/ Project

SERP Excellence

Challenge

Our challenge was to start getting strategic! We began by identifying and targeting a group of high-priority search terms. Some terms described the product, while others described ways our product would fit into a larger tech stack or architectural approach. 

Our highest priority was to move our top product term to the top of the list – a difficult task due to the highly competitive nature of the phrase. We needed to beat Google on Google. 

Solution

We used the pillar/cluster approach to web content, creating new pillar pages where needed and adding supporting pages to boost them.

We also revamped our internal links and gained some backlinks (without spending money on them). We improved the page copy by highlighting target keywords while keeping the page readable, helpful, and accurate.

Value

These SEO campaigns aimed to increase new traffic to the site, particularly at the top of the sales funnel.

In the U.S. alone, the targeted search phrases stood to potentially bring in more than 20k visits per month, not counting their “long tail” associated search terms. The full and worldwide potential was staggering.

Results

Across the keyword groups, we gained featured snippets, increased the number of ranking "long-tail" terms, and brought many more people to the site. The site's worst traffic days are now better than the highest-traffic days of a year ago. 

As for the highest priority term, we managed to pass Google, Wikipedia, and other sites with high domain authority, to rank third. Our new ranking brings more users to the site and increases our odds of being highlighted by the more recent chat searches.