B2B SEO Case Study | JourneyEngine

JourneyEngine Inc
JourneyEngine IncMBA, Integrated Marketing Strategist um JourneyEngine Inc
Case Study
SEO FOR B2B
GROWTH (2019)
Client -
Bixel & Co | (BixelCo.com)
March 2019
A Case Study in B2B SEO // The Situation
Services:
➢ B2B SEO
➢ Link Building
➢ Paid Social
➢ Lead Generation Strategy
Situation:
Bixel & Co reached out to JourneyEngine to help improve their digital presence, improve qualified traffic and generate more
B2B leads for event planning, event production and event management services.
Visit www.JourneyEngine.com for more cases
A Case Study in B2B SEO // The Solution
After a deep-dive audit of Bixel’s website and digital marketing channels,
we honed-in on building organic traffic for bottom-line growth. We broke
the execution into 3 phases -
Phase I - Discovery & Planning
Like every engagement, we began with a deep-dive audit based on the
businesses specific needs for SEO. This takes the form of a 7-page report
that pulls important SEO data from Google Search Console, Google
Analytics, SEM Rush, Ahrefs and Whitespark to help us form an initial way
ahead for the campaign.
Then, we build out a project plan for the initial 3 months of the
engagement, so that we can live by a calendar for tasks and deliverables
over the duration of the campaign.
Kickoff Report -
Project Plan -
Visit www.JourneyEngine.com for more cases
A Case Study in B2B SEO // The Solution
After a deep-dive audit of Bixel’s website and digital marketing channels,
we honed-in on building organic traffic for bottom-line growth. We broke
the execution into 3 phases -
Phase II - Improving Existing Assets
During this phase we conducted traditional “on-page” SEO for existing
pages on the site. First, we conducted keyword research and a “keyword
gap analysis” to identify high-return keyword opportunities that we could
realistically beat key competitors for.
We built out a “target pages” file - or a list of pages and keywords to
target throughout the life of the campaign. We also benchmarked the
current keyword rankings so we could track progress over the life of the
campaign. Each page included prioritization and site section which we
used to organize the execution of improvements to each page.
This file then served as a guide for which pages to target and links we
should prospect and outreach during the next phase of the campaign.
A Case Study in B2B SEO // The Solution
After a deep-dive audit of Bixel’s website and digital marketing channels,
we honed-in on building organic traffic for bottom-line growth. We broke
the execution into 3 phases -
Phase III - Promoting Assets
Link Prospecting - Our in house team analyzed the business and
competitors to understand the types of sites we needed placements on,
then within only weeks built a prospecting list of hundreds of link targets
to contact over the life of the campaign.
Link Outreach - Using a number of link outreach tactics, we sent pitches
to relevant sites for inclusion of a link back to BixelCo.com. Since this was
a B2B client, we focused heavily on guest posting within niche-relevant
sites to build Bixel’s authority in the space, drive awareness with client
prospects, improve rankings and ultimately drive qualified organic traffic
and leads. We meticulously managed a number of emails accounts to
make sure pitches were well received.
Visit www.JourneyEngine.com for more cases
A Case Study in B2B SEO // The Solution
After a deep-dive audit of Bixel’s website and
digital marketing channels, we honed-in on building
organic traffic for bottom-line growth. We broke the
execution into 3 phases -
Phase III - Promoting Assets
Content Creation - Using our topical research
model, we created content on topics that the target
audience had already shown interest in.
Since this site did not have a strong history of links,
we began with a “pillowing” tactic to build a more
natural link profile. This included creating a PDF (A)
to submit to various infographic sites.
Next, we set forth landing contextual links within
guest articles on industry-relevant sites (B).
A B
Visit www.JourneyEngine.com for more cases
A Case Study in B2B SEO // The Outcomes
The campaign resulted in significant lifts in organic
traffic and leads -
1. 100% increase in organic search impressions
*Note the steady lift in organic search impressions
after beginning the campaign.
