Here’s how Paul Benigeri did that as VP of Growth & Engineering at H.V.M.N., a nutritional supplements brand in the ketogenic space.

The components of the system that Paul built to get a flywheel of organic traffic go like this:

Step 1: Keyword research system

There are three parts to the keyword research:

1. High volume of traffic – are there enough people searching this query in Google?
2. Low competition – are the existing results easy to beat–both in their quality and the Domain Authority of the site?
3. Where in the funnel the search term is — the more purchase-focused, the better. For example, “best keto protein” is someone ready to purchase. “How to build strength on keto” is not looking to buy.

Step 2: Hire & Manage quality writers

H.V.M.N. had 4-10 writers in their rotation at any given time. They would pick a keyword, and write. The key here is hiring writers to be writers, not marketers (which includes the keyword research, distribution, SEO, etc)

Step 3: Create epic content

Easier said than done, but the content has to be a comprehensive that will rank.

Here’s an example, for a top-ranking result of “how to use MCT oil for Keto” — and their top result

The Takeaway: be laser-focused on the exact mindset, and search query you are looking to attract. Build content just for that reader. It’s about focus.

How He Got up to 2000% improvement in Opt Ins

Paul constantly tested different headlines and offers to see what converted better.

The number of leads was one metric.

But quality also matters.

In a blog post, they would test different Call To Actions for an opt in, in the middle of a lengthy article, and at the end.

For example, halfway through the article, there is an opt in and offer that is exactly relevant to the content of the article: