The brief

 

A leading multinational SaaS company specializing in a broad range of digital transformation solutions struggled with organic performance in various territories. The business wanted to increase page and domain authority in these specific markets and, by doing so, increase keyword rankings on search engines.

Another goal was to identify other topics where they could become more of an authority and transfer these insights into other international campaigns. After achieving previous success for another SaaS company, increasing non-branded clicks, our International SEO, Technical SEO, and Translation teams set to work.

25%

increase in clicks within the US

43%

increase in clicks in Germany

1334%

increase in non-brand keywords in France

An integrated international SEO strategy

 

Identifying keyword topics with the highest opportunities and creating localized content aligned with business priorities was paramount to increasing organic growth and performance. Our teams used numerous tools to conduct this work: Google Search Console, Adobe Analytics, and our proprietary tool, SEOLab.

From May through July 2023, our primary goal was to optimize informational pages and offer recommendations on optimizing on-page content for each market. Our teams also needed to consider cultural and linguistic differences to ensure content was correctly localized.

To understand the best opportunities to increase organic performance, our experts developed a strategy that integrated international SEO, technical SEO, and website translation teams.

  • Technical SEO performed content audits and outlined geotargeting issues.
  • These informed the international SEO team’s localized keyword research.
  • The localized keyword research resulted in the translation team creating brand new, locally optimized page copy.

Implementing the international SEO strategy

 

United States

 

On the US version of the client’s website, we:

  • Built out pillar pages for localization in France and Germany
  • Optimized 25 landing pages for the client
  • Built content based on the highest priority focuses within the industry

Germany

 

On the German version of the client’s website, we:

  • Optimized 30 service and landing pages
  • Translated nine informational pages into German
  • Created new content pieces based on several sector-specific topics

France

 

On the French version of the client’s website, we:

  • Optimized 19 service landing pages
  • Translated 13 informational pages from English into French
  • Created new content pieces focusing on areas related to the business’s core services

Our results

 

United States

 

In the United States, our integrated strategy achieved remarkable results:

  • 128% increase in non-brand ranking keywords in positions 1-3 of SERPs
  • 25% increase in clicks
  • One key phrase moved to position #1

Germany

 

For Germany, from May to July 2023, the key results we gained included:

  • 135% increase in non-brand ranking keywords in positions 1-3 of SERPs
  • 43% increase in page clicks
  • 220% increase in clicks to informational articles
  • Two search terms became new keywords in the number 1 spot

France

 

Some of the results in France included:

  • A 2633% increase in non-brand ranking keywords appearing in positions 1-3 of SERPs
  • A 637% increase in clicks to the website compared with the same period in 2022
  • A 1334% increase in non-brand ranking keywords

This integrated approach to strategic growth achieved our SaaS client’s goals of improving organic performance in the United States, France, and Germany, compared with results in 2022.

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