Analytics SaaS Platform
The company
This client was an analytics platform that tracks and optimizes website visitor behavior, so you can improve the user experience, increase your conversion rates, and boost your bottom line.
They were one of the pioneers in heatmap technologies. Since then, the company expanded to include many more features to help improve not only websites but also web apps and mobile experiences.
Challenges
Their blog used to drive a lot of organic traffic, which generated a lot of user sign-ups and revenue. However, after the full implementation of the Google RankBrain machine learning algorithm at the end of 2015, which means Google can judge context much better now. This affected a major ranking shift depending on the quality of your content.
As a result, their organic traffic started to plateau and steadily decreased for over a year. And they needed a major overhaul of their long-form content strategy, which drove most of their revenue.
The Solution
After analyzing their old top blog posts that generated over 83.3% of their organic traffic and comparing them to the new top-ranked content for the same keywords, we’ve devised a complete overhaul of the content quality and strategy.
Through the first year we worked together, we mainly focused our efforts on updating the quality of their old content, which we knew worked well before, so they could compete with the new ranking competitors in the SERP.
In the following years, we used the same quality standard to streamline the content production to go after the new traffic opportunities while building the best contextual backlinks utilizing a combination of manual guest posting and infographics building.
To ensure that the ranking opportunity is actually relevant and will drive the relevant visitors, we started to use Google Adwords to test the keyword queries to prove conversion with email capture or user sign-up.
At the same time, we restructured their architecture to efficiently flow the ranking value to their pieces with the most relevant organic traffic potential.
Results
During our entire engagement, we were able to scale their targeted monthly organic traffic by 593% (5.9x), which resulted in an 893.8% increase in monthly paid user sign-ups.
+593% Increase in organic traffic growth
+893.8% Increase in monthly paid user sign-ups
85% Overhaul of existing key blog assets