SEO Case Study: HR Services Company’s Transformation with Banter Marketo

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The digital realm is unforgiving to companies that fail to adapt and enhance their online presence. Banter Marketo, renowned for their comprehensive SEO strategies, partnered with an HR Services company in March 2021, laying the foundation for an impressive digital transformation journey.

The venture sought to amplify organic traffic, enhance keyword rankings, and elevate the company’s authority in the industry.

Initial Situation (Before March 2021)

The HR Services company, despite being a player in the industry, was struggling with its digital footprint.

Their SEO metrics revealed:

    • Organic Traffic: 546 visitors per month
    • Keywords in Top 3: 10
    • Keywords in positions 4-10: 9
    • Referring Domains: 83
    • Domain Rating: 11
    • Traffic Value: $2,498

Major Challenges

  • Dwindling Organic Visibility: Despite being in the HR industry, their digital presence was not mirroring their offline reputation.
  • Stiff Competition: The HR sector is saturated with companies vying for top spots on SERPs, making it challenging to break through.
  • Limited Keyword Rankings: Their content strategy was not fetching desired results, evident from a paltry number of keywords in top positions.
  • Low Domain Authority: A mediocre domain rating implied that fewer authoritative sites were referring to them, affecting trust and visibility.

The Banter Marketo Strategy

Understanding the challenges and aims of the HR Services company, Banter Marketo curated a multi-pronged strategy:
  • Content Optimization: Enhanced existing content and introduced HR-specific topics, targeting long-tail and high intent keywords.
  • Backlink Campaign: Reached out to high DR industry-specific websites for guest posts, features, and collaborations.
  • Technical SEO: Addressed site speed, mobile optimization, and other on-site technical elements for better user experience and crawlability.
  • Continuous Monitoring: Regular check-ins on keyword rankings, traffic sources, and user behavior to tweak the strategy accordingly.

September 2023 (After):

  • Organic Traffic: 5,078
  • Keywords Ranking in Top 3 Positions: 54
  • Keywords Ranking in Positions 4-10: 385
  • Referring Domains: 123
  • Average Domain Rating: 27
  • Traffic Value: $13,093

Banter Marketo Over-Delivery in Results

Not only did Banter Marketo meet the goals set by the HR Services company, but they exceeded expectations:
  • Extended Keyword Rankings: Apart from the target keywords, several secondary and tertiary keywords started ranking, amplifying the digital reach.
  • Enhanced User Engagement: Improved site architecture led to lower bounce rates and higher session durations.
  • Strengthened Brand Image: With features on reputed websites and increased visibility, the HR company’s brand perception saw a favorable uplift.

Before & After Comparison: March 2021 vs. September 2023

MetricsMarch 2021September 2023% Increment
Organic Traffic5465,078830%
Keywords in Top 31054440%
Keywords in positions 4-10093854189%
Referring Domains8312348%
Domain Rating1127145%
Traffic Value ($)$2,498$13,093424%

Why HR Services Should Focus on Organic Ranking Instead of Paid Advertising?

Here are incredible benefits of SEO for any HR Services:
  • Long-term Visibility: Organic ranking ensures consistent visibility on search engines over time. Once a website achieves a top position for a particular keyword, it’s likely to remain there for an extended period, provided the SEO efforts are consistent. On the other hand, paid advertising provides visibility only as long as you’re paying for the ad space.
  • Credibility and Trust: Users often trust organic search results more than paid ads. A high organic ranking signals that a website is a credible source of information and is recognized as an authority in its domain. For HR services, where trust is paramount, organic ranking can significantly enhance brand credibility.
  • Cost-Efficiency: While achieving top organic rankings might require an initial investment in SEO, the long-term costs are typically lower than continuous spending on paid advertising. In the long run, organic ranking can provide a better return on investment.
  • Sustainable Traffic: Organic search tends to bring a steady flow of traffic over time. Unlike paid ads, which might experience fluctuations based on budget, campaign durations, or bidding wars, organic traffic remains more consistent.
  • Higher Conversion Rates: Studies have shown that organic search traffic often results in higher conversion rates compared to paid traffic. This is because users searching for specific services or information are more likely to engage with a website that ranks organically, as it’s perceived as more relevant and trustworthy.
  • Building Authority: Ranking organically for industry-specific keywords helps establish a business as an industry leader. For HR services, which rely heavily on reputation, this can be immensely beneficial.
  • No Click Costs: With organic rankings, there’s no cost associated with clicks. Regardless of how many users click through to the website, the cost remains the same. With paid advertising, you pay for every click, which can quickly add up, especially for competitive keywords.
  • Benefit from Ancillary Searches: Proper SEO efforts can lead to rankings for a plethora of related keywords and long-tail searches, casting a wider net of visibility. Paid advertising requires explicit targeting for each keyword or phrase, which can limit the scope of visibility.
  • Less Vulnerable to Ad Blindness: Many users have developed “ad blindness,” where they intentionally ignore or overlook paid ad placements. Organic results don’t face this challenge, ensuring a broader audience reach.
  • Comprehensive Online Strategy: While paid advertising targets specific keywords and demographics, a well-executed SEO strategy takes into account the entirety of a website, from content to technical aspects. This holistic approach can lead to a more user-friendly website, benefiting both search engines and visitors.


The partnership between the HR Services company and Banter Marketo testifies that with a structured, data-driven approach, SEO can yield astounding results. This case serves as an inspiration for businesses grappling with digital visibility, reinforcing the fact that with the right strategy and execution, digital landmarks can be achieved.