How a B2B SaaS Travel Platform 2X Its Paid Deals Amidst the COVID-19
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Situation
The website recently underwent a domain migration due to legal complications with another entity. This transition resulted in a loss of approximately 30% of its traffic. At the same time as this change, the COVID-19 pandemic began, causing a drop in demand for the software.
Goals
The client’s goals were strategically outlined as follows:
- To Increase Paid Customer Signups: The primary objective was to boost the number of signups from paying customers, a key metric that was reflected in the growth of Monthly Recurring Revenue (MRR).
- To Identify Quick Win SEO Opportunities: The strategy included pinpointing and capitalizing on immediate ‘quick win’ opportunities in SEO. This approach aimed at maximizing the Return on Investment (ROI) from SEO activities.
- To Built a Trustworthy Brand: The client placed a strong emphasis on developing a brand that earned and maintained customer trust, crucial for long-term business success and client retention.
This goal-setting reflected a comprehensive approach, balancing immediate gains with long-term brand building, crucial in the competitive digital landscape.
Strategy (the idea behind)
In line with the goals set by the founder and marketing director, our main strategy was focused on optimizing each SEO process. This optimization considered factors such as cost efficiency, resource expenditure, timing, and overall business value. Additionally, to establish a strong brand presence in the community, we placed great emphasis on the quality of our content and the value it delivers to users.
Results
- Traffic: From 15K to 53K monthly users in 18 months, after that they continued following the same process and 7X the traffic.
- Sign-ups: 3X the number of sign-ups.
- Revenue: 2X the number of paid deals.
Actions
Content
The key growth opportunity for our website was identified in content production and promotion. At that time, our competitors were publishing 5 to 10 times more articles than we were, capturing a significant audience share. However, due to limited resources for content creation, we strategically focused on blog topics that offered ‘quick win’ opportunities. These were topics with high or medium traffic potential but low competition for link building, unlike the more popular and saturated topics that our competitors were focusing on. In addition to these, we targeted topics with lower traffic potential but significant business value. Our data suggested these could generate a substantial number of leads due to their high conversion rates. We identified patterns to recognize these keywords and concentrated on these topics as well. Another key insight was that some topics, although generating substantial traffic and sign-ups, were overlooked by marketing tools like Semrush or Ahrefs. This lack of visibility to our competitors allowed us to effectively capitalize on these hidden gems.
We began by covering 4-6 new topics each month, continually reevaluating our priorities for further opportunities. This approach enabled us to choose the most effective options precisely, despite our limited resources. On average, it took about 4 months for our new articles to reach the top 10 search results.
Utilizing our existing database of articles, we updated 3-4 articles each month. This update process involved adding LSI keywords, optimizing the tone of voice for better readability, covering new key subtopics, and applying the reverse pyramid structure for overall optimization. These efforts resulted in a 300% increase in traffic for each updated article within 3 months of the update. A significant factor in this growth was our optimization for featured snippets, which achieved first position on Google for some keywords. Remarkably, this strategy led to a scenario where 10% of our articles generated 60% of the website’s total traffic.
Link Building
In our link-building strategy, we focused on the quality and overall impact of the backlinks rather than targeting a specific number. Consequently, we built around 10-15 backlinks per month, adhering to strict criteria for the donor websites’ key parameters. Our primary methods of link building included guest posting, link insertion, and partnerships. Additionally, we engaged in community forums to assist potential customers, enhancing our branding efforts. We also established a link-building process through HARO, successfully acquiring an average of 3 links monthly.
CRO & Experiments
We also conducted A/B testing on service pages to enhance the conversion rate. This involved optimizing specific elements such as the call-to-action (CTA) buttons, copy, and design aspects of the sales section. Additionally, we applied this experimental approach to SEO metadata, including titles and description tags. These efforts yielded excellent overall results, as we were optimizing both the TOFU and BOFU.
Conclusion
The system we developed led to a 7X growth in the website’s performance over the past three years, driven by our focused strategies in content and link building.
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