24% increase in conversions for SaaS platform | SEO case study

The Challenge:

Operating in a niche industry, Precursive is up against larger, established players in the software industry.

Seeking to drive traffic growth, authority and visibility of its key areas of expertise, Precursive tasked Impression to achieve the following objectives:

1

35% increase in organic sessions YoY (over six months)

2

Traffic growth to the ‘professional services automation’ page - a cornerstone page of the site

The Strategy:

We conducted a review of the persona and industry pages, which speak to professionals working in their target industries, and optimised them following best practices. This was useful for targeting long-tail keywords commonly associated with higher conversions.

We targeted long-tail keywords with low search volume, and low competition but high intent to improve rankings for keywords that were more likely to attract an in-market audience.

We focused on PSA pages that were cannibalising keywords. We found that related SERPs are of mixed intent for this topic and, from testing, found that informational pages performed best for Professional Services Automation and related keywords. We optimised the informational content and the commercial content accordingly with our findings to ensure users were served the pages that met their search intent.

An internal linking analysis revealed pages that could be linked to the PSA page to pass internal link equity

The ongoing content strategy, with a strong ‘they ask, you answer’ tone meant that real questions from real customers were addressed, positioning Precursive as a leader in its industry. This type of content continues to be a great driver of traffic and our team works with Precursive’s copywriter to supply briefs that will result in SEO-friendly content that encourages brochure downloads – the most important conversion goal for Precursive.

The Results:

As a result of our work, not only were we able to achieve our target of driving more traffic to the website, but we also achieved an increase in conversions. For Precursive, conversions ranged by different goals from booking demos of their service to downloading brochures about the software.

Precursive’s main goal was to gain more brochure downloads because Precursive could nurture users who had signed up to receive the brochure and found this a successful way of gaining new business.

In 6 months (15th June – 15th November 2023) we saw:

65.11%

Increase in organic traffic YoY

24%

Increase in organic conversions YoY i.e. brochure downloads and demo bookings, which directly translate to revenue for Precursive

762.5%

Increase in visits to the PSA product page YoY

I couldn’t speak higher of Impression, who not only righted the wrongs of our last agency but simultaneously enacted a robust and intelligent SEO and content plan for us, also teaching our team valuable skills along the way.

Robert Burnell Vice President of Marketing at Precursive