Background
Karen Sutton wrote a blog about the second year of being a widow. In this particular post she shared how she was told that the first year of widowhood was the hardest. But her experience said otherwise and so she shared this in an insightful blog. Little did she know that this blog hit the spot and would become one of her most popular pieces of content.
The compounding power of refreshing blog content
Webs
Approach
Back in 2019 I worked with Karen to set up her brand identity and website. This involved brand strategy, keyword and competitor research, website content and blogs.
What we did:
- Conducted competitor and keyword research for the menopause / postmenopause niche
- Trained Dawn on strategic blog writing
- Optimised website foundation for local and national SEO
- Created a content plan targeting specific pain points
- Monitored and adjusted rankings monthly
Challenges
- Zero Google visibility despite 30 years in business
- Complete business model shift from clinic to online
- Compete against NHS and established competitors
- Learn SEO while running a busy practice
- Monitored and adjusted rankings monthly
position
monthly searches
more visible
- "Mood food": moved from position 96 → position 11 (94.79% more visible)
- Beat NHS and more authoritative competitor clinics in rankings
- Now appears in Google's 3 Map Pack
The results
National keyword success:
Local SEO wins:
👉 First publication (year 1):
In the first year (March 2022 – March 2023), the blog performed modestly, attracting 953 sessions, of which 882 were from organic (free) search. However, after a strategic rewrite, the results were transformative…
👉 After the rewrite (year 2):
In the second year (March 2023 – March 2024):
✅ 330% uplift in sessions (4,102 individual sessions)
✅ 303% increase in organic sessions (3,559 from free search).
✅ Engagement remained strong with an average time on page of 2-minutes.
👉 Year 3 (current year):
Currently (March 2024 – March 2025) the post has driven 2,988 sessions (2,727 of which are from free organic searches where the visitors discovered Karen’s website for the first time).
🏆 What this means:
This blog is a perfect compounding content example — after the rewrite, it didn’t just spike, it sustained.
90% of all traffic to this post is organic proving that the topic ranks well and is attracting the right audience.The organic traffic dominance also shows it is hitting the right search intent and keywords.
The current gentle decline suggests it’s ripe for another refresh to maintain or even regain peak performance.
Across the three years, engagement has stayed strong showing that users are reading the content (not just landing and leaving). The engagement time and high % of organic users mean the content is both visible and valuable to the target audience.
Business impact
Four new Google enquiries in the first month, each worth approximately £250 per patient over 3-4 treatments.
What Karen said
“I'm getting people through google book in with me…
"I've been an osteopath for 30 years and have never had any direct enquiries from Google through my website. It was all word of mouth. Now I'm getting people that haven't been recommended; they've come through Google and seen my website and booked in with me. Thank you so much Natalie, you support us brilliantly and always build our confidence as we go through the learning process of SEO."
- Dawn Rowland, New Dawn Health
What this means for you
📈 CONTENT IS NEVER TRULY “DONE”
Evergreen content examples like this, demonstrates that while evergreen content can continue working for years, it benefits from occasional refreshes to maintain its relevance and search visibility — and this post is a prime candidate for its next rewrite. With a second rewrite, this post will continue to compound and serve the audience for more years, without the client having to craft a new piece of content.
Want results like Karen? Let’s talk ⤵
