In order to grow brand awareness, sales, and authority, we established milestones for every phase of the project to ensure we hit our overarching goal.
First, we focused on in depth keyword research and competitor analysis to identify missed opportunities. This research showed us that SpotOn’s blog was receiving much less traffic than its competitors, while its most successful content pieces were competitor comparisons. We also identified more opportunities around product-related keywords that had high purchase intent.
We developed a SEO for Revenue strategy for SpotOn that prioritized content opportunities and authority building tactics that use a conversion-first approach. This ensured that the website was optimized to convert the users the new content and PR placements would bring in.
We also wanted to make sure that we were only creating content that would convert SpotOn’s target audience. A critical component of this strategy was curating organic target personas based on the audiences in their other marketing channels that consistently converted.