The situation
Engineering is the kind of category people assume nobody searches for. The volume is lower than consumer categories, but the intent is far higher: the person typing a technical term is usually the person who specifies the purchase.
What we did
A deliberately lean scope, run consistently: five articles a month for six months, one Reddit account operating in the relevant communities, and digital PR to build the domain's authority beyond the blog.
What happened
Over sixteen months the site accumulated more than 520,000 search impressions and put over 680 keywords on the first page of Google — the long tail of a technical field, where each individual term is small and the sum of them is a channel.
The lesson is about pace rather than size. Five articles a month is not an aggressive plan. Five articles a month for six months, without a gap, is.