Data from Google Search Console
1/1/19 - Campaign
Start Date
Visit www.JourneyEngine.com for more cases
A Case Study in B2B SEO // The Outcomes
The campaign resulted in significant lifts in organic
traffic and leads -
2. Effective “Hijacking” of Competitor Keywords
*Note the improvement in organic keywords and
organic search volume from December 2018 to
February 2019 - effectively edging out competitors
for search traffic.
Data from SEMRush
December 2018
February 2019
Visit www.JourneyEngine.com for more cases
A Case Study in B2B SEO // The Outcomes
The campaign resulted in significant lifts in organic
traffic and leads -
3. Improved to Page 1 Rankings for Crucial, High-
Return Search Terms
*Note the improvement to page 1 for high value
keywords including; “event production”, “event
planning companies in Los Angeles” and “event
planning companies california”
Data from Google Search Console
Negative values are a good thing here :)
Visit www.JourneyEngine.com for more cases
A Case Study in B2B SEO // The Outcomes
The campaign resulted in significant lifts in organic
traffic and leads -
3. Increase in B2B Leads from Organic Traffic
*We validated that the traffic our campaign
generated was high-quality, by installing conversion
tracking to ensure that organic search users were
converting to leads.
Data from Google Analytics
Visit www.JourneyEngine.com for more cases
Moving the Campaign Forward...
As SEO’s, our work is far from over. This was just the beginning! Next Steps include:
Creating New Assets
The keyword gap analysis and content audit provided us with building blocks for new content opportunities - site sections
for each service to tackle the bottom of the funnel, as well as a new blog section to tackle the top of the funnel. We’re in
the process of a full site rebuild to integrate this new content, in order to rank for more high value searches.
Ongoing Content Management
We will build a list of topics, keywords, competition and detailed notes on the exact articles to build, then build out a
content calendar and assign writers to manage content publishing each month.
Lead Conversion Strategy
Paid ads on LinkedIn, Facebook and Instagram are an important piece of our way-ahead strategy for Bixel. The key focus
will be promoting valuable “lead magnets” intended to build attention, awareness and recognition with a laser-focused
group of target prospects before hitting them with a CTA. The media strategy will include video sequencing (i.e. serving
video ads in order - a piece of content, a testimonial, a case study, a CTA).
Visit www.JourneyEngine.com for more cases
1 von 11

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B2B SEO Case Study | JourneyEngine

  • 1. Case Study SEO FOR B2B GROWTH (2019) Client - Bixel & Co | (BixelCo.com) March 2019
  • 2. A Case Study in B2B SEO // The Situation Services: ➢ B2B SEO ➢ Link Building ➢ Paid Social ➢ Lead Generation Strategy Situation: Bixel & Co reached out to JourneyEngine to help improve their digital presence, improve qualified traffic and generate more B2B leads for event planning, event production and event management services. Visit www.JourneyEngine.com for more cases
  • 3. A Case Study in B2B SEO // The Solution After a deep-dive audit of Bixel’s website and digital marketing channels, we honed-in on building organic traffic for bottom-line growth. We broke the execution into 3 phases - Phase I - Discovery & Planning Like every engagement, we began with a deep-dive audit based on the businesses specific needs for SEO. This takes the form of a 7-page report that pulls important SEO data from Google Search Console, Google Analytics, SEM Rush, Ahrefs and Whitespark to help us form an initial way ahead for the campaign. Then, we build out a project plan for the initial 3 months of the engagement, so that we can live by a calendar for tasks and deliverables over the duration of the campaign. Kickoff Report - Project Plan - Visit www.JourneyEngine.com for more cases
  • 4. A Case Study in B2B SEO // The Solution After a deep-dive audit of Bixel’s website and digital marketing channels, we honed-in on building organic traffic for bottom-line growth. We broke the execution into 3 phases - Phase II - Improving Existing Assets During this phase we conducted traditional “on-page” SEO for existing pages on the site. First, we conducted keyword research and a “keyword gap analysis” to identify high-return keyword opportunities that we could realistically beat key competitors for. We built out a “target pages” file - or a list of pages and keywords to target throughout the life of the campaign. We also benchmarked the current keyword rankings so we could track progress over the life of the campaign. Each page included prioritization and site section which we used to organize the execution of improvements to each page. This file then served as a guide for which pages to target and links we should prospect and outreach during the next phase of the campaign.
