Services: Enterprise-Class SEO , Technology Assessments
At a Glance
Our client is a leader in next-generation security information and event management (SIEM) and cloud-based security analytics and operations management. Their platform enables security for the cloud, within the cloud, powered by advanced analytics, behavior detection, threat modeling, and machine learning with unlimited scale. Their technology improves visibility, actionability, and security while reducing management complexity and burden on analysts. Convertiv collaborated with the client’s in-house team to improve the content on the site and create new pages with specific SEO goals. This resulted in an increase in organic traffic, keyword visibility, and achievement of keys goals in just two months following the implementation of Convertiv’s recommendations.
While the client is a leader in their industry, they struggled to achieve organic visibility for core keyword themes that relate to the solutions they provide. They had established a solid baseline of existing organic traffic, but it was primarily driven by branded search terms with variants of the company name. As they set their sights on future growth targets, it was vital for them to expand their organic presence beyond brand-related search terms and drive more relevant traffic to the site.
Convertiv was engaged for SEO assistance, including analyzing the client’s past performance and providing specific recommendations for increasing visibility for industry-related keywords.
Convertiv conducted an in-depth SEO assessment to understand the state of the site and identify opportunities for improvement. This included analyzing technical SEO elements, on-page elements, and content gaps and opportunities on the site. In addition to the core SEO assessment, Convertiv also conducted extensive keyword research. This was a collaborative effort, with the client providing feedback on the significance of specific keyword themes to their industry and business. This process allowed the Convertiv team to understand the competitiveness for these keywords and provide a content roadmap as a final product. This deliverable detailed the type of content need to achieve visibility for the keyword targets.
Based on our findings from the SEO assessment and keyword research that was completed, we identified the following areas as opportunities for improvement:
Convertiv provided recommendations for pages and page topics to be created and provided a content template for client stakeholders to use as a guide during the content creation process. The content template provided a general content structure for the page and incorporated the relevant content themes, questions, and answers that would need to be addressed in the text to achieve visibility for specific target keywords.
After the client implemented the site and content recommendations proposed by Convertiv, traffic and keyword visibility for the site increased significantly in just two months.
Non-Branded Organic Keyword Growth
Following the implementation of Convertiv’s recommendations, the client’s site experienced growth in both traffic and keyword visibility in the two months following implementation as seen below.
Top 1-3 Positions: +37.5% MoM
During the month of October 2020, our client saw a +37.5% increase of the number of non-branded keywords that moved into the top 1-3 positions in the search engine results pages (SERPs) over the previous month. They increased to 22 non-branded keywords from 16 non-branded keywords in September.
Positions 4-10: +9.86% MoM
The number of non-branded keywords in positions 4-10 in the SERPs increased by +9.86% over the previous month, with 100 non-branded keywords ranking in positions 4-10 versus 91 keywords in September.
Positions 11-20: +18.25% MoM
The number of non-branded keywords ranking in positions 11-20 in the SERPs increased by 18.25% over the previous month, with 337 keywords ranking in positions 11-20 versus 285 keywords in September.
Increase in Organic Traffic Month-over-Month
Since implementing content recommendations in late July and early August, the site has experienced growth month-over-month.
Overall, making technical updates, on-page optimizations, and, more significantly, launching updated content for various pages on the site, enabled the site to gain visibility and traction for target keywords, increase organic traffic to the site, and experience an uptick in goal completions for pages of significance.
MoM Non-Branded Keywords in positions 1-3 in SERPs
MoM Non-Branded Keywords in positions 4-10 in SERPs
MoM Non-Branded Keywords in positions 11-20 in SERPs
Keyword research is the foundation of any effective search marketing program. Sound research can avoid revenue loss due to inefficient pay-per-clic...