SAAS COMPANY
SEO vs PPC?
Would $2 Million in Search Volume Change your Mind?
Search Engine Optimization (SEO) is the clear return on investment (ROI) winner when it comes to driving website visitors.
3 months ahead of schedule
At a Glance
- Monthly organic search increased
- Lead capture goal achieved three months ahead of schedule.
- Over a 12-month period, more than $2 million in earned organic search volume based on average cost per click.
- The project investment delivered 7x ROI vs equivalant paid search traffic
Our client, one of the fastest-growing SaaS companies in history, knew that pay-per-click (PPC) would be costly in the markets they serve; however, it was also a way to get some quick wins and keep the momentum going.
The team also understood if they could crack the organic search volume nut, there was a tremendous opportunity to increase awareness and drive exceptional results with proven conversion rate optimization tactics.
The Client gets what the client wants
The client wanted to attract enough targeted organic search traffic through specific content creation and improved technical SEO. The goal in year one was to achieve ten thousand top of the funnel leads.
To achieve this, they needed to attract enough search volume for their remarketing engine. This engine with defined and proven conversion data could be leveraged to drive net new customers and to drive the bottom line. The client’s definition of a lead was a trial request or contact sales for more info.
Planning and Research - Key to Sucess
Through extensive research, 57 Keywords and phrases that were highly relevant to the products and services the company offers were identified. For the identified keywords, the potential monthly search volume was approximately 1,830,000 visitors per month.
With the research done, a detailed content plan and timeline were developed. The plan consisted of 123 pieces of content to be created, spread across long-form cornerstone pages, industry-related supporting blogs, thought leadership, and E-Books totaling over 415,000 words — to be delivered over an 18 – 22-month period.
“The key to the success of this project was subject matter expert written, SEO optimized content, and the specific technical techniques implemented, which enabled Google to identify and rank the content appropriately against the competition.”
The results
The decision to focus on SEO as a longer-term plan over PPC required the investment and commitment to execute on the content plan, but the results speak for themselves:
- Monthly organic search increase – Average of 18,083 new visitors per month.
- The year one 10k lead capture goal was achieved – 3 months ahead of schedule.
- Over a 12-month period, more than $2 million in earned organic search volume based on keyword cost-per-click.
- $84,427 per month – The cost to achieve just 1% of target keywords through paid search.
- The actual organic search value of results if a PPC search was used – $176,632 per month
- The project investment delivered 7x ROI vs equivalent paid search traffic
