Organic growth in a competitive niche
Fruit Bowl’s group of sites were established in 2020, with the first site Pineapples.info focusing on content related to pomology, gardening, health and the fruit itself.
In partnership with several authors and technology solutions, Alphamorr’s role was to stimulate strong organic growth using effective content planning to pick the lowest hanging fruit, if you’ll forgive the pun.
Alphamorr identified several key content areas where competition with high-authority sites in this space was low and launched the site with a good number of pre written articles to establish immediate topical authority.
Another key aspect in light of Google’s incoming E-E-A-T guidelines was to establish the author’s expertise. This was done by building out her professional profiles and across multiple platforms. In particular, we identified unanswered topics on Quora as a key source for brand visibility and organic social traffic.
As the site grew and began appearing in top SERPs in short order, there appeared an opportunity to further diversify the content of the site, in particular focusing on Pinterest, where users looking for decor and homeware related to the site’s content could be found. This brought a new source of traffic, independent from Google and organic volatility.
As the site has grown, the brand has branched out (pun again) with similar sites in related verticals. The Fruit Bowl Inc portfolio now spans five sites, driven by organic, social and newsletter visitors. The company has since been able to expand their infrastructure and content budget, guided by Alphamorr’s services for a fruitful collaboration.
Title photo by Nick Morrison
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