o9 Solutions +48% growth in leads without content creation

THE

CHALLENGE

o9 Solutions had ambitions to grow organic traffic, leads and market share in the US. SEO content creation was not a priority for management, and therefore there was no SEO budget either. On the other hand, o9 Solutions' competitors have websites with hundreds of content pages.

OUR

RESEARCH & GOALS

Through keyword research, we carried out an in-depth potential analysis and, combined with a competitor analysis, examined how we could achieve the highest ROI. The research showed that o9 Solutions fell outside the top 10 for the most important keywords. In addition, the website had minimal visibility across the entire funnel: at awareness, consideration and decision level. In the focus countries the Netherlands, the United States and Germany, market share per funnel stage was very low; awareness (0%), consideration (0%) and decision (4%).

THE

SOLUTION & IMPLEMENTATION

To realise growth, we scrutinised the content and restructured it. The website structure was optimised by removing unnecessary category layers. This extra category layer added no value to the customer journey from the perspective of conversion and assisted conversion. This way, the ‘Solution’ pages can gain more authority. The content audit was carried out on poorly performing pages (few impressions, clicks, engagement or conversions), after which we removed these pages and moved relevant content to focus pages. We also improved conversion on landing pages by adding essential elements, such as USPs and Use Cases. For the awareness stage, we turned audio content, such as videos and podcasts, into written content.

Automating internal link building optimises the internal authority of the ‘Solutions’ pages. All blogs and podcasts now automatically generate links to the service pages. By integrating Digital PR into the sales process, with publications about partnerships with o9 Solutions, we strengthened the authority of the focus services, and by scraping various data sources, journalists in relevant sectors could be approached with content relevant to them.

Finally, we discovered that the forms on the ‘Solution’ pages had a high drop-off rate. We optimised conversion by changing the current multi-step form to a shortened form, without compromising the quality of the leads.

THE

RESULTS

The results prove that great results can be achieved in competitive markets even without a budget for content creation. As long as a solid SEO strategy is formulated based on data insights and an efficient multichannel approach.