SEO Case Study SEO Triples Lead Conversions

Find and Convert was contracted by a U.S. based software provider in the IT industry to increase sales leads from their website. The client was running Google Adwords pay-per-click (PPC) campaigns, but they were only receiving a few dozen leads per month from organic search engine results. Find and Convert developed a SEO plan (search [...]

Find and Convert was contracted by a U.S. based software provider in the IT industry to increase sales leads from their website. The client was running Google Adwords pay-per-click (PPC) campaigns, but they were only receiving a few dozen leads per month from organic search engine results. Find and Convert developed a SEO plan (search engine optimization) that more than tripled the lead count in nine months.  For more detailed information on this client’s SEO case study,please contact us.

SEO Case Study

Client Objective – More Qualified Sales Leads From Their Website

We conducted extensive keyword research  to determine the most relevant keywords for their SEO strategy. As is often the case, the keyword strategy we recommended contained more than 100 keywords, even though the client previously considered just two or three keyword phrases to be their most desirable from the point of view of “being found” in a search engine query. We educated the client on the benefit of being found for many relevant keywords, not just two or three. The two or three desirable keywords are also very competitive . By spreading out the keyword strategy across a larger list, we reduced the competitive nature of the SEO strategy.

Internet Marketing Challenges

This client competes in a market segment where the universe of available companies is measured in the tens of thousands. Their market share was low in comparison to the total available market (TAM). As is often the case, one of the biggest challenges in developing a winning SEO strategy is having enough relevant content  to align with the keyword strategy. Effective SEO results require an abundance of relevant and high quality content that aligns with the keyword strategy. This required writing several new pages for the website that would provide the needed content for the expanded keyword strategy.

SEO Strategy

The SEO strategy entailed implementing HubSpot software management system  for tracking, writing new content with meticulous attention to each page’s details starting with the URL, so it contained the main keyword theme. Additionally, each element of meta data on the web page was carefully written to maximize search engine discoverability and conversion once found. Each page was written with 400 or more words of relevant content, supported by images to help communicate the client’s value proposition. Each page has a CTA and landing page  for lead conversion.

SEO Case Study Results

The process described above took approximately six months to complete. Once the new pages were published on the website and the requisite Google Webmaster account details were updated, the new content was quickly indexed by Google. The client began receiving traffic from the expanded keyword list. Even, the short-tail, highly competitive keywords benefited with higher page rankings from the authority gained by adding new content to the website. The end result was an increase in sales leads from organic SEO listings that more than tripled during a nine month period.

We cannot disclose the name of our client in this SEO case study to protect their identity from competitors. Please contact us if you would like more information about how we developed this search strategy if it is relevant to your situation.