GlobalVision, a B2B SaaS Company, Saw A 9528% Increase In Their Monthly Organic Traffic

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saas case study

SERVICES

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THE RESULTS

Increase in Organic Traffic

9528%

Increase in Ranking Keywords

7490

Increase in Leads

325%

THE CLIENT

GlobalVision is an established brand within the packaging industry, working with some of the biggest, most recognisable brands in the world such as Coca-Cola, Nestle and Pfizer. They help companies across all industries save money with their automated proofreading software which eliminates errors in artwork before production.

GlobalVision's core platform specializes in packaging and labelling quality inspection. Their suite of applications encompasses Text, Graphics, Barcode and Print Inspection.

THE PROBLEM

GlobalVision has been in the industry for over 20 years and while they have some good press coverage online and a good backlink profile, their organic traffic was lacking overall due to their lack of SEO.

They are in a very niche market of “packaging inspection.” And because the search volume for the target keywords was very low due to the users being unaware of the solution, we had to alter our approach.

Despite having very minimal direct competition in terms of positioning, they had plenty of indirect competition. This competition happened to be authority websites in the broader term of “packaging” competing with them for key search terms in the search results. This is a huge problem for a company whose target demographic is relatively small.

At this point, despite being a global brand, GlobalVision’s traffic was lacking. They needed a way to be found on Google, by users searching for their solutions either directly or indirectly.


THE STRATEGY

Initially, our goal was just to increase their organic traffic. However, even though the search volume for the target keywords weren't very high, we were aware that these were high ticket items. Meaning, a small increase in traffic for commercial keywords could see a huge increase in revenue. In essence, because of how specific the client’s niche is, the majority of online traffic is high-quality. The conversion rate is high as the users searching for the client’s services are already looking to make a purchase.

Our strategy was as follows:

Identify The Audience Persona
Before starting the keyword research or content optimization, we needed to know who we were targeting.

  • Who are the Potential Users of our Clients’ Products?
  • How would they find it (what were they asking?)
  • Where are they in the buyer’s journey? Are they ready to complete a transaction?
  • What are their roles within the company?
This gave us a good idea of the type of content we needed to produce. We can use tools such as Answer The Public to get some of these answers, but the simplest way was to ask the client themselves. They had an entire marketing department that could really break this down for us. Their data gave us valuable insights as to how we should angle our efforts

The companies that use their products are usually corporations that want to ensure quality control through their product rollout, and printing companies. Either way, it would seem that this was no small purchase, both financially and logistically, as applying their software logistically through their infrastructure would be a big task. It came down to decision-makers.

 Executives are more likely able to make a purchase right away, so getting them on the landing page is optimal. However, there is a limited amount of keywords for direct purchase, so we knew that we could use educational content related to the topic. All we needed to do was lead them to the site with the content which will lead them to the landing page. If nothing else, it would have been beneficial for brand awareness. We’d be able to help make the client look essential to their business, which is always a positive thing.

We categorised their content into:

  • Transactional - for landing page product pages 

  • Informational - for blog posts to build awareness of the product

For example, the keyword: Barcode inspection software is a transactional keyword. The user knows exactly what they are looking for and has the intent to buy. We can create a product landing page for this, selling the features of the software, focused on conversion rates whilst still ensuring its optimised for search engines. For this type of page, we wanted to convince the user that the client is a credible brand that they can trust.

On the other hand, the keyword: sustainable packaging shows an overlap. Our client is in the packaging industry. Those who are reading about sustainable packaging probably work within the industry or a student within it. This isn’t a primary keyword but we wanted to draw in the relevant audience into the blog. We, therefore, optimized the blogs for this keyword instead of any landing page.

 We enforced a solution awareness campaign. Bring the correct audience in and make them aware of the solution to an issue that they may not have thought about solving. The blog also served users which may not necessarily be decision-makers, perhaps in lower management positions who can then inform the decision-makers on a better solution, or students who can bring attention to the software for future use.


Gauge the Size of the Search Market with Keyword Research

Not every campaign is suitable and/or effective for SEO. Some are better off with PPC, Social Media or Affiliate Marketing. We needed to gauge whether search can bring enough organic traffic and sales to the site. After all, if people weren’t aware of the solution in the first place, why would they search for it?

We wanted to make sure that the keyword research was so comprehensive, it would cover every single keyword that GlobalVision would ever want to rank for. This means that we never have to go back and “find more keywords” or re-optimise the content again.

Looking at the search volume of these keywords, we could also then identify the traffic potential from the direct keywords for the landing pages and secondary keywords for the blog. So we did the following steps:

Step 1: Compile Keywords

We found keywords from 8 different places to compile them from:

Google Analytics
Google Search console
Keyword planner
Answer The Public
Ahrefs Keyword Explorer
Related Keywords via Google
Google Adwords Campaign
Competitors Keywords

Step 2: We cleaned the keywords list

First, we removed any duplicate keywords and keywords that did not make grammatical sense. We made sure that the only keywords that remained were the ones that would actually bring some value to the business and were relevant to the site.

