CASE STUDY

Creating a Topic Cluster That Ranks for Thousands of Keywords for B2B SaaS

INDUSTRY

SaaS

LOCATION

Vancouver (CA)

TIMEFRAME

January 1st, 2022 to July 1st, 2022
Apostle Mengoulis
Former Head of Content
Their level of professionalism, deliverables, and organizational skills are outstanding.
2K+
monthly organic visits, primarily from the US and other English-speaking countries
2K+
organic keywords

Turning the ‘product launch’ topic cluster into a traffic-generating machine that accounts for the website’s 50% organic traffic

The company

Viral Loops is one of the leading referral marketing software in the world. Viral Loops helps modern marketers and creators create and run referral marketing campaigns based on their revolutionary template-based referral marketing solution. The company was acquired by the all-in-one marketing platform Wishpond in 2022.

Growth Summary

Within 6 months, we helped Viral Loops—one of the leading referral marketing software in the world—create a topic cluster that ranks for thousands of keywords. We achieved this through a combination of content strategy, content creation, and SEO services. The case study has been featured and has sparked discussions in communities like Traffic Think Tank (TTT) and Superpath. You can find a detailed breakdown of the case study in the post published on our blog.

The Challenges

Highlights
  • Unclear direction when it came to content
  • Organic visibility that was decreasing over time
  • Organic traffic mainly through branded terms
  • Not enough in-house capacity in terms of content creation

When we started working with Viral Loops, the company’s organic visibility was decreasing over time.

Even though the company had visibility for several keywords, the vast majority of them were branded ones.

The company knew that there were many missing opportunities regarding organic search.

We were looking for a team to help us expand our keyword coverage, improve our rankings for our targeting terms, and overall dominate the search engine results related to our business.

However, the team at Viral Loops didn’t have the internal expertise to identify these opportunities nor the capacity necessary to create content based on these opportunities.

After being introduced by a referral, we contacted Minuttia to express our interest in their services. They listened to our needs carefully, answered our questions, and quickly came up with a rough plan as to how we should move towards completing our goals.

Following our qualification process and after agreeing on all levels, we kicked things off on April 1st, 2021.

Note: The above date is when the engagement initially started. We started working on the topic cluster—which is the main topic of this case study—on January 1st, 2022.

The Solution

Highlights
  • Define the content strategy and identify all the keywords for which the website had to get visibility
  • Score these keywords based on the Opportunity Score and prioritize them accordingly
  • Create content that ranks really high in Google’s search results in the US and other English-speaking countries
  • Scale up content creation while keeping the in-house team small
  • Establish processes and workflows that require minimal effort on our client’s side
  • Provide recommendations regarding SEO and come up with suggestions on new initiatives to further enhance the website’s visibility

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.

Their level of professionalism, deliverables, and organizational skills are outstanding.

Initially, we created content only for the company’s blog.
However, a few months into the engagement, our client was keen on exploring more areas based on the opportunities we identified in our content strategy.

We started with a few pieces of content per month, but we've since increased the amount due to the quality of the deliverables and their impact on our business.

One of the opportunities we identified as part of the content strategy was the topic ‘Product Launch’.

The topic seemed promising since one of the main case studies of the product is creating waitlists for new product launches.

Even though we didn’t go after this opportunity right when we started working on content creation, we did go after it a few months after, in January 2022.

The fact that we could handle content creation for the blog and content creation for the topic cluster (both for the hub page and the cluster pages) allowed our client to scale things up without increasing their headcount.

We wanted to scale our efforts while keeping our in-house team small.

All the above was carried out by working together based on a set of processes and workflows that required minimal effort on our client’s side.

Also, their content creation services allowed us to focus on other aspects of the business, which had a big impact on the way we do things.

Regarding the topic cluster, we handled every aspect of the creation process besides the development of the pages.

We’ve mocked up everything, though, and the pages that you see published on the website today are based on our team’s guidelines.

 

Results

Highlights
  • More than 2K monthly organic visits, primarily from the US and other English-speaking countries
  • Visibility for more than 2K organic keywords
  • Turning the ‘product launch’ topic cluster into a traffic-generating machine that accounts for the website’s 50% organic traffic

The topic cluster that we’ve created now gets more than 20K monthly organic visits, primarily from the US and other English-speaking countries.

 

 

The growth in organic traffic was possible due to developing visibility for more than 2K organic keywords.

 

 

Above all, we created a traffic-generating machine that accounts for the website’s 50% organic traffic.

After a few months of working with Minuttia, we started seeing improvements to our rankings, an increase in our organic traffic, and our keyword coverage expanded.

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