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With the hope of boosting lead generation through organic search, an industry-leading, cloud-based software company in the manufacturing space reached out to Search Laboratory.
Search Laboratory performed a detailed audit of the company’s SEO landscape, researched organic rankings for competitors, and identified keyword trends for content optimisation. From here, we discovered that a recent Google algorithm update favoured long-form informational pages for the most relevant, product-focused keywords. Together, we agreed that a content-driven strategy was necessary to increase top-funnel SEO performance.
While most marketers aim to create digestible, easy-to-read content that further engages those already familiar with the brand, we noticed that informative content would allow the company to be more visible to users at the beginning of their buyer journey.
The long-tail search queries identified during the keyword research stage revealed that the company’s ideal buyers are looking for technical, educational content that explains the need for and value of their comprehensive operational software. We decided to focus on building foundational pillar pages that would better explain the use cases of individual products.
With an eye toward the specific industries this company was targeting (automotive being a prime example), we built out landing pages with in-depth, relevant content, providing high-level insight into their product lines and solutions.
These pillar pages were then positioned within product sub–folders in the website structure, creating topical clusters around important commercial pages.
Using our proprietary software SEOlab, we were able to identify the key content gaps prospects were searching for. We then structured outlines for content that would enable them to stand out from the competition in organic search results.
In response to Google’s algorithm update, EAT, we worked closely with the company’s Marketing team to create content addressing common industry challenges. This valuable insight ensured that high-quality content standards are met, in line with Google’s guidelines.
Where relevant, we added structured data to the backend of the site to ensure search engines had a better understanding of where to position the new content. By paying attention to schema markup, we looked to increase the chance of appearing at the top of the SERPs in a Rich Snippet.
With the success of a new content strategy integrated with back-end technical SEO, we acquired answer box rankings for many targeted queries and valuable real estate at the top of the search results page.
Traffic to their website increased significantly, with a 253% YoY increase in non-branded keyword clicks from SEO.
Organic search contributed to 76% of conversion paths, with organic traffic becoming the second top source of new business pipeline in 2022. With the support of Search Laboratory, the company saw a 31% increase in leads that fit the desired demographic and behavioural criteria for potential purchase.
In today’s digital landscape, online user journeys are becoming more fragmented, creating a significant disconnect between user search behaviour and business search strategies. Senior marketers must realign their approach and optimise across a broader spectrum of touchpoints so brands can thrive in this evolving ecosystem.
Our in-person event in Manchester on Tuesday 15th October at the Everyman Cinema, “Future Trends of SEO”, offers invaluable guidance about the future of search and how marketers can align paid and organic strategies to maximise the value of content.
Case Study
Case Study
Case Study