Case Study
More traffic and trials
Ziflow is a fast-growing SaaS company that provides online proofing software to some of the world’s largest agencies and brands.
The CMO, Mike Puterbaugh, engaged Virayo to help Ziflow capture top rankings for important online proofing terms, and subsequently turn their organic channel into a leading driver of new trial sign ups.
Goals
- Rank #1 for important product, industry and competitor comparison terms.
- Build SEO strategy to drive more organic traffic and new trial sign ups.
Approach
We built an SEO strategy to generate quick ranking and organic traffic gains, while paving a roadmap for long term growth. The end goal was more qualified traffic and trials.
Process
- Content audit: we extracted all the “indexable” content from the site and assigned one of four page-level action items – keep, remove, improve or consolidate. The goal here was to eliminate any “dead weight” content and competing assets.
- Existing keywords: we identified all the posts/pages that were underperforming from an organic traffic and/or conversion standpoint, and devised a plan to extract more value from those assets.
- Keyword cannibalization: we identified assets that were competing with product pages for important keyword rankings and assigned one of three action items, (1) de-optimize, (2) consolidate, or (3) remove from the index.
- Internal link audit: we identified key internal linking opportunities to drive more page-level authority across important product pages.
Keyword research & mapping: we performed in-depth keyword research to identify all the existing low-hanging fruit opportunities, as well as new topic areas to target. All the keyword data was mapped to new and existing URLs. - Content roadmap: we provided writers with detailed content briefs for product and competitor comparison pages, as well as long form blog content. The briefs were added to the Content Pipeline document, and helped Ziflow scale its new SEO-driven content strategy.
- Link building: we launched a series of campaigns to build quality, niche-relevant backlinks to important product and competitor comparison pages.
Results
- Ranked top two for most important keywords within 60 days.
- 93% increase in organic traffic within 5 months.
- 231% year-over-year increase in organic traffic.
- 50% increase in new trial sign ups from organic traffic in 60 days.
I engaged with Virayo on the basis of a very strong referral from a former team member who had seen great success after having worked with Virayo only a few months. My only regret is that it didn’t happen sooner. In less than 5 months we’ve moved to the top of page one for our most valuable keywords. We’ve also doubled monthly organic traffic, and seen a nice uptick in new trial signups from that channel.
