A chemical safety software provider experienced a significant drop in keyword rankings, unique visitor traffic, and website conversions following a Google penalty. As a top goal, our client wanted to understand the sources of penalty-inducing infractions. Working with the client through a deep discovery and research process, a strategic plan was put in motion to help the client achieve other important objectives. A major goal was to remove the Google penalty and re-establish traffic, keyword rankings, and site conversions.
After analyzing the website and backlink profiles, BFO discovered opportunities to strategically remove negative links and combine optimized content creation with technical SEO recommendations. Starting in 2012 following the launch of the SEO engagement while in penalty mode, the website still saw an increase in organic search traffic by 12.49% compared to 2011. Continuing technical and optimized content recommendations into 2013, the site’s organic search performance exploded throughout the year, with the client still achieving positive SEO performance into 2014.
The chemical safety software provider experienced 19% more traffic in 2013 compared to 2012 while increasing its conversions by 365%. The implementation of white-hat SEO strategies not only lifted the Google penalty, but also provided them with a more-than-steady stream of organic search sales leads throughout the calendar year. Continuing the SEO momentum into 2014, the client achieved a 34% increase in organic traffic and a 63% YOY increase in conversions.
2014 – 2015: Casting a Wider Net with Content Marketing
With the client still achieving positive performance into 2014, our focus moved from developing healthy SEO to achieving outstanding SEO performance. Our client needed to rank for more keywords relevant to the subscription-based information they sell. To achieve this, we needed to provide information to inform customers without sacrificing free trials and conversions.
Based on search volume around specific chemicals within the space, we created a fresh educational content series that lived within the client’s blog. These new indexable landing pages offered high-level, text-based information related to the more in-depth, subscription-based information. In addition, we earned quality backlinks because the pages were assembled as a shareable series. The backlinks lifted the site’s organic search visibility significantly.
The client’s overall organic search traffic increased by 47% YOY, and free trials also improved by 27% YOY. With the educational content series, we were able to cast a much wider net, increasing the number of ways people could find the client’s website through organic search. The client began ranking in the top 10 Google search results for more than 10 different keyword topics which they had no presence for previously.