Highlights
- Drove an additional 8,000+ monthly organic visitors to the site from content updates.
- 111% increase in content-assisted MQLs for the SaaS company.
Table of Contents
- Background & Problem
- Solution + Results
- Content Optimizations That Give Life
- Results with 1/2 the Investment
- Old Blogs Finally Delivering Results
- Technical Optimizations For a Cleaner Blog
Background & Problem
- The need to lower the Cost to Acquire a Customer from paid with growth in organic search for increased MQLs.
- Continued content production with little insights on organic search growth
- Not enough capacity to build a SEO strategy + implement for content
This company had recently raised a Series B funding round, had an established Demand Generation department and Brand department. A large portion of their business was being led through marketing-growth efforts, mainly from paid acquisition channels, spending over 6 figures a month on acquiring customers from these areas.
The content marketing department was beginning to be built and they were publishing a significant amount of content over a 6 month period, without strategic SEO direction.
The blog had a significant opportunity for growth by optimizing old content and providing guided keyword research and topics for SEO. While still providing high quality content for the specific audience. WIth the goal of driving more MQLs from content marketing efforts.
Solution + Results
- Content and SEO Optimizations for old content where rankings / search traffic can increase.
- Technical Blog Optimizations to build a high-quality content machine that people actually love.
- 111% increase in content-assisted MQLs for the SaaS company.
+8,000 / Monthly Visitor Increase
Optimizations That Give Life To Content Marketing Efforts
Updating old content that was ranking on page 2 of Google and looking at content that had declined YoY or QoQ, was a top priority for increasing search traffic from relevant articles.
Results with 1/2 the Investment
Content and SEO investment for each updates was approximately 1/2 the investment required to create net new content for their audience.
Content Updates that Drive Daily MQLs
4.5X Growth From Updates
Old Blogs Finally Delivering Results
Old blogs that weren’t bringing in much search traffic saw 10X growth in organic traffic from content optimizations and SEO updates.
Technical Optimizations For a Cleaner Blog
A large part of the technical optimizations involved reducing a large amount of that was creating 404 pages through a combination of improper tags setup in the CMS. As well as AMP pages created by the CMS that were not configured properly. These updates cleaned up a lot of content that was bringing people to 404 pages.
Results Summary
- Drove an additional 8,000+ monthly organic visitors to the site from content updates.
- 111% increase in content-assisted MQLs for the SaaS company.
