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Digital Marketing Case Study: 15x Traffic Resulting in 10x Revenue

Banter Marketo > Portfolios > SEO > Digital Marketing Case Study: 15x Traffic Resulting in 10x Revenue

Digital Marketing Case Study: 15x Traffic Resulting in 10x Revenue

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In the bustling landscape of SaaS, the need for a compelling online presence is paramount. In April 2020, a leading SaaS firm teamed up with Banter Marketo to revamp its SEO strategy.
The transformation over three years is a testament to the power of focused, strategic digital marketing.

The Starting Point (April 2020):

  • Organic Traffic: 5,466
  • Top 3 Keyword Rankings: 53
  • Keyword Rankings (4-10 positions): 225
  • Referring Domains: 1,007
  • Average Domain Rating: 68
  • Traffic Value: $17,025 (Equivalent to PPC Spend)

Challenges Faced in the SEO Journey of the SaaS Firm:

  • Highly Competitive Market
    SaaS is a rapidly growing industry with numerous players vying for top spots on SERPs. Breaking through the competition to secure and maintain high-ranking positions was a significant challenge.
  • Algorithm Updates
    Search engines, especially Google, frequently update their algorithms. Keeping up with these changes and ensuring the website remains compliant without losing its rank required constant vigilance and adaptation.
  • Content Saturation
    With vast amounts of SaaS content available online, creating unique, valuable, and engaging content that stands out and is favored by search engines was challenging.
  • Building Quality Backlinks
    Given the firm’s already substantial number of referring domains, finding additional high-quality, relevant domains to link back to their site, without resorting to low-quality link-building tactics, was a task.
  • Maintaining Domain Authority
    With an initial domain rating of 68, pushing this number further up required securing backlinks from ultra-high-authority domains, which is often a tough feat.
  • Shifting User Intent
    Over time, the nature of search queries and user intent can evolve. This means that keyword strategies must be continually reassessed and adapted to ensure alignment with what users are actually searching for.
  • Technical SEO Complexities
    As websites grow and evolve, technical issues can arise, such as broken links, crawl errors, or slow loading times. Regularly auditing and addressing these issues for such a high-traffic site was resource-intensive.
  • Measuring ROI
    With SEO being a long-term game, showcasing short-term results to stakeholders and proving the efficacy of ongoing strategies was a consistent challenge.
  • Balancing User Experience and SEO
    While some SEO practices are geared toward search engines, they must not detract from the user experience. Striking a balance between technical SEO and user-friendly design required careful planning.

The Strategy & Implementation

  • Prioritizing Keyword Optimization: Understanding the 95% of searchers don’t venture past the first page and 91% of the searches goes to top 3 ranking websites. Hence, Banter Marketo prioritized pushing keywords from the 4-10 positions into the top 3 as well as 2nd and 3rd Page keywords, pushing for the first page.
  • Backlink Enhancement: Starting with 1,007 referring domains, Banter Marketo harnessed high-quality backlink opportunities, capitalizing on relationships within the SaaS niche and beyond.
  • Content Amplification: Consistent, relevant, and authority-building content was curated. Existing content was optimized, and new formats were explored to cater to different segments of the audience.
  • Technical SEO Overhaul: Website health, user experience, and mobile optimization were addressed, ensuring that organic traffic had a smooth experience, leading to better engagement and conversions.
  • Continuous Monitoring & Data-Driven Iterations: Banter Marketo’s approach was rooted in analytics. They regularly revisited the strategy based on real-time data to ensure sustained growth.

The Transformation (September 2023)

  • Organic Traffic: An impressive jump to 74,984
  • Top 3 Keyword Rankings: Skyrocketed to 1,051
  • Keyword Rankings (4-10 positions): Soared to 3,020
  • Referring Domains: Grew by over 3 times to 3,222
  • Average Domain Rating: Climbed to 71
  • Traffic Value: A whopping increase to $201,744 (Equivalent to PPC Spend)

