How B2B Hiring Company Found its First Client from SEO in 4 Months
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Situation
After creating a new website to market the service, the client wanted to launch an SEO campaign that would help attract potential customers to the website and avoid high-cost PPC channels.
Goals
Acquire the first lead and the first paying customer from organic search, then expand the process to continually gain new clients through organic search, thereby increasing the prospect pool for the sales team. Depend on a sustainable number of Sales Qualified Leads (SQL) from search engines.
Strategy (the idea behind)
The main strategy for customer acquisition with SEO involved creating a content funnel comprising various types of content. This content targets the different stages of the customer journey, ranging from awareness of existing problems to researching potential solutions, and finally, the consideration stage. We recognized that in B2B environments, before making a final decision about a provider, potential clients expect to have at least seven interactions with the brand. Our content needed to be visible throughout these stages. However, two key components were essential to turn this strategy into reality. The first is high-quality content, and the second is niche-relevant backlinks.
Results
- Traffic: 1K monthly users from non-branded traffic in 6 months.
- Sign-ups: the 1st paying client in the 4th month starting from scratch. Began generating up to 5 SQL monthly within the first 6 months.
Actions
Tech SEO
As usual, we started with the technical SEO to make sure that the website is ready for further SEO activities.
Content
In terms of content, we aimed to write 8-10 blog articles monthly to build the funnel with awareness and consideration content. To adhere to this specific monthly quantity without sacrificing quality, which is crucial for the B2B audience, we established a multi-level process for iterations. This process involved native-speaking writers from the U.S. and business co-founders in the content creation process. We also built a proofreading process involving HR and tech specialists. At the same time, we prioritized very specific topics relevant to the core problems and solutions of our target audience. Our goal was more focused on generating leads and clients, rather than just attracting traffic. Part of the process included updating existing content with new information periodically and optimizing it for SEO according to the keywords identified in Google Search Console. Additionally, we developed service pages that targeted the bottom of the consideration funnel or audiences already aware of our service. The goal of these pages was to convert users into leads.
Link Building
As for link building, we created around 15 backlinks monthly through guest posts and link insertions. We included only niche-relevant websites in our outreach list and avoided generic websites that posted articles on a variety of topics. The main goal was to boost trust in the domain, decrease the sandbox time, and enhance the performance of specific articles that had already gained some traction from Google.
EEAT Optimization
An important part of our SEO process was to demonstrate to Google that this site, despite being new, is worthy of trust. We needed to show that behind this service is a team of professionals ready to start great work for new clients. That’s why we paid special attention to trust pages like ‘About Us’, ‘About authors’, and monitored testimonials on different platforms. We also involved various people in the website content with quotes, corporate photos, etc
Conclusion
The result of our cooperation was the fact that we managed to acquire the first paying clients within the first 4 months, and built up the infrastructure for consistently generating a few highly relevant leads each month. Given that the website is new and the results from SEO campaigns are typically delayed, we succeeded in creating a strong foundation for all future SEO activities and a space for growth.
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