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B2B

539% increase in organic traffic

How we helped CRM become the authority in a competitive vertical.

The Client

Founded by 2 ex-developers of CRM software, they sought to build a platform that provided open, honest reviews of CRM platforms. After a couple years of creating content, they grew frustrated with the lack of organic traffic to the site. Without it, their business model didn’t work. They hired us with one clear goal – 10x their organic traffic.

The Plan

  • The site’s function is to publish articles that help consumers make informed decisions about which CRM to choose for their business. The entire campaign would hinge around content (both quality and volume).
  • Our initial audit showed the site’s existing content provided great insight, but had formatting issues (HTML markups, images/media, canoninicalization). Their writers needed better guidance and process to fix the errors.
  • The website lacked the authority to rank for competitive keywords. (authority = quality links). We needed to put a scalable link acquisition process in place to get the site on track.
  • There’s a lot of chatter about CRMs online, we wanted CRM.org to be the focal point of the community. In addition to long form blog content, we needed to build pieces that engaged and mobilized the community as well.

The Execution

  • Content audit // While the site already had a lot of good content, it wasn’t performing up to potential. Our content audit uncovered issues with formatting, targeting, keyword usage and an overall lack of authority (links). We put together an action plan to improve existing content, before launching new content campaigns.
  • Keyword research // We scraped competitor traffic to find additional keywords that needed to e featured on the site. Using our ‘keyword gap analysis’ tool, we identified an additional 1m in annual search volume that was hyper relevant to the site’s audience.
  • Content strategy // It’s not as simple as just writing articles around keywords. You need a cohesive strategy to ensure each page is targeted properly, speaking to the right audience and will drive traffic in perpetuity. We put together a content strategy that detailed audience personas, article formatting guidelines and a detailed content calendar to ensure we could create large volumes of content without sacrificing quality.
  • Link outreach // The final piece of the puzzle was getting a steady stream of inbound links from reputable sites. We launched outreach campaigns focused on industry blogs and sites that would naturally link to CRM.org. Since their content was so good, we had great success getting the website featured on a regular basis.

The Results

  • +20x

    organic traffic

  • +100

    link placements

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