How we soared monthly traffic to 70,000+ in 6 months for this HRTech client
This client’s software helps businesses improve growth and productivity through internal communications. Their software allows easy creation, sending, and tracking of HTML emails within Outlook or Gmail.
The numbers in a nutshell:
October 2022: 22,825/mo in organic traffic
April 2023: 49,220+/mo in organic traffic, AND:
75%+ increase in 2-week trials
34%+ increase in MRR
The goal: Scale traffic and search visibility
We’ve been serving CM for a while now on our Grow plan, reeling in a steady 20k+ in monthly traffic the past year, as seen in the screenshot above.
But understanding the true value of long-term SEO, CM disclosed in our October call that entering 2023, they wanted to double down on SEO and increase their visibility on search engines.
By doing so, the client hoped to:
Increase brand awareness in their space
Get more trial sign-ups
Boost their monthly recurring revenue.
The plan: Ramp up output with a data-backed SEO strategy
If we wanted to increase organic traffic, we needed to produce more high-quality content. After all, HubSpot research revealed that posting 2-4x a week is best for maximizing organic traffic and increasing brand awareness.
It was time to scale, so we upgraded them to our Unstoppable plan, which allowed them to post twice a week or use the extra words to create more comprehensive long-form pieces.
For the client, our approach to content strategy involves the following:
Compile suitable topics: We worked with their team to pick relevant topics that align with your business goals and target audience, such as "sales productivity," "email marketing," "internal communication," etc.
Find high-performing keywords based on the topics: We used SEMrush to identify high-performing keywords and secondary keywords that can improve search engine ranking.
Determine the target audience: Identify the target audience, such as sales professionals, marketing managers, and business executives, and create content that resonates with their needs and interests. For example, target SMBs using Salesforce with their email platform or marketing managers looking for ways to boost productivity and collaboration.
Do competitor research: We then analyzed the competitors' content strategy, top-performing keywords, and other factors to develop a winning strategy that helped CM stand out. In our case, we analyzed the content strategy of similar email tracking and integration tools like Yesware or Cirrus Insight to find gaps in the market and position client as a unique solution.
Set up the styling guideline: Create a styling guideline that helps maintain consistency in language and structure throughout your content and reinforces your brand messaging. For example, use a casual and conversational tone with a focus on sales productivity and team collaboration to reinforce client's value proposition.
Create a link-building plan: Use guidelines to link up internal articles, share value and authority ranking between the pages, and use methods like guest-posting and link-swapping to redirect searchers to client from domains relating to sales productivity and communication tools. For example, create guest posts on sales productivity blogs or collaborate with other sales tools for link-swapping opportunities.
Set up a content calendar: Create a content calendar with regular blog posts that cover the core topics prescribed in the strategy, along with backlinks and other relevant resources to add value and enhance the user experience. For example, publish six 1,500-word blog posts and 2-4 backlinks every month, covering topics like "sales productivity tips," "Gmail and Salesforce integration," "email tracking best practices," etc.
The results – We doubled CM’s organic traffic within 6 months.
Looks like HubSpot wasn’t lying. With a boost in high-quality content published consistently, we were able to rank our client for significantly more informational and commercial keywords on a monthly basis.
As a result, CM now enjoys over 49,000 in monthly organic traffic, a 75% increase in free trial sign-ups, and a 34% increase in MRR.
Key takeaways
Scaling traffic and search visibility requires a data-backed strategy and producing high-quality content regularly.
Tools like SEMrush and competitor analysis can help position your brand as a unique solution in the market.
Targeting the right audience with content that resonates with their needs can increase conversions and revenue.
Creating a styling guideline and link-building plan can help maintain consistency in language and structure throughout your content and enhance your domain authority.
Want your site to pull numbers like that?
Looking to achieve similar results for your business? CM is a prime example of how a data-backed content strategy can lead to significant growth in organic traffic and revenue.
Our focus on producing high-quality, optimized content consistently played a crucial role in doubling their organic traffic and increasing their free trial sign-ups and MRR.
If you're interested in reaching your content goals and improving your SEO, schedule a call with our founder Tameem to discuss how we can help.
