In the B2B marketing world, quality content is the foundation of digital marketing success, helping brands inform, engage and inspire audience action. But quality content can’t inform, engage and inspire if it can’t be found — and that’s where SEO comes in.
Last year, we brought you the story of Antea Group US, an internationally renowned environment, health and safety (EHS) and sustainability consulting firm with a network spanning six continents, and the success we forged together using an SEO-driven blog strategy. Today, we show you how a consistent yet agile focus on quality content and SEO has delivered incredible year-over-year (YOY) traffic results for the blog and the website as a whole, as well as huge gains in search visibility.
Boosting Organic Traffic & Search Visibility
Following a deep dive competitive analysis early in our program, TopRank Marketing’s SEO team was able to deliver the actionable keyword topics, subtopics and frequently asked question insights to both our content team and Antea Group’s internal marketing team. Initially, much of the focus was placed on satisfying our audience’s quest for answers through blog content, but we quickly expanded our focus across the website.
Our monthly content marketing mix included:
- Agile SEO and analytics research to identify opportunities and guide the content planning process
- 3-6 blog posts capitalizing on recently identified opportunities
- Tailored social media messages to amplify blog content on social media channels
- Monthly SEO recommendations for improving on-page content on non-blog pages
- Strategic cross-linking to key target pages and other relevant content
What Were the Results?
April 2017 marked the end of our first program year — and the growth has been big and steady. By maintaining a consistent focus on audience needs and SEO opportunities, we saw incredible increases in YOY overall website traffic, blog traffic and search rankings:
|YOY increases in total blog sessions:||YOY increases in organic blog sessions:|
|● April: 577%||● April: 1,088%|
|● May: 289%||● May: 821%|
|● June: 261%||● June: 627%|
|YOY increases in total website sessions:||YOY increases in organic sessions:|
|● April: 97%||● April: 122%|
|● May: 48%||● May: 90%|
|● June: 56%||● June: 67%|
- More than 2,000 Page 1 rankings, including priority keywords such as: EHS compliance, EHS consulting and EHS consulting firms
The ‘Tangible Business’ Results
After delivering these results to Antea Group, Solutions Marketing Manager Margaret Uttke told us they’re seeing these results translate into real business opportunities.
“One of the things our marketing team always hears from sales is: ‘Make our phone ring,’” she said. “And our SEO and content strategy is making that happen. We’ve seen a huge increase in calls and leads, and when asked how they found us, many are saying through search.”
Uttke also said they’re seeing shorter sales cycles.
“Our digital content is not only providing our prospects with valuable information, but helping us build trust and confidence in our services. When they come to our website, they can see we have the solutions,” she said. “For example, we’re already building a proposal for a digital lead that came in just last week, which is incredible.”