SaaS SEO Case Study – Global IoT Company Increased Organic Traffic by 99% and MQLs by 611%
We helped a global IoT company break through organic traffic plateau, optimize existing and create new profitable, SEO-optimized pages.
Do you want us to develop and implement the the same SEO strategy for your business?
Keywords ranked on the first page
Increase in organic traffic
Increase in MQL
The client's website and SEO were somewhat successful in the past, with organic search serving as one of their main lead generation channels, fueling the growth of user base for IoT connectivity and eSIM business.
The client offers a large number of IoT connectivity solutions, including IoT SIM cards, IoT for healthcare, Apple Watch Family Setup, Apple Watch Cellular Plans, business and travel eSIM cards. However, most of the pages were stuck on the second and third pages of Google.
Despite the large marketing team working on inbound and outbound marketing efforts, they weren't able to achieve a stable upward trend in organic traffic. The organic traffic fluctuated without any noticeable improvements in their lead generation efforts.
We discovered that most of the solution pages had very little copy and didn't have sitewide links. The site structure included subdomains without proper linking. In addition to that, there were no ongoing link building campaigns, and they were simply outranked by competitors.
Initial SEO Analysis
We started the SEO campaign by creating a list of solutions pages that got stuck below the first page of Google.
We also identified 8 new commercial keyword groups and prioritized new page development. Additionally, we started working on 10 SEO-optimized blog posts that are relevant to their prospects. We created a content calendar and collaborated with writers on the SEO guidelines.
Through this SEO analysis, we discovered a few potential issues and areas for improvement:
- Blog posts they created before working with Nine Peaks weren't optimized for SEO.
- No keyword analysis and mapping were ever done for the website.
- Their main keywords and pages didn't rank on the first page.
- There was no active link-building campaign.
Technical SEO Audit
Technical SEO audit identified 10 issues that needed to be resolved.
We prioritized them in order of importance with the quick wins first.
We met with the marketing and web development teams to review each action item and assign them to responsive team members.
Here are some of the things we addressed within 1-3 months:
- Removed a large number of duplicate and paginated pages.
- Deindexed tags and empty URLs that were creating hundreds of low-quality pages.
- Added contextual internal links in every blog post.
- Added site-wide footer links.
- Migrated pages from subdomains to the main domain
In parallel, we were working on the 2nd of the third important pillar of SEO…
Content Editorial: Planning and Revision
The new blog posts they were publishing before working with Nine Peaks were not attracting enough traffic to improve lead generation.
The topics and keywords selected were too narrow, and often no keyword and SEO research was 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 2 articles per month to 5 articles per month.
We completed content gap analysis and keyword research to identify keywords that have search volume and grouped 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 as follows:
- 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.
- Write long-form posts and undergo multiple revisions to rank as high as possible after we go live.
We were able to start ranking on the first page of Google for very competitive keywords like IoT Connectivity, eSIM security risks, IoT device connections, what is IoT network, and other keywords.
Link building is our agency's specialty, and we have successfully planned and executed multiple link-building campaigns, including guest posts, non-reciprocal link exchange, competitor link building, link insertion, and broken link building. We created hundreds of backlinks from reputable, high-authority domains with organic traffic, which significantly improved domain authority and rating.
Link-building activities played a crucial role in the success of the campaign and helped us rank in the top position for highly competitive keywords and increase organic traffic and MQLs.
Results rarely happen by chance. As I always do at the start of a project, we had set goals on key metrics.
Start growing organic traffic and MQLs.
We were able to start growing organic traffic in 3 months. It took 6 months to significantly grow organic traffic and leads.
99% increase in organic traffic.
Twelve months later, the monthly traffic significantly increased compared to before the SEO campaign.
611% increase in MQLs (Marketing Qualified Leads).
The number of MQLs we generated from organic traffic significantly increased and almost tripled compared to before SEO.