Client Success Story
“Partnering with Your SEO Agency Has Been the Best Business Decision I’ve Ever Made”
The results found in this client success story WON the Landy Award in the 2018 Search Engine Land Awards for Best B2B Search Marketing Initiative – SEO.
As an innovative product design firm, Atlanta-based Thrive needed to be visible to the right buyer at the right time. Based on Thrive’s two-month buyer cycle, this often required several touch points in order to remain top of mind to potential clients. Apart from trade shows, industry conferences, and referrals, Thrive’s only opportunity to get in front of new buyers was through their website.
Although Thrive was receiving thousands of engaged users per month, their website wasn’t meeting its primary objective: brand development. Despite driving traffic, the site’s conversion rate was low, suggesting a major disconnect between site users and conversion intention. Thrive wanted to not only increase organic rankings/traffic but produce web leads (measured through lead forms). They partnered with AIS Media that would effectively optimize their website.
The Outcome: Six months into their SEO program, Thrive’s increase in high-intent keyword rankings delivered a strong boost in organic site traffic, and more web leads than previous years.
Our Action Plan
To meet Thrive’s business goals, AIS Media restructured the Thrive website to cater to their users, connected by high-intent keywords. We knew it was necessary to understand Thrive’s target audience in order to develop an effective keyword strategy. Within the first 30 days of working with their executive team, we developed a two-prong keyword strategy broken into two personas: “Validators” and “Problem Solvers”.
“Validators” already knew the specific services they required. They needed to determine which B2B partner would be best for their needs. “Validators” prospects have a clear objective in their search, so the most effective keywords to reach them would follow “product design company”, “industrial design company” and “customer experience company”.
Thrive’s “Problem Solvers” spend time thinking about business operations or technology inefficiencies that are costing their company high dollar amounts. These prospects are less objective in their search, and may not be aware that such a B2B company exists to support their needs. Their search behavior is more knowledge seeking, using high volume keywords such as “product optimization”, “industrial product design”, and “product design development”.
Once we determined keywords for this two-prong strategy, we mapped the site to nurture ranking growth and benefit user flow. This effort required connecting Thrive’s website content to higher quality visitors, who were most likely to convert.
First, we guided Thrive through a revision of their home page, with the intent of directing traffic between two distinct target audiences. This revision facilitated the connection between site traffic and conversions by creating a clear path for potential buyers to educate themselves on Thrive’s business. We segmented the needs of each audience by developing content headed under “Show me…” and “I have a problem related to…”
The “Validators” persona would opt for “Show me”, which included key validating points, such as case study work for other clients, expertise areas, and the Thrive staff page. Because Thrive has worked with high-profile companies such as Chick-Fil-A, Coca-Cola, and The Home Depot, case studies that detailed their work and the outcome helped Thrive’s website appeal to “Validators”.
We developed additional landing pages optimized for each keyword that “Validators” would use to search for a B2B partner. Unlike the home page, these landing pages could solely serve “Validators” (or “Problem Solvers” that became “Validators” in later stages of research). Supported by high-profile case studies, the content served the “Validators” with a summary of Thrive’s success in a particular niche. Our comprehensive strategy allowed Thrive to engage “Validators” with a clear format for processing information, followed by a strong call-to-action, to leverage conversion rates.
Landing pages optimized with “Validators” in mins provided the foundation for achieving first page rankings, supported by internal and external SEO backlinking. Thrive had a history of publishing high-quality thought leadership, which resonated well with external publications in the innovation sector. We leveraged new and existing publications to support organic growth through keyword-targeted backlinking.
From the home page, “Problem Solvers” were more likely to select “I have a problem related to…” and start their education through Thrive’s expertise areas and thought leadership. In Thrive’s industry, a “Problem Solver” could be experiencing a number of issues they are looking to resolve. Often, when working together with Thrive, “Problem Solvers” identify issues are at a much greater scale than initially recognized. Thrive’s content needs to resonate with “Problem Solvers” in order to give them the confidence that they have the tools to identify and fix problems, specific to their business.
According to Jon Dalton, CEO at Thrive, their organic leads helped secure major client deals in their first year working with AIS Media. Therefore, the increase in organic leads translated to success in furthering Thrive’s business goals.
Results We Achieved
Page 1 Rankings
After 90 days, Thrive was easily found on Google page #1 organic search results. In the first six months of working with AIS Media, Thrive ranked under 40% more high-intent keywords, driving organic traffic that was more likely to convert.
Organic Traffic Percentage Increase
Optimization through technical SEO and content delivered more organic traffic to the website than ever before. After six months into the program, Thrive had an organic traffic increase of 126% more than the previous year, becoming the primary channel of web traffic (at 70%).
Continued optimization of new opportunity keywords allows for the site to continue growing organic traffic month over month.
Web Leads from Organic Search Percentage Increase
With the site more visible under high-intent keyword searches, organic search impacted the site by delivering quality conversions. In six months, the SEO program had delivered 133% more web leads than previous years.
To say the least, AIS Media’s efforts are helping Thrive’s business thrive!
“Partnering with AIS Media for SEO services has been, hands-down, the best decision I’ve ever made for my business.”-Jonathan Dalton, CEO and Co-founder of Thrive