Case Study
SaaS SEO Case Study – Cybersecurity Company Increased Organic Traffic by 167% and
MQLs by 111%
We helped a cybersecurity company to reverse a downward traffic trend and double their organic traffic within 8 months.
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Keywords ranked on the first page
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Increase in organic traffic
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Increase in MQL
Client Background
The client website SEO was fairly successful in the past. Organic search had been their main lead generation channel that grew their cybersecurity SaaS company from a 0 to 7 figure business. The average client LTV is 5 digits.
Their main strengths were the quality of their content, their participation in the communities related to their industry, and the fact that they are just cool new technology that helps websites protect from attacks.
The Challenge
With the growing competition in SERPs, their traffic started to decline. In the span of 11 months, they had lost nearly 40% of their organic traffic and it imprinted the revenue numbers.
Their attempts at reversing the trend by creating backlinks and writing non-SEO optimized blog posts were unfortunately not working.
In a last attempt, they redesigned their website and put a lot of effort into their site speed thinking it would “do it”.
It didn’t work as expected.
From SEO strategy to execution, this is the work that took place in the following months.
Initial SEO Analysis
The first priority was to understand where the traffic was declining so we can start getting clues as to why and what to do.
We reviewed every change that was made to the website in the last year alongside the traffic trend.
With this SEO analysis, we discovered a few potential issues and areas for improvement:
- The traffic decline was global, more than 90% of their pages were losing traffic
- The decline was slow and steady with no sudden big drops
- A specific set of product pages had lost 33% of their traffic following the redesign migration
- Their current content strategy was not performing well because blog posts weren’t SEO optimized
- Their main keywords and pages didn’t rank on the first page
- They didn’t have SEO-optimized solution and product pages
Technical SEO Audit
Technical SEO audit identified 18 issues that needed to be resolved.
We prioritized them in order of importance with the quick wins first.
We met with the marketing team and developers to review each action item and assign them to responsive team members
Here are some of the things we addressed within 1-2 months:
- Switched some menu links and content from client-side rendering to server-side
- Deindexed tags and empty URLs that were creating hundreds of low-quality pages
- Reorganized the blog categories so they are more SEO and user friendly
- Added contextual internal links in every blog post
- Cleaned up internal 301 redirects
- Changed 302 redirects to 301 redirects
- Fixed canonical issues on a specific group of pages
In parallel, we were working on the 2nd of the third important pillar of SEO…
Content Editorial: Planning and Revision
On top of the existing page traffic decline, the new blog posts were not attracting enough traffic to reverse the trend.
The topics and keywords selected were too narrow and often no keyword and SEO research were done before writing.
We set a goal to reoptimize existing blog posts and write only on topics that can drive organic traffic to the site. We decided to increase the pace from one article per week to 4 articles per week.
We completed content gap analysis and keyword research to identify keywords that have search volume and grope them by intent and topic.
Because the site already had authority, we were able to start ranking on the first page for long tail keywords first and continue to target keywords with much higher search volumes.
The process for writing SEO optimized blog posts was the following:
- Determine a primary keyword, search intent, and article angle
- Prepare a detailed brief for each article including an outline and ideas to make our article stand out
- Writing long-form posts and multiple revisions to rank as high as possible after we go live.
Here is an example of the performance of one SEO-optimized blog post that we published. Organic traffic and impressions grew overtime adding up to the overall visitors and leads count.
Link Building
Link building is our agency’s specialty and we were able to plan and work on multiple link-building campaigns such as non reciprocal link exchange, competitor links building, link insert, and broken links building. We created hundreds of backlinks from reputable, high authority domains with organic traffic and helped significantly improve domains authority and rating
Link-building activities contributed 80% of the success of the campaign and helped us rank in top 1 for high competitive keywords.
The Results
Results rarely happen by chance. As I always do at the start of a project, we had set goals on key metrics.
Stop the downward trend as soon as possible
We stopped the downward trends in 3 months with a slight traffic increase of 4% on month 3. It was the first month in almost a year that the traffic was up.
167% Increase in organic traffic
Twelve months later, the monthly traffic is almost triple what it was prior to the SEO campaign.
111% Increase in MQL (Marketing Qualified Leads)
The number of MQLs we generated form organic traffic significantly increased and more than doubled compared to before SEO.