Client
An established B2B SAAS company in the accounting space.
Problem
- The client had used different SEO agencies in an adhoc way with minimal results. The blog was generating little to no signups every month.
- The client had previously pursued a wide approach to content under the guise of topical authority. This lead to many issues such as thin content, keyword cannibalisation & poor internal linking.
- The result was a lot of traffic, but not many conversions.
- The client had many blog posts that were on the cusp of traffic (hovering around page 2).
Solution
We ran ICP research to establish ideal customers and focused Topic research to solve unique pain points. We combined Google Search Console keyword analysis with new data to create a personalised content plan to boost traffic and conversions.
At the same time, we optimised existing content and started creating BOFU content.
In month 1, we did a
- Website quality audit
- ICP & Topic research
- Google Ads Keywords Analysis
- Ran a press release & identified further backlink opportunities (non-linked brand mentions & broken links)
With this, we created a content plan to boost traffic & conversions through new & optimised content.
After analysing the best performing blog posts in their ability to drive conversions, we updated 18 blog posts and created 2 new posts.
We also merged & redirected thin & cannibalising content along with creating an internal linking master document.
Our Strategy Results
- 300% increase in trials YOY Month 1
- 146% increase in trials YOY Month 2
- 195% increase in trials over the 2 months YOY
- In terms of revenue in LTV, that’s an extra $36,000 YOY for 2 months work.
