Enterprise; Cloud computing and collaboration tools

The Challenge

Our client is a well-established SaaS company with a strong brand. Their goal is to increase non-branded search visibility, traffic, and lead generation. To start, their site did not contain much content targeting these non-brand terms around their core products.

Seer’s goal was to uncover non-branded search opportunities and help build content targeting them.

The Strategy

Uncover insights for opportunities through analysis, reporting, and ongoing consulting. Build content that meets users’ search intent to drive strong conversion rates.

Execution

1. Through keyword and competitive research, the SEO team uncovered an opportunity to build a solutions page targeting non-branded terms related to a core product.

2. Then, the SEO team built a content outline with recommendations for all on-page elements, including metadata, headers, linking, copy, images, CTAs, and CRO levers. 

3. After alignment with SEO stakeholders, the Creative (Content) team wrote the copy for the page.

4. Then, the page was reviewed by the relevant product marketing manager.

5. Finally, the page was launched. 

The Results

• Exactly 6 months after launch, this page became the most effective landing page for driving organic leads related to this product, relatively speaking. This was not only true for United States traffic but worldwide! 
• • This performance was better than any other SEO-formulated page before, for this global enterprise website. The paid campaign that began using this page earned a +6% overall lead submission start rate (+15% on mobile).