CASE STUDY

123.7% Organic Growth for eLearning SaaS

INDUSTRY

SaaS

LOCATION

London (UK)

TIMEFRAME

October 1st, 2019 to July 1st, 2020

Nick Malekos

Senior Marketer

They have under-promised and over-delivered results with a high degree of professionalism and being accessible.

123.7%

increase in monthly organic traffic

51.7%

increase in the number of organic keywords

new backlinks acquired from authoritative and relevant domains

Increased productivity of the client’s team and established content workflows

Significant decrease of time to first draft for the client’s content writers

The company

LearnWorlds is one of the fastest-growing online course platforms in the world. With LearnWorlds, anyone can create and sell online courses from their own website. Founded in mid-2014, LearnWorlds is a UK company with offices in Greece and Cyprus. Today the company employs over 100 people across different countries and time zones.

Growth Summary

Within 9 months, we helped LearnWorlds—one of the leading online course platforms in the world—increase its organic traffic by 123.7%. We achieved this through a combination of content strategy, content audit, link building, and SEO services. Demand for eLearning increased in general in 2020 due to the COVID-19 pandemic. This contributed to our efforts and helped us improve the performance of our client’s website even further.

The Challenges

Highlights

Unclear direction when it came to content and a significant organic visibility and topical authority gap compared to its main competitors

Underperforming content that had a steady decline in terms of its organic visibility and traffic

A gap between the website’s domain rating (DR) and the websites of its direct competitors

Technical issues (e.g., indexation) that were holding the performance of the website back

No established processes around content briefing
One of the main challenges that LearnWorlds faced when they approached us was the fact that there was no clear direction when it came to content.
At the same time, there was a significant organic visibility and topical authority gap compared to the company’s main competitors.
This applied to both business competitors (e.g., other SaaS companies) and affiliate websites and blogs that had visibility for terms that were important for our client.
The gap wasn’t limited to just organic visibility and traffic, as LearnWorlds needed more backlinks from authoritative and relevant domains to close the domain rating (DR) gap that it also had compared to its main competitors.
Additionally, our client’s website had underperforming content that had a steady decline in terms of its organic visibility and traffic.
On top of that, there were several technical issues (e.g., indexation issues) that were holding the performance of the website back.
Last but not least, there were practically no processes around content briefing for the client’s writers.
Our client was in the process of evaluating different service providers when they reached out to us.
Four reputable agencies were approached locally and interviewed. We selected Minuttia as it was the most professional in communication and offered more value than the other agencies.
Following our qualification process and after agreeing on all levels, we kicked things off on October 1st, 2019.

The Solution

Highlights

Define the target audience (e.g., identify sources of influence) and get an extensive list of keywords mapped to different lifecycle stages based on the customer’s journey

Get recommendations for content updates, content to be merged with other content, and content to be deleted as well as recommendations on a UX level

Receive naturally placed backlinks from websites with high authority and topical relevance

Get step-by-step guidance on how to resolve technical issues

Training and development of processes around content briefing
We started by defining the audience and conducting keyword research.
This allowed us to identify all the keyword opportunities we had to go after to start closing the gap between our client and their competitors.
We mapped the keywords we identified to specific lifecycle stages, and after coming up with the Opportunity Score for each keyword, we prioritized them and put them in a content calendar.
We then moved forward with the audit of our client’s content inventory and identified opportunities for content updates, content that needed to be merged with other content, and content that needed to be deleted as well as recommendations on a UX level.
After defining the strategy for content and conducting a content audit, as well as updating and creating content, we started working on link building.
We didn’t stop there.
We wanted to establish processes around content briefing and ensure that everyone from our client’s team was aware of the latest methodologies around content creation.
Working with Minuttia is not just about consulting, but also about learning and implementing processes, industry standards, and improving our team's skills and competencies.

Results

Highlights

123.7% increase in monthly organic traffic

51.7% increase in the number of organic keywords

77 new backlinks acquired from authoritative and relevant domains

Increased productivity of the client’s team and established content workflows

Significant decrease of time to first draft for the client’s content writers
Our effort resulted in a 123.7% increase in monthly organic traffic over a period of 9 months.

They have under-promised and over-delivered results with a high degree of professionalism and being accessible.
That was possible through a 51.7% increase in the number of organic keywords—through both new and updated content—in high positions in our client’s target country (US).

We are extremely satisfied by this collaboration. We see month by month growth in all content pieces we have worked with Minuttia.
Of course, the fact that we managed to acquire 77 new backlinks from authoritative and relevant domains helped improve our client’s performance and amplified results even further.
At the same time, we were very keen on increasing our client’s team productivity and establishing content workflows.
Our team is more productive due to the suggested processes, and internal expertise has increased, learning new, more effective methods and automating many processes that were time-consuming.
Our processes and the workflows we helped establish significantly decreased the time to first draft for the client’s content writers and helped the whole team evolve and become better at what they do.