The situation
I took over changethepostaladdress.com on 1 October 2018. It had peaked in May and June 2018 and was losing rankings on its main keywords. The competitors from 2017 had mostly disappeared, replaced by USPS-linked sites that were pushing everyone else off page one.
The three-month plan
Month 1: technical
On-page analysis, fixes from audit tools and Lighthouse, crawl and server errors, Webmaster Tools issues, performance work, and Web 2.0 properties with partial-match, brand and naked anchors.
Month 2: content and links
Guest posts on money-keyword variations, new blog posts twice a week, regular updates to existing articles, and infographics.
Month 3: brand
Branded guest posts and a mixed anchor profile of brand, URL and partial match.
The results
| Keyword | Start | After |
|---|---|---|
| usps change of address | 28 | 6 |
| change your postal address | Unranked | 7 |
| post office change of address | 31 | 7 |
| USPS postal change address | Unranked | 7 |
| change of address postal | Unranked | 7 |
| united postal address update free online | 47 | 7 |
| u s postal address change service online | 36 | 8 |
| US postal change address online | 22 | 7 |
| us postal change of address u.s.p.s. | 31 | 6 |
| postal change address form | 38 | 7 |
The business closed in 2020, so there is no live site to link to.