we started working together:

Before hiring me, they had seen a significant drop in traffic, which was the main reason the team was looking for someone to help with SEO.

I conducted a preliminary analysis and identified several foundational SEO issues. To name a few:

• Broken links
• Missing SEO metadata
• Missing image alt text
• Orphaned pages

With a website of this size and a high publishing cadence, it’s common for technical SEO elements to become inconsistent over time, especially as teams grow and content production scales.

MY Challenges

The RMB team wants to completely redo the website to address user experience, better organize content, and increase advertiser and vendor submissions. 

While I fully supported this direction, the scale of the website (14,000+ pages) meant that prioritization would be critical. Addressing technical issues page by page would take considerable time, and early efforts weren’t yet translating into measurable performance gains at the pace we wanted.

About a month in, I made the decision to pivot strategies. We shifted from broad technical cleanup to a more focused, high-impact approach.

Solution: Updating Old Blog Content

A few of their blogs, and, of course, their home page, drove the most traffic to their website. But over the last few months, the blogs had seen a decrease in traffic.

I decided to do a content update on the blogs that were previously seeing significant traffic but were now seeing a drop. The idea was that some SEO updates would bring traffic back to those blogs and increase overall website traffic.

I used Google Search Console to find the top-performing blogs and identify which were experiencing the largest decrease in traffic over the last 30 days.

I’m happy to report that this new strategy worked beautifully ✨

Content Update Results

The first page,17 US Bachelorette Party Destinations, has been their top traffic driver since I’ve worked with them. It saw a 143% increase in traffic a month after I made SEO updates.

Other blogs I edited are seeing anywhere from a 16% increase in traffic to a 123% increase. This confirms the result isn’t a fluke. It shows repeatable success across multiple URLs.

Overall, their website saw an increase in clicks and impressions in the last month since I did the content updates. Google is showing the site more often, and users are clicking through at a higher rate—this is a strong relevance signal.

At a glance:

• 26% increase in overall website traffic in the last 28 days
• 23% increase in overall website impressions in the last 28 days

Their top-performing blog is also being featured in a few AI Overviews! You can see that the blog is being cited as a source for a few different search terms.

What’s Next for Rocky Mountain Bride?

We are continuing with this strategy for blogs and implementing it on other pages, such as venue locations and vendor submissions.

The website overhaul is still in progress, but I’m excited to see how it turns out. Rocky Mountain Bride is already the go-to wedding planning resource in the Rocky Mountain region. With a strengthened SEO foundation supporting their expansive blog content, they’re well-positioned to expand their reach and dominate search across the Mountain West.

Do you have some old blogs that need to be updated? Let’s find some old traffic drivers and bring them back to life.