More than half of all website traffic is generated through organic search.
For businesses, that makes listing in search results for relevant queries pretty darn important. Ranking on Page 1 for the right keyword can directly lead to sales.
Case in point: Heather McLean, Customer Communications Manager at eSpatial, found out about Brafton through a web search.
When she first engaged us in March 2020, it was with a simple goal: Use content and search engine optimization to get eSpatial.com listed in relevant search results.
In less than a year, we helped the mapping-software company rank on Page 1 for many of its target keywords. And as a result, the campaign won PR Daily’s “Top Campaign of the Year” award in the digital category.
Here’s how we did it:
The Challenge: Use Content to Generate Organic Traffic
Before Brafton came into the picture, eSpatial wrote all landing-page and blog content in-house.
This strained the company’s marketing team, plus, it left gaps in eSpatial’s SEO strategy, particularly when it came to:
- Keyword research: Figuring out the ideal search terms to target.
- Page optimization: Optimizing on-page content to ensure they actually rank for those keywords.
The Solution: A Total Organic SEO Strategy, and Then Some
Advanced keyword research: Adam Barber, the CMS on the account, works with our consulting team to conduct keyword research. The goal is to identify strategic target terms for eSpatial, but also to flag existing pages that can benefit from a content re-optimization.
Search Performance Briefs (SPBs): We created data-guided instructions for how to rank for a particular keyword. Writers use the information in these documents, which includes topics and key phrases, to craft new content or revise existing content so that it has a high chance of ranking on Page 1.
Blog posts and landing pages: In total, we’ve used SPBs to write or re-optimize approximately 30 blog posts and landing pages.
Email marketing: We created and executed several email nurture campaigns, including working on several newsletter emails.
Google Ads and PPC: We’re also advising on Google Ads campaigns.
One of eSpatial’s most successful blog posts.
The Outcome: Page 1 Results and Other Organic Goodness
Page 1 Results: Of the 31 pages we wrote, 19 have made it to Page 1, with 5 earning the No. 1 spot.
Increased site and blog sessions: eSpatial increased its organic traffic 20% over the previous year. The number of organic sessions that start on the blog is up 50%.
Boost in conversions: Total website conversions (users who request a free trial) has increased 7% over the previous year. Conversions have increased 69% on the pages that we worked on.
Better engagement: Bounce rate dropped by 8%, while average session duration increased by 14%. Pages per session increased by 6%.
All told, more than 15% of organic sessions came through pages that we either wrote or re-optimized.
“We’ve had a number of the pages [Brafton] created go to the first page of search results,” Heather said. “One of the pages has been our top converter for free trials, and it has a high conversion rate.”
As more of our content matures, we hope to see more gains, and will be watching closely.
In achieving these goals, Brafton has done what it can to minimize the amount of work on Heather’s plate, and she’s been appreciative of our input.
“Brafton has been easy to work with and very responsive.”
“Brafton has been easy to work with and very responsive,” Heather said. “We never have to chase them and they always come to our sessions prepared with great content topics and recommendations. Their team handles the keyword research, and having their expertise in this area has been very helpful.”
The Bottom Line
When people have questions about something that relates to your brand or product offerings, Google is often the first place they’ll go.
The second place they go depends on what they find on Page 1 of search results.
A solid SEO strategy can help ensure that they find you, and not your competitors, on Page 1.
