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CASE STUDY

10x in Monthly Organic Visits for a Video Conference Software in 3 Months

INDUSTRY

SaaS

LOCATION

New York (US)

TIMEFRAME

October 1st, 2022 to January 21st, 2023
10x
increase in monthly organic clicks
611.91%
increase in the total number of organic keywords
209.46%
increase in the total number of organic impressions

The company

Vowel is a leading video conferencing and meeting software that enhances remote work and empowers teams to connect. Vowel acts as an operating system for team meetings: it goes beyond basic video conferencing by offering planning, preparation, and follow-up tools. Vowel is based in New York (US) and is a remote-first company.

Growth Summary

Within 3 months, we helped Vowel create and publish 50 pieces of content and increase the number of organic visits to the website’s blog for non-branded terms by 10x. There was no active promotion (e.g., link building) for the pieces we created and published. We achieved this through keyword validation, content briefing, content creation, graphic design, and uploading the content to our client’s CMS.

The Challenges

Highlights
  • Little-to-no visibility of the website’s blog in the US and other English-speaking countries for terms relevant to the company’s product.
  • Little-to-no non-branded traffic to the website’s blog coming from the US and other English-speaking countries.
  • Needed high-quality content to integrate the product when and if it made sense.
  • Needed a partner who can handle all aspects of content creation (e.g., keyword validation, content briefing, content creation, graphic design, and content publication) to avoid hiring and working with different service providers for each part of the process.
  • Needed an experienced partner to help with the fast execution of a content creation project to accelerate organic growth.

Before Vowel began working with us, they encountered several distinct challenges concerning their blog’s online visibility.

Primarily, their website’s blog struggled with visibility in the US and other English-speaking countries for terms that were relevant to the product’s capabilities.

This lack of visibility extended to non-branded traffic, with the blog attracting minimal visits from these important markets.

They also recognized a pressing need for high-quality content that seamlessly integrated their product whenever appropriate.

Yet, creating such content required a level of expertise that went beyond their immediate capabilities.

To address these issues, Vowel sought a partner capable of managing all facets of content creation.

This included keyword validation, content briefing, content creation, graphic design, and content publication.

Their goal was to avoid the cumbersome and inefficient process of hiring and coordinating with various service providers for each component of the work.

Finally, to accelerate organic growth, Vowel needed a partner experienced enough to quickly execute a comprehensive content creation project.

They aimed to expedite this process without compromising the quality or effectiveness of the content produced.

Following our qualification process and after agreeing on all levels, we kicked things off on October 1st, 2022.

The Solution

Highlights
  • Validate the keywords our client shared with us and identify the best keyword for each page.
  • Score these based on the Opportunity Score and prioritize them accordingly.
  • Create Content Briefs with a detailed set of Content Instructions, Outline, and SEO Information.
  • Create content that ranks really high in Google’s search results in the US and other English-speaking countries.
  • Create beautiful and aesthetically appealing graphics that were on-brand and helped us visually communicate the main points of some of our content pieces.
  • Publish the content to our client’s blog through the blog’s CMS.

After doing that, we used our keyword research tool to prioritize the keywords based on the level of opportunity by using our proprietary metric, the Opportunity Score.

We then added the keywords in the order we came up with to a content calendar and started working on content creation.

The process included a content briefing from our SEO strategists and an outline review on behalf of the client.

After getting our outlines reviewed and approved, we worked on content creation.

This included not only crafting content that followed our client’s editorial guidelines…

…but also beautiful graphics that were on-brand and helped us visually communicate some of the main points of every content piece.

Image Source: Dribbble

In a few instances, our team had to create templates, as the intent behind the target keyword and most secondary keywords indicated a Job To Be Done, for which an editable template was needed.

Image Source: Vowel

The last step of the process required our content team to publish the content to our client’s blog CMS, Webflow.

We created and published 50 pieces of high-quality content in less than 3 months, with the first piece going live on October 24th, 2022 and the last on January 21st, 2023.

Results

Highlights
  • 611.91% increase in the total number of organic keywords the blog is ranking for*.
  • 209.46% increase in the total number of organic impressions on the blog between the months before/after the engagement started/ended*.
  • 10x increase in monthly organic visits to the website’s blog between the months before/after the engagement started/ended*.
Note
*The timeframe for the 1st result is October 24th, 2022 to May 29th, 2023 while for the other 2 results, it’s 09/01/2022 – 09/28/2022 compared to 02/01/2023 - 02/28/2023. Our data source for the 1st result is Ahrefs, while for the 2nd and 3rd, it’s Google Search Console (GSC).

When it comes to the input, we created and published 50 pieces of content which translate into 16.6 published pieces of content per month on average for each of the 3 months of the engagement.

Even though the results of our work are yet to be shown in full, we can clearly see the lift in terms of the number of organic keywords the blog ranks for.

On the day on which our team published the first piece of content (October 24th), the blog was ranking for 2,039 organic keywords.

A few months later (on May 30th), the blog ranked for 12,477 organic keywords, which resulted in increased organic traffic for the blog.

Over the same period, the blog was ranking (in total) for 15 keywords in positions 1–3.

That number jumped to 272, resulting in more organic traffic as most clicks come from content pieces that rank in positions 1–3.

It’s also worth noting that the total number of keywords the blog ranks for in the US (our client’s target country) is 5,646, according to Ahrefs.

Minuttia’s blog posts rank for 2,814 organic keywords, which means that almost half of the website’s visibility comes from content our team has produced.

In terms of organic traffic, Ahrefs reports that on the day we published the first blog post (October 24th), the website’s blog was bringing in 477 monthly visits.

A few months later, on May 30th, this number jumped to more than 3.7K visits per month.

The actual number of monthly organic visits, according to GSC, differs significantly, as the blog performed at record-high levels, with its performance showing an overall upward trend.

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