  • 5. A Case Study in B2B SEO // The Solution After a deep-dive audit of Bixel’s website and digital marketing channels, we honed-in on building organic traffic for bottom-line growth. We broke the execution into 3 phases - Phase III - Promoting Assets Link Prospecting - Our in house team analyzed the business and competitors to understand the types of sites we needed placements on, then within only weeks built a prospecting list of hundreds of link targets to contact over the life of the campaign. Link Outreach - Using a number of link outreach tactics, we sent pitches to relevant sites for inclusion of a link back to BixelCo.com. Since this was a B2B client, we focused heavily on guest posting within niche-relevant sites to build Bixel’s authority in the space, drive awareness with client prospects, improve rankings and ultimately drive qualified organic traffic and leads. We meticulously managed a number of emails accounts to make sure pitches were well received. Visit www.JourneyEngine.com for more cases
  • 6. A Case Study in B2B SEO // The Solution After a deep-dive audit of Bixel’s website and digital marketing channels, we honed-in on building organic traffic for bottom-line growth. We broke the execution into 3 phases - Phase III - Promoting Assets Content Creation - Using our topical research model, we created content on topics that the target audience had already shown interest in. Since this site did not have a strong history of links, we began with a “pillowing” tactic to build a more natural link profile. This included creating a PDF (A) to submit to various infographic sites. Next, we set forth landing contextual links within guest articles on industry-relevant sites (B). A B Visit www.JourneyEngine.com for more cases
  • 7. A Case Study in B2B SEO // The Outcomes The campaign resulted in significant lifts in organic traffic and leads - 1. 100% increase in organic search impressions *Note the steady lift in organic search impressions after beginning the campaign. Data from Google Search Console 1/1/19 - Campaign Start Date Visit www.JourneyEngine.com for more cases
  • 8. A Case Study in B2B SEO // The Outcomes The campaign resulted in significant lifts in organic traffic and leads - 2. Effective “Hijacking” of Competitor Keywords *Note the improvement in organic keywords and organic search volume from December 2018 to February 2019 - effectively edging out competitors for search traffic. Data from SEMRush December 2018 February 2019 Visit www.JourneyEngine.com for more cases
  • 9. A Case Study in B2B SEO // The Outcomes The campaign resulted in significant lifts in organic traffic and leads - 3. Improved to Page 1 Rankings for Crucial, High- Return Search Terms *Note the improvement to page 1 for high value keywords including; “event production”, “event planning companies in Los Angeles” and “event planning companies california” Data from Google Search Console Negative values are a good thing here :) Visit www.JourneyEngine.com for more cases
  • 10. A Case Study in B2B SEO // The Outcomes The campaign resulted in significant lifts in organic traffic and leads - 3. Increase in B2B Leads from Organic Traffic *We validated that the traffic our campaign generated was high-quality, by installing conversion tracking to ensure that organic search users were converting to leads. Data from Google Analytics Visit www.JourneyEngine.com for more cases
  • 11. Moving the Campaign Forward... As SEO’s, our work is far from over. This was just the beginning! Next Steps include: Creating New Assets The keyword gap analysis and content audit provided us with building blocks for new content opportunities - site sections for each service to tackle the bottom of the funnel, as well as a new blog section to tackle the top of the funnel. We’re in the process of a full site rebuild to integrate this new content, in order to rank for more high value searches. Ongoing Content Management We will build a list of topics, keywords, competition and detailed notes on the exact articles to build, then build out a content calendar and assign writers to manage content publishing each month. Lead Conversion Strategy Paid ads on LinkedIn, Facebook and Instagram are an important piece of our way-ahead strategy for Bixel. The key focus will be promoting valuable “lead magnets” intended to build attention, awareness and recognition with a laser-focused group of target prospects before hitting them with a CTA. The media strategy will include video sequencing (i.e. serving video ads in order - a piece of content, a testimonial, a case study, a CTA). Visit www.JourneyEngine.com for more cases