Before & After Comparison Chart

Banter Marketo's Over-Delivery: A Testament to Excellence

When Banter Marketo took on the SEO project for the SaaS firm, they not only set clear expectations but significantly surpassed them, proving their mettle in the world of digital marketing.
Commitments vs. Achievements
  • Organic Traffic Growth
    While many agencies would be content with a mere doubling or tripling of traffic, Banter Marketo propelled the SaaS firm’s monthly organic visits from a modest 5,466 to a staggering 74,984, showcasing growth many times over the initial figure.
  • Keyword Rankings
    The initial target might have been to significantly boost the 53 keywords in the top 3. Still, by the end of their tenure in September 2023, a jaw-dropping 1,051 keywords held these coveted positions. Additionally, keywords ranking between the 4-10 positions surged from 225 to 3,020, dominating the first page of search results.
  • Referring Domains
    Starting with 1,007 referring domains, the objective would typically be to gradually increase this number. However, Banter Marketo supercharged this growth, taking the number to an impressive 3,222.
  • Traffic Value
    The firm’s website’s traffic value was initially at $17,025. By September 2023, this value had been elevated to an astounding $201,744, highlighting not just the quantity but the sheer quality of traffic being driven to the site.

The Importance of SEO in Long-term Lead Generation

SEO is more than just gaining visibility; it’s about securing sustained, relevant traffic that can be nurtured into leads. A strong SEO foundation results in consistent top-of-the-funnel activity, laying the groundwork for ongoing business growth. Moreover, as evident from the traffic value increment, quality SEO doesn’t just bring more visitors but significantly adds to the business’s bottom line.

Benefits Reaped by the SaaS Company from Long-term SEO Investment

  • Enhanced Brand Visibility
    By securing top positions on Google’s SERPs, the SaaS firm ensured that their brand was the first thing potential customers saw when they entered relevant search queries. This continuous front-page presence strengthened their brand recognition and trustworthiness in the eyes of potential leads.
  • Sustained Organic Traffic Growth
    Unlike other marketing methods that often give short bursts of traffic, SEO provided a steady, growing stream of potential customers. This ensured a more consistent level of lead generation and opportunities for sales conversions.
  • Improved Credibility and Authority
    Ranking high in search results is often viewed by users as a sign of industry authority. By consistently ranking at the top, the SaaS company positioned itself as a thought leader and trusted resource in its field.
  • Higher ROI
    While SEO requires an initial investment, its long-term benefits often surpass those of paid advertising. The company experienced not just an increase in traffic, but in valuable, relevant traffic, leading to better conversion rates and a higher return on investment.
  • Better User Experience
    Part of SEO involves optimizing the website for user experience. As a result, visitors found a more accessible, user-friendly website, leading to longer site visits, reduced bounce rates, and improved chances of conversion.
  • Increased Market Share
    By tapping into keywords and search terms their competitors weren’t capitalizing on, the SaaS firm was able to capture a larger share of the online market, positioning themselves ahead of competitors.
  • Invaluable Data and Insights
    Through tools like Google Analytics, the firm gained insights into customer behavior, preferences, and search habits. This data is invaluable for not only refining SEO strategies but also for influencing product development, sales strategies, and other marketing endeavors.
  • Elevated Traffic Value
    The massive surge in traffic value from $17,025 to $201,744 showcases that the traffic drawn was of high quality, indicating users that are more likely to convert or make purchase decisions.
  • Long-term Strategy and Stability
    While paid ads and other strategies might provide short-term gains, SEO ensures stability in the volatile world of online marketing. The continuous effort placed in SEO safeguards the company against drastic drops in visibility, allowing it to weather algorithmic changes or industry shifts.
  • Enhanced Local Presence
    If localized SEO strategies were employed, the SaaS company would also benefit from increased visibility in local searches, driving regional business and reinforcing community trust.
  • Diversified Lead Sources
    By targeting a plethora of keywords, from broad to long-tail, the company ensured it wasn’t reliant on a single source for leads. This diversification reduces risks and ensures a steady flow from multiple channels.

Conclusion

Banter Marketo’s collaboration with the SaaS company wasn’t just about numbers; it was about meaningful growth. By emphasizing first-page rankings and nurturing organic leads, the company not only increased its visibility but also solidified its authority in the industry. This case study stands as a beacon for other businesses, especially in the SaaS realm, to leverage the undeniable power of SEO.
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