CASE STUDY

How BestPlaces Bounced Back from a Google Update Using AI

What happens when your website traffic tanks after a Google update? Just ask BestPlaces, a website that millions rely on for data about where to live, work, and visit in the United States. Here's their comeback story.

The Wake-Up Call

Picture this: You're running a successful website providing trusted location data - everything from crime stats to school ratings. Then Google tweaks its algorithm, and suddenly your traffic nosedives. That's exactly what hit BestPlaces.

Al Olsen, BestPlaces' CTO, remembers the challenge clearly: "We had great data, but we needed to present it in a way that would resonate again with both users and search engines. And we had to do it at scale."

Finding a Way Forward

Instead of throwing in the towel, BestPlaces got creative. They turned to Jasper, integrating it directly into their platform to tackle a massive content challenge: creating unique, engaging descriptions for thousands of locations across the U.S.

"AI became a tool in my belt that keeps the website relevant for our audience," says Olsen. But they weren't just plugging in AI and hoping for the best. The team carefully fine-tuned their approach, ensuring each piece of content maintained their signature data-driven, trustworthy style.

The Results Speak Volumes

The numbers tell quite a story:

• Traffic jumped 800% (yes, really)

• Over 80,000 location descriptions crafted

• Saved roughly a million hours of writing time

• Started outranking major competitors

But here's what's really interesting: The marketing team suddenly had time to focus on creating engaging feature articles and thinking strategically about growth.

What We Learned

BestPlaces' story shows that recovering from an algorithm hit isn't just about technical fixes. It's about being smart with new tools while staying true to what your users trust you for.

A few key insights stand out:

• AI works best when it enhances your existing strengths rather than replacing them

• Quality still matters - a lot

• Freeing up your team's time can lead to unexpected creative wins

• Sometimes a setback forces innovation that actually makes you stronger

The Road Ahead

BestPlaces built a content engine that scales efficiently while maintaining the quality their users expect. More importantly, they've shown that with the right approach, AI can help create content that both algorithms and humans appreciate.

Worth noting: This wasn't an overnight fix. It took careful planning, testing, and refinement to get it right. But for BestPlaces, that effort paid off in ways they hadn't even imagined when they started.

Looking to try something similar? Remember that tools are just tools - it's how you use them that matters. Focus on your audience first, then figure out how AI can help you serve them better. That's what turned BestPlaces' story from a potential cautionary tale into a masterclass in digital resilience.