This Parenting Website has Gained Credibility Through SEO

Welcome to The Weekly Click by Adogy, where we explore expert tips and tricks by analyzing interesting websites. We set out to provide actionable takeaways that you can apply to your website to help you rank higher in search results.

ImperfectFamilies.com started with a simple idea: parents don't need to be perfect. Since 2010, Nicole Schwarz has built this site into a trusted voice for stressed-out parents. She's earned the trust of major parenting sites like Parents.com and Lifehack.org, who link to her advice (581 sites link to her content).

What makes this site interesting? While other parenting coaches push for perfect parenting techniques, Nicole takes a different path. As a Licensed Therapist and author, she helps overwhelmed parents find peace by accepting that mistakes are okay. As a mom of three boys, it's refreshing to see a parenting expert say, "Nobody's perfect," and actually mean it.

The parenting advice space is packed with experts telling parents what to do. But Nicole has carved out her own space by focusing on what parents really need: permission to be human while learning to build better relationships with their kids.

In this week's teardown, I analyze a parenting coaching and advice website run by a licensed therapist and author.

Here’s what I cover in this report:

• Website overview

• Major highlights

• Competitor overview

• Easy wins to increase revenue and/or traffic

• Actionable takeaways you can apply

Let’s get into it.

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Website Overview & First Thoughts

The website shows modest traffic numbers but has maintained its presence since 2010. The site has built credibility in its space with 581 referring domains, including high-quality links from respected parenting and lifestyle websites.

While not traditionally polished, the site's design adds personality and creates an approachable atmosphere that aligns with its message of embracing imperfection.

Highlights

The site excels in several areas that build trust and connection with its audience. The founder, Nicole Schwarz, effectively demonstrates her expertise through her credentials as a Licensed Therapist and author of "It Starts With You."

The website features client testimonials that add social proof and credibility. The first-person perspective in blog posts creates a personal connection with readers, making the content more relatable and engaging.

The combination of professional credentials and a warm, personal approach creates a balanced presence that appeals to parents seeking both expertise and understanding.

Why is this site winning?

This site succeeds by striking a perfect balance between professional authority and approachable authenticity. Nicole's credentials as a licensed therapist and author provide the necessary expertise, while her personal approach and emphasis on imperfection make her relatable to struggling parents.

Top 3 competitors

• parenting.org

• handinhandparenting.org

• empoweringparents.com

🚀 4 Easy Wins to Grow This Site

1. Increase content length

2. Do a Digital PR campaign

3. Create a dedicated author page

4. Explore more keyword opportunities

Win 1: Increase Content Length

The current content, while valuable, could benefit from more comprehensive coverage of topics. By increasing content length, the site can provide more value to readers and improve search visibility.

Win 2: Strategic Digital PR Campaign

Launch a focused digital PR campaign targeting homepage mentions with the brand anchor text "Imperfect Families blog" to strengthen brand recognition and search presence.

Win 3: Create a Dedicated Author Page

Develop a dedicated author page showcasing Nicole's LinkedIn profile, licenses, educational background, mission statement, and personal story. Include media mentions to reinforce credibility. Your goal should be to help identify the identity you are trying to display. If it is informational, you should provide all the markings possible of informational pages. If it is an author page, you should provide all the markings possible of an author page (i.e. URL should be a name, social profiles should be linked, schema for author page).

Win 4: Find New Keyword Opportunities

Focus on identifying high-volume, low-competition keywords in the parenting advice space to uncover new content opportunities.

Takeaways for your website

• Build trust through a mix of professional credentials and personal authenticity.

• Use a first-person perspective to create stronger connections with your audience.

• Include social proof through client testimonials

• Balance professional expertise with approachability

• Focus on specific, underserved keywords in your niche

• Create comprehensive content that fully addresses reader needs

• Develop a strong author presence to showcase expertise

What do you think about these insights? Share your thoughts below - I'd love to hear your perspective on creative ways to grow in niche markets.

The information and views expressed in this newsletter are based on independent research conducted by the Adogy team. To ask how you can have your website featured on the weekly click, email [email protected].