Case Study: SEO
Calle Ocho News: SEO Case Study
A Miami community publication wanted to reach more of the Hispanic readers it serves through search. Here is the challenge, the plan we followed and the outcome.
- SEO and content by an in-house team, never subcontracted
- Keyword and competitor research first
- No lock-in on standard services
- No ranking guarantees, just the work that earns them
The client
A community publication with a clear audience
Calle Ocho News is a Latin American community-based publication company. Founded in 1998 and based in Miami, it has established itself as a digital media outlet that connects Hispanic communities through stories, news and events.
A publication like this has an advantage in search that many businesses do not: it produces fresh, relevant content all the time. The challenge is making sure that content is found by the community it is written for, rather than lost among larger outlets covering the same city.
The challenge
Wider reach through better search positions
To increase its reach within the Hispanic community, Calle Ocho News partnered with Content Writing Square in 2020. The publication's main concern was improving its search engine ranking position.
As a news outlet, the goal was to increase web traffic and make sure the publication reached its ideal audience, using relevant keywords and SEO to connect its content with the searches that audience makes.
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What we did
The plan of action
To improve search visibility and increase organic traffic, the work covered the following.
- Keyword research to identify the searches the publication's audience makes
- Competitor research to see which outlets held the positions Calle Ocho News wanted
- Multiple content marketing assets, created and posted on relevant platforms to build credibility for ranking the website on high search intent keywords
The result
What the work achieved
Since partnering with Content Writing Square, Calle Ocho News has achieved milestone search engine rankings through SEO.
Our record of this project does not include specific positions or traffic numbers, so none are quoted here.
Lessons
What publishers and media sites can take from this
Publishing more is not the same as being found more. For a community publication, keyword research shows which of the topics it already covers are searched for, and in what words, so headlines and pages can match the way readers actually look for local news and events.
Competitor research matters just as much. A local outlet is often competing with much larger publications on the same story. Knowing where they are strong shows where a community publication can win: depth, local detail and coverage the bigger outlets do not provide.
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It started with keyword and competitor research, to understand what the publication's audience searches for and who already held those positions. We then created multiple content marketing assets and posted them on relevant platforms to build credibility, supporting the website's rankings for high search intent keywords.
It can, because these sites produce a steady flow of relevant content. The work is in making sure that content matches how readers search, is structured so search engines understand it, and is supported by credibility signals from other platforms. Results depend on the market and the competition for each topic.
We write content for many audiences and research each one before writing. If your audience reads mainly in Spanish, tell us on the first call so we can confirm in writing what we can deliver and in which language, before any work starts.
No. No agency controls how search engines rank pages. We can commit to research-led strategy and consistent work, and we will be honest about what we think is achievable given your competition. Be wary of any provider who does promise a position, and ask what happens if it is not reached.
Well-placed content on relevant platforms can introduce your site to new readers, earn mentions and links, and show search engines that others treat your site as a credible source. The content has to be genuinely useful to the platform's readers; low-quality placements do little and can do harm.
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