Case Study
SaaS Content Strategy and SEO
An AI SaaS startup, with a good domain authority 25+ Ahrefs DA, with some content marketing activity history, contracted my content strategy consultancy services to improve the existing content strategy and assist with a platform migration.
Details
Company Niche: AI SaaS developing a platform to process large amounts of data and extract insights to improve customer experience
Date: 2018 – 2019
Services: Content Strategy, Content Management, Content Mapping, On-Page SEO, Platform Migration
Client’s services are B2B and its buyer persona is large multinational companies. At the time their site needed a heavy facelift and they were planning to change the CMS. They wanted to migrate from HubSpot to WordPress. I was part of the team charged to accomplish this task.
The objective was to migrate the content to WordPress, optimize existing content, and create a content strategy for publishing content constantly in the future.
Improve the Existing Content Strategy
This project implied a change of platform and a content strategy improvement to establish the business as expert in its niche, optimization of the existing content, managing content production for the new content and its SEO optimization.
The project’s duration was about year. During this interval I was part of the team that defined the marketing strategy. We published in average 1 long form (for this niche) blog a week (1,500 words +). And we worked on the syndication of this content on specialized CX platforms.
As a direct consequence of the migration and the efforts with new content publishing, some significan results in terms of organic traffic and organic keywords were obtained.
Organic Traffic More Than Tripled in a Year
As this was an already established site, with good authority and some marketing efforts history, the purpose was to create a new site, on a new platform, with a new strategy to be able to present it in front of highly picky clients.
About 30 highly specialized articles were already published, but not optimized for SEO. During migration my primary task was to do keyword research and content mapping to make existing content searchable.
Changing the platform immediately generated a DA increase to over 40. Plus, optimizing existing content and publishing new relevant and engaging content, once a week resulted in triplig the traffic in a year.
The organic traffic modified from 2,066 visits in March 2018 to 6,915 in April 2019, or an increase of 234.7%
The Number of Organic Keywords More Than Doubles
A new platform, optimizing existing content and publishing regularly qualitative and engaging (for very dry topics) content, improved the most important KPIs.
The number of organic keywords went from 1,148 in March 2018 to 3,034 in April 2019, or an increase of 169.51%.
The number of keywords present in top 3 of search engines went from 34 to 86, or 152.94%
Requirements
Improve existing content strategy.
Manage content migration.
Create a content creation calendar.
Improve brand awareness.
Increase organic traffic.
Services and Approach
- New content strategy.
- Content audit.
- Keywords research.
- Competitor analysis.
- Content mapping.
- Content gap.
- Editorial content and flow creation.
- Content management.
- On-Page SEO.
The Results Generated by My Content Strategy Services
%
Organic Traffic Increase
%
Number of Organic Keywords in Top 3 Advance
%
Number of Organic Keywords
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