Step 3: Group the keywords into topic clusters

We knew that Google ranks topics which can contain plenty of keywords. Moreover, we saw that there was so much potential for certain existing strong pages to rank for far more related keywords if we just optimised it further. However, how do you decide which keywords go on which page, and how do you avoid keyword cannibalisation?

We needed to group these keywords into topic clusters. Grouping is a very intricate process, it requires great intuition from years of experience and a little bit of science. This will also make it easier for us to organize the keywords and assign them to their respective pages.

First of all, there are 2 methods we can use to group keywords. The first way is to use your intuition, we know that “text inspection” is related to “text comparison”, but “spell checker” may be a whole other topic.

However, should text inspection and text comparison be ranking for the same page, could they rank for the same page or are they treated as a further 2 separate topics?

There are many ways to find out, usually the highlighted related keywords in Google search can show if a keyword is related and rank on the same page.

The second way is to look for what Google is trying to rank. Clue: it’s hidden in plain sight. Check the first page since that is where you want to be. Our criteria is simple, if a keyword exists in the first page, and the second related keyword you are attempting to rank also exists in the first page, within the same page that the first keyword is in - then the proof is in the pudding.

Surely this would take  100 years to do for thousands of keywords, searching 10 results for each right?

 Using some of the most powerful tools in the market, we reversed engineered the keywords rankings and looked for co-occurrences between the sub keywords and the “seed” keyword. If there existed a page on the first page with the same keywords, we grouped them together - not necessarily all in the same article, but together.

For example, if the seed keyword is “text inspection”, we know its the same topic as inspect text, well how about check text, text verification, text comparison, compare text? Or should each of those be in its own group? Sometimes there are overlaps, and it’s up to us to make the call whether it’s worth creating a new page for that split group, or consolidating it into one. We look at the keyword difficulty, any other variables, what the Search Engine Result Pages (SERP) are showing, and that’s where the intuition comes in.

Step 4: Map the keywords into content

Now that we had a list of keywords, it was time to map it out to content. 

Finally we mapped these keywords out into the existing content and future content.

This process is relatively straightforward. We first looked at which pages were already ranking for which keywords and map the keywords into those pages. If the keywords are not yet ranking, we look into what content they could be inserted to, or create an outline for the content to be created in the future.

Technical optimisation
Before even optimising the content, we needed to make sure that the technical aspects of the website will not hinder the ranking potential of the website. We looked at:

  • Website Speed
  • Mobile Friendly
  • Google Search Console Setup (crawlability, canonical address, international targeting, sitemap, robots.text, indexing issues any redirect issues)
  • Website Architecture/Silo Structure etc.

Tools used:
Screaming Frog
SiteBulb
Ahrefs
Google Search Console

Content Optimisation:
Structured Data
Keyword Cannibalisation
Duplicate Content
Internal Links
Duplicate meta data
URL structure

Page Level Analysis:
Outbound links
Meta title, h1-h4, url, keyword density, image optimisation
Cora SEO recommendations (density, related keywords, LSI)
POP recommendations

Tools Used:
Cora SEO
Page Optimizer Pro

We found a lot of things lacking, multiple pages written on the same exact topic with the same intent, it was best to merge these into something more comprehensive and have it rank for one large page. Lack of internal links meant they weren’t funneling the link juice to the right pages correctly. And by optimising the main keyword placeholders and keyword density in those places, we saw a sitewide increase not just in rankings but in overall amount of keywords that were ranking, picking up new keywords we optimised for in the content.

We optimised the pages by reverse engineering the search results for each target keyword to make sure that whatever we implement is exactly what Google is looking for. If the data is absent from Google serps, we don’t simply use “rule of thumbs” to make the changes, we look at the testing done from our test groups to confirm what the most effective changes are.

We wanted to ensure that whatever we did, we used data and only data to drive the campaign strategy. No guessing games. We looked at every intricate detail such as Keyword locations, keyword variations, word count, URL structure, data-markup, redirects, link juice funneling, we made sure that everything was maximally optimised so that no keyword opportunity was wasted.

As the content was separated into either landing page vs informational content (blogs), they had to be treated differently in terms of optimisation. We couldn’t write a 5000 word guide for a product landing page for example. We optimised the landing pages for high buyer intent keywords, perhaps lower in search volume but much greater conversion rate.

The blog meanwhile was optimised for secondary keywords and we optimised this for conversions by creating a funnel around it depending on where the targeted user will be.

Now that the content was ready…. on to link building!

Link Building Strategy

We always look to Google to see how much it will take to rank from a link building perspective. We know that our content wasn’t lacking, and is in fact the best of its group, so in order to get to the top, we needed the other missing factor which are links. We looked at the best performing content, performing based on its content and not for other reasons and look at how many links they had, then we aimed to beat that. We didn’t worry too much about domain authority as that comes with time and unimportant given that we were funneling link juice from high PA pages correctly, we focused on an individual page by page level.

