Case Study - Targeted SEO strategy drives 46% increase in conversions

Overview

Vyond concentrated on generating engaging content at the top of their marketing funnel to attract a diverse array of businesses. While they successfully created an extensive content library, there was potential for enhancing their SEO efforts.

To establish Vyond as the premier B2B animation software provider, prioritizing SEO within their content strategy became essential.

The objective was to refine Vyond’s content approach with precise SEO targeting, pinpoint high-impact keywords to bridge topic gaps across the funnel stages, and ultimately boost traffic and conversions.

Initiating this process involved conducting thorough keyword research.

I aimed to identify keywords that effectively targeted B2B buyers within Vyond’s primary market segments. This involved compiling a comprehensive list of topics appealing to audiences at every stage of the funnel—top, middle, and bottom. Implementing this strategy required crafting numerous hyper-targeted articles and transforming existing content into detailed guides.

Since driving conversions was another key goal, we designed relevant calls-to-action (CTAs) for each article.

For CTAs to resonate, it’s crucial to address readers based on their stage in the buying journey. Content at the top of the funnel included less transactional CTAs, while pieces targeting the bottom-of-funnel audience prompted sign-ups for free trials or similar offers.

With a completed content calendar, the next step was writing and scheduling each piece for regular publication to maintain traffic flow.

By adopting an SEO-driven strategy, Vyond gained the ability to engage their target audience more effectively and attract unprecedented organic traffic.

This revamped content initiative led to a 49% quarterly increase in organic traffic and achieved record highs for the website’s overall traffic.

The data revealed not only did we generate increased traffic but also that this influx was highly qualified. Through A/B testing metadata on key pages, we noted a significant 46% rise in conversions quarter-over-quarter.

What we did