BFO partnered with the company to help them overcome the challenges of winning top tier product keywords in an effort to improve organic leads, with goals including:
- Rank #1 for their target term, “firewall management”
- Increase organic footprint of “firewall management” related terms
- Support ongoing site initiatives with a growth-minded SEO strategy, including site transitions/maintenance
- Enable the marketing team to invest less in Event Marketing by driving more leads from organic
BFO created new landing pages and performed intensive testing for various lead types, marketing events and collateral.
We optimized the existing site content and leveraged competitor analysis and keyword research to discover new traffic opportunities. Using this data, we created new, optimized content including product/solution-focused content and blog posts.
In addition, we assisted with site maintenance and transitions to ensure all technical/platform changes to the site were SEO-compliant and served to improve the site’s organic performance. We updated URLs to a more search-friendly format and created a proper redirect strategy to ensure traffic and rankings were maintained throughout the transition process.
Through implementing these solutions, we helped our client achieve a 43% increase in organic traffic from February to September. We also earned 76% more organic leads across eight different lead types (including webinars, downloads, free trial requests and demo requests) from April to September.
BFO ended our engagement with a third (50/150) of our tracked keywords ranking on page 1 of SERPs, including the client’s primary target keyword “firewall management.”
Finally, BFO managed the SEO portion of a CMS upgrade and site re-architecture, which usually results in a 3-6 month drop in organic traffic/rankings. However, we helped the client fully recover—with YoY growth—in just one month.