With the hope of boosting lead generation through search engine optimization, an industry-leading, cloud-based software company in the manufacturing space reached out to Search Laboratory.

As a digital marketing agency with a team of over 60 SEO specialists, we were well suited to the job, starting from the first stage of a technical SEO audit all the way to keyword research and content creation.

31%

increase in leads that fit the desired demographic and behavioral criteria

253%

YoY increase in non-branded keyword clicks from SEO

10%

YoY increase in goal completions

238%

YoY increase in clicks from product-related content

Our research

 

Search Laboratory performed a detailed audit of the company’s approach to search engine optimization, researched organic rankings for competitors, and identified keyword trends for content optimization. We discovered that a recent Google algorithm update favored long-form informational pages for the most relevant, product-focused keywords. 

Along with the client, we agreed that a content-driven strategy was necessary to increase top-funnel SEO performance. 

A robust investment in content strategy to improve organic SEO

 

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, for example), we built 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 subfolders in the website structure, creating topical clusters around important commercial pages. 

Minding the (content) gap

 

Using our proprietary software SEOlab, we identified 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, EEAT, 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 were met per Google’s guidelines. 

Where relevant, we added structured data to the site’s backend 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. 

The results

 

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 search engine optimization.

Client success metrics

 

  • Goal completions: Up 9.84% YoY
  • Clicks from product-related content: Up 238% YoY
  • A newly created pillar page is now delivering 5.05% of all organic traffic

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 behavioral criteria for potential purchases. 

 

[On-Demand Webinar] The Attribution Challenges of High-Value Online Purchases

In this workshop, you will learn how to overcome the challenges faced by companies selling high-valued purchases, how to shift towards a modeled world using centralized data, and why every business should have a data roadmap, as well as how to build yours.

What you will learn:

 

  • How to overcome the challenges of high-value purchases
  • How to build an attribution solution better to define your marketing investment strategy across the user journey
  • How to incorporate modeling and machine learning into your digital strategy
  • How to identify your data pain points and build your data roadmap
  • How the digital maturity solution will set you up for future success
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