My client was a SaaS provider in the human services space. When they approached me about SEO work, they were suffering organic traffic loss to competitors in the market expanding content production and winning on SERP over my client.

The Process

To improve their performance, we looked at three areas:

1. Identify 3 ICPs and gaps of content solving each ICP's needs

2. Analysis of their current traffic came from (social, organic, referral) to identify channel gaps

3. Existing and previous customer journeys—how did they originally find my client

The Solution

Once we have the information we needed, I proposed a targeted package of content that filled gaps for 3 ICPs (20x pieces in total, split as one ICP seeing ten items and the other two seeing five each).

Then we reviewed their weakest channel—video. It was a space none of their competitors used. So we recorded several short videos of my client explaining how to approach issues their ICP faced. We set up a YouTube channel and then embedded the videos in articles on the website and uploaded shorter clips on social (LinkedIin + Twitter) and linked back to the articles.

The Result

Client saw a loss in irrelevant keywords from their total, and an increase in pages ranking in top 10 and more appear in lower page results with opportunity to expand. Their organic traffic value more than doubled in rate and they saw a 15% increase in qualified leads.