As with all our projects, the first thing we did was dive into industry research, understanding how people perceived and talked about the products within this SaaS niche, and helped this client position their content and service offerings in a way that capitalized on how people were searching.
To strategically position the content, we started with an inventory of all the site’s content and identified some gaps where we could expand the high-funnel educational content, a huge factor in the increase in organic traffic. This led to the creation of several key pieces of pillar content on SAM and SLM—comprehensive pages that were more complete and better than anything out there.
Alongside the creation of new content, we wanted to fully optimize all the existing content they had, and systematically went through the key pages, focusing on a single key theme to target with each page, and a strategic plan of how we would improve rankings for that keyword. Through continual monitoring and, as needed, updates, we have seen incredible results over the last 3 years.
Several other highlights:
- We updated URLs to be more SEO-friendly and successfully migrated nearly the whole site to new URLs without losing SEO performance
- In addition to the consumer-focused SEO efforts, there were several international SEO instances where inexplicably Google started showing Japanese results for English queries, deterring visits and damaging rankings. We were able to get to the bottom of what was happening and provide a solution to the international teams to implement.
- Through A/B testing, we were able to pinpoint small changes to improve conversion rates on key pages, going from a 0.45% to 3.23% conversion rate — a 6x increase.