Using Cora Software connected to the Ahrefs API, we are able to get an analysis of where we stood with the competitors, where we were lacking, anchor text optimisation. And so we fine tuned our link building campaign to this.

The aim was to build the right kind of backlinks to the website from authoritative and relevant websites. This has 2 benefits:

Referral Traffic - People who are interested in the product or topic will actually click the link and be made aware of the software solution.

Boost Page Rank - These are exactly the type of links Google is looking for, authoritative and relevant.

 There are a hundred different link building strategies but we believe in the 80/20 rule, keep it simple and practice what is effective. We focused on sending out guest posts and resource link building since these were the most scalable. Since our initial target was the landing pages which wasn't a resource page, it was difficult to get link inserts to that. Instead, we focused on guest posting on very authoritative packaging blogs that have substantial amounts of traffic. This helped boost the landing page rankings and they were ranking top for all their main key terms.

Now the secondary keywords we could get through resource link building, asking websites to link to our blog posts on the topic as a further source of information based on the topics they discussed

Next was to scale this process

Scaling link building can be done but you need a systematised process and well trained staff. We had 4 roles to effectively manage link building:

Project Manager
Outreach Manager
Link Prospect
Writer/s

The project manager decides on the link building strategy and tactics to employ as well as the target pages and anchor text.

The first step of link building is finding potential prospects, whether these be for guest posts or resource links. We use citationlabs Link Prospector as it saves a lot of time in prospecting vs manually and gets much more in-depth results than tools such as buzzstream or ninjaoutreach. The prospectors job would be to clean through the list ensuring that only the worthwhile prospects remain relevant, meets minimum metrics criteria in DA and traffic, and finds the right contact details. Which is important in order to not waste the outreachers time.

Once the list of prospects are well cleaned and presented on a spreadsheet with all the relevant contact details, our outreach manager starts their work. We try to personalise each email specially in this campaign as we couldn’t use the “pray and pray” approach as we would run through the prospects quite quickly. Our placement rates worked out around 6% of the total outreach with the more successful campaigns having over 60% reply rate.

If the link is a guest post, then we would simply get the writers to write the guest post. Ensuring that all guidelines and quality required were met. Our writers were trained to write high-quality content with links subtly inserted inside.

 With this system we were able to scale the link building process, building over 200 links within 12 months.

Link building tactics used:

Guest Posting - Tried and tested, we contacted packaging blog and offered our insight as industry leaders in the packaging inspection industry. Surprisingly a good response rate.

Resource Link Building - Difficult to pull off in a very niche industry.

Partners Pages - GV had a lot of partners all over the world who sold their products at commision. We reached out to them to display the GV logo and link back to the website.

PR Outreach - This was handled externally by Global Vision’s PR team, as Global Vision was industry leaders in the packaging inspection industry, they routinely got PR mentions with backlinks.

Affiliate Marketing

Latest Mentions - Using Ahrefs mentions alert, we set up an alert system for related keywords. As soon as the keyword was mentioned in the article, we inspected the article to see if it was relevant for us to add a link there. Then as the article was still fresh in the publishers mind, we emailed them to ask them to add our link.

Brand Reclamation - GV had a lot of mentions, we reached out to websites that mentioned them but didn’t link out.

Scholarship Linkbuilding - We offered a scholarship to students within the graphics design or packaging industry. We reached out to a curated list of Colleges to link out to our scholarship page form their external scholarships page. This yielded 30+ scholarship links.

Expert Roundup

To find out more about our link building process check here: https://tothetop.agency/link-building

From here on out, it was mainly about adapting. Every month we will review the best performing content, which content needed a boost, find new content to create based on the keywords group list, optimise existing content, build links to them, and rank them as we go along.

Potential plans for the future are tools creation such as barcode checker, text comparison etc. These tools are great link magnets, and are huge keywords. Potentially it could attract 100k+ traffic but it requires investment in developers to get it done. It is also unqualified traffic, however its possibly relevant audience and for bringing eyes to the solution, its a great marketing solution.

THE RESULTS

Domain Authority went up from 32 to 52.

Online Organic Traffic increased from 1k per month to 10k per month resulting in more leads

1300 organic keywords to 8000

Beyond that, the number of editorial links increased dramatically to the domain, building page and domain authority and increased referral traffic to the site from the links

The landing pages were the primary lead gen, however the supporting content brought in the majority of the traffic, keywords such as “data integrity” or “dieline”.

There is definitely more room for improvement. We believe that with additional pages, tools and broadening the keywords landscape for the site, we could take this very niche website into the 100k traffic range.

Tactics Used


  • SEO Audit
  • Keyword Research
  • Keyword Strategy
  • Content Gap Analysis
  • Competitive & Market Share Analysis
  • Link Building

GlobalVision May 2017 vs. Oct 2018 Organic Traffic

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