Growth-led SEO and Content marketing Case Study
How did we help a leading Marketing Analytics Software to increase their organic traffic by 291%?
230%
Increase in impressions
in 5 months
291%
Increase in Organic Traffic
in 5 months
110%
Increase in conversion rate
in 5 months
About Client
This marketing analytics software is an intuitive, AI-fueled marketing analytics and attribution platform. With this SaaS product, B2B marketers unify and analyze data across
Pain-points the SaaS product addresses
- Marketing analytics and attribution
- Journey mapping and path analysis
- Marketing reporting and dashboarding
- Account deanonymization
Business Type :
B2B Enterprise SaaS
Ideal Customer Profile :
- Marketers from US-based SME B2B SaaS companies with at least $1Million in revenue.
- B2B marketing agencie
Background
- Client website had over 100 pages, but they struggled to generate even 1,000 monthly organic traffic.
- They worked with multiple agencies and even hired consultants, but nothing really helped them improve the organic traffic.
Our Observations & Analysis
SEO :
- The website's loading speed was significantly slow due to internal code and image-related issues, making user retention and engagement a concern.
- The absence of HTTP pages, Schema, Canonical, redirection issues, and OG tags negatively affected the website's visibility and rankings.
- The absence of a structured website hierarchy made user navigation complex, potentially leading to bounce rates and poor user experience.
- The majority of the site's backlinks were "nofollow," which potentially stunted its organic growth.
Content :
- The existing content on the website wasn't optimized with the right keywords.
- The content lacked thought leadership and was written with generic knowledge.
- There was no content hierarchy, topical authority, and E-E-A-T.
- The blog pages were not properly structured; they lacked proper
- URL structure
- Table of Contents (TOC)
- social sharing options
- Call-to-Action (CTA) buttons
Challenges we faced
- 100+ pages were there to optimize high-priority
- Low content in the landing pages (80+ pages) created for PPC campaigns got indexed and affected the overall website SEO score.
Our strategy & execution
SEO
Phase 1: First Quarter Jan-March 2023
- Listed out all the technical errors on the website and started working on them on a priority basis.
- Performed website optimization to improve page speed score both for mobile and desktop versions.
- Started with high-quality backlink-building activities.
- Gave suggestions to improve existing blog design.
- Resolved URL and redirection issues.
- Updated Meta Titles, Alt tags, Internal linking, Header tags, image size optimization, etc. for all the old blogs.
- Created and optimized Google Business profile and Bing Business Profile.
Phase 2: Second Quarter: April-June 2023
- Shared suggestions for the new SEO pages based on the keyword Analysis
- Started with link outreach activities.
- Identified and fixed the broken links.
- Pagespeed and technical errors were audited regularly to identify critical issues.
- Analyzed the dead clicks on the website and took measures to sort them out.
- Performed the competitor analysis to identify the keyword gap and overall performance.
- Conduct search query analysis based on the target location and implement measures to boost keyword rankings for that location.
- Analyzed the SEO Landing page of competitors and shared suggestions for new SEO pages.
Phase 3: Third Quarter: July - September 2023
- Click-through rate (CTR) Analysis to improve the performance of the blogs.
- Technical Error Fixing to improve the entire SEO score of the website.
- Modifies outreach plans to improve the quality and quantity of backlinks
Content marketing
First Quarter :
- Identified the existing pages that we could optimize and easily rank on Google's first page in priority order
- Created a content strategy in collaboration with the client to create TOFU, MOFU, and BOFU content (blogs, SEO Landing Pages, etc.) based on the following factors:
- Competitor Analysis
- Keyword Analysis
- ICP Search Queries
- Created Pillar Keywords and 10+ Cluster Keywords for each Pillar.
- Generated Blog/Page topics based on the Clusters Keywords
- Wrote reader-friendly and well-researched content pieces on BOFU, TOFU, and MOFU blogs that highlighted the capabilities of the SaaS product as a potential solution and how they stand out from the competition.
- Optimized existing blogs while keeping the content engaging, improving readability, and tailoring them to the target audience's pain points.
What worked?
- SEO
- The suggestion to improve web design successfully reduced dead clicks on blog pages.
- The SEO landing pages performed the best.
- Content
- The well-researched BOFU, TOFU, and MOFU blogs, which highlighted the capabilities of the Marketing Analytics Software as a potential solution, helped us improve SERP rankings.
- The blog optimization of existing blogs that we tailored to address the target audience's pain points was the best decision as it helped us achieve tangible results.
What didn't work?
- Initially, we focused solely on fixing technical errors, which led to a decline in traffic. However, we quickly pivoted our strategy, addressing both technical and on-page errors, and doubled down on link-building activities.
End Result
- 78 queries are positioned at No.1 on the SERPs
- 386 queries are positioned within the top 50 pages of the SERPs.
- 230% increase in impressions
- 291% increase in Organic Search Traffic
- 110% increase in conversion rate in 5 months
Case Studies
Key Services : Branding, Website UI, Content Marketing, Messaging, Positioning, Wordpress Development, SEO, LinkedIn Growth, Outbound Marketing.
Key Services : Website UI, Content Marketing, Messaging, Positioning, Wordpress Development, SEO, LinkedIn Growth, Outbound Marketing
Key Services : Branding,Website UI, Content Marketing, Messaging, Positioning, Wordpress Development.