The Client

  • Industry: B2B SaaS
  • Last Funding Type: Series A
  • Headquarters: San Francisco
  • Number of Employees: 51-100
  • Team Locations: Western US and Australia
  • Weekly Organic Traffic: 4K

The Opportunity

Blog posts are a great authoritative driver of organic traffic. Having a process to regularly review current resources, strengthen keyword positions, and answer even more customers’ queries would ensure it continued to deliver.

The Process

The team at MacMillan Search put into action methods to monitored and analyzed the search results. We used our findings to providing optimization direction and implementation support to the in-house team for new and existing content. Adding an SEO perspective to the tactical process greatly improve the chances to rank higher for more high intent keywords. Our strategy included:

  1. Refining existing content – The real opportunity for growth was content with high intensity to keywords within striking distance. With some refinements, we were able to increase the visibility, positions, and ultimately traffic. Tactics included:
    • Regular analysis of the winning and losing content 
    • Optimizing to improve the click-through rate for the bottom of the first-page search results
    • Improving the signals for search results on the second page and beyond
    • Reviewing the featured snippets for opportunities to optimize the results
    • Create blog content to better answer non-branded queries that drive clicks to product guide pages
  2. New content creation – Our client is a thought leader in their space and maintaining this position required quality new content at regular intervals. Our content direction pulled from the main and peripheral subject matter from the:
    • Industries and teams they serve
    • Products and their features
  3. Empowering the in-house teams – We supported content and development teams by answering implementation questions and clarifying SEO concepts. We did this using a shared Slack channel and hosting office hours.

The Results

With a process integrated and an informed team executing the blog traffic grew. The biggest highlights of Q2 were:

  • Blog content showing in 937K search results (+62% year-over-year and +48% quarter-over-quarter)
  • This increased visibility lead to 11K clicks (+24% year-over-year and +22% quarter-over-quarter)

Increasing Series A B2B SaaS Company’s Blog Traffic YoY