Isn’t it nice when all the time you put into content creation finally pays off with an ideal client inquiring about your services? Literally the best.
A lead form from Kathy Park, Vice President of Operations at Weddell Water, landed in my inbox one day. How she found me? Instagram. My least favorite place to create content 🙃
She was drawn to work with me because they could tell I approached each project like a true partner, not just a freelancer. (brb crying in the club!)
We began working together on a blog writing strategy, and I’m so excited to share the SEO increase and results we’ve seen since then.
Weddell Water Overview
Weddell Water is an e-commerce company that sells a shower filter that is third-party tested to remove 99% of chlorine, PFAS, particulates, and more. Their goal is to create products that support healthier skin, hair, routines, and futures. The water you use every day plays a vital role in your health and overall well-being.
“Working with Eden has been such a gift. Her writing is thoughtful, well-researched, and beautifully aligned with our brand voice. She consistently transforms complex topics into clear, engaging content that supports both SEO and community education. Beyond the quality of her work, Eden is communicative, organized, and a true collaborative partner. We are so grateful for her and highly recommend her to anyone looking to elevate their content.”
– Kathy Park, Vice President of Operations at Weddell Water.
Challenges
The Weddell Water team felt like they needed stronger long-form content that could both educate their community and support SEO goals. They had topic ideas, but not the internal bandwidth to turn them into structured, compelling, high-quality posts.
Their brand is also in a huge growth phase right now. They wanted to focus on organic marketing and strengthen long-term visibility beyond paid ads and short-term campaigns.
They built strong credibility through NSF certifications, clinical testing, and PR features, and wanted to ensure their content reflected that authority while consistently reaching new audiences.
Their goal with an SEO-driven blog strategy was to educate customers, build trust, and capture organic search traffic as more people look for clean water and low-tox living solutions.
I’d say a blog strategy is the perfect solution!
Solution
We decided to start with two new blogs and two blog updates a month. It was important for them to ensure their older content was also SEO-optimized to capitalize on the page’s authority before creating new content. This isn’t required before starting a new blogging strategy, but it worked well for them!
In our first strategy call, I pitched some blog topics, and Kathy said it was hard to pick just one because they all aligned so well with their brand!
I also incorporated some suggestions from their internal marketing team to ensure we were all aligned. I’ve been told that they really love having the blogs to pull email and social content from!
I recommended a few slight changes before getting started:
Update blog navigation text from “The Weddell Current” to “Blog”: The first time I looked at their website, I had a really hard time just finding the blog because it had a cute name rather than an intuitive one.
Add a blog category for non-toxic lifestyle posts: Since this was an area they wanted to grow in, we added this blog category. We’ve added a lot of posts to it since then!
I began working my way through the blogs and updates we agreed upon.
Results
In our analytics review call, I was so excited to share these amazing results with Kathy!
They started indexing for slightly fewer keywords, but saw a major increase in organic traffic and backlinks! This only includes traffic from keywords—not social, direct, or ads.
They also had their domain authority increase by three. I know that doesn’t seem like much, but it’s a really hard number to grow. An increase of three in just three months is a big accomplishment.
Three of their top-performing pages overall (including their home page, product page, etc.) are blogs we updated or published in these three months. Again, that’s huge! We know SEO is a long-term strategy, so seeing an SEO increase like that in just a few months is great.
What’s Next for Weddell Water?
Weddell Water decided to renew its contract and continue publishing new blogs every month. I’m excited to see what their analytics look like after a few more months of new blogs!
While I never guarantee results, there are strategies that historically have performed very well. Weddell Water is a prime example—updating old posts, thoughtfully selecting topics that align with company goals, and publishing new, valuable content led to a significant increase in SEO.
The blogger and SEO specialist behind Maven Made Copy
I combine creativity, personality, and data-driven strategies to craft blogs that align with your mission - to serve your customers beyond their expectations.
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