Strategic SEO for tech niches: Comparative case study
Results at a glance
Company 1
Company 2
Results at a glance
Company 1
Company 2
Developing an effective SEO strategy can be quite challenging, especially for B2B tech and SaaS companies. As a relatively narrow niche, it takes more time and effort to identify the right keywords and create high-quality content that drives relevant traffic to the website. Unlike the B2C industry, which appears to be more straightforward and easier to target, in this niche, it’s not only important to capture users’ interest but also to make them aware of your website and gain their trust. That’s why it’s crucial to invest in developing an SEO strategy and make your content engaging.
Background
This case study shows how Fractional Teams helped tech companies with low search visibility improve their rankings and attract more website visitors. It is worth noting that the companies concerned are indirect competitors in the tech industry and are targeting different audiences. However, these two very similar cases provide key insights into how a company’s content strategy decisions and areas of focus can impact final outcomes. Activity measurement period was 7 months.
Company 1
A global telecoms company that provides innovative software solutions for leading operators and service providers in the telecommunications industry.
Company 2
A cloud computing business with a global presence that provides a platform to buy and sell IaaS and PaaS resources for deploying, running, and scaling resources.
Customer needs and challenges
Company 1
The client’s primary challenge was their low visibility in SERPs. Despite having a strong product portfolio and a global presence, they could not effectively reach their target audience online. The client required a solution to boost their rankings, improve online visibility, and generate revenue with high-quality leads.
Company 2
The second company faced a very similar challenge. They had too many ongoing initiatives, so the team members were hamster-wheeling and struggling to develop a strategy that would drive high-quality traffic to the website and increase sign-ups
Solutions
Company 1
Keyword gap analysis
By analysing competitors, we identified high-volume keywords that were absent from our client’s content, yet successful in driving traffic for others in the industry.
Technical SEO audit
Our audit identified critical website issues, leading to optimisations such as adding alt text to images, reducing image sizes, and creating SEO-friendly meta descriptions.
Monthly traffic analysis and content recommendations
We provided monthly SEO reports analysing search traffic and trends, with recommendations for creating and distributing valuable, relevant content.
CDN Implementation
To improve user experience globally, we implemented a CDN which reduces load times for visitors from different countries, while also improving website performance during high traffic times.
Website Redesign
We led a website redesign initiative to improve their digital presence. Our primary objective was to improve user experience, making the website look more modern while also simplifying navigation and optimising the site’s structure for better search engine rankings.
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Creating high-converting website pages
Landing pages are optimised to rank well in search engine results, driving organic traffic to the website. With the addition of Lead Magnet assets, these pages have been proven to be the most effective at converting visitors into leads, making them valuable assets for any B2B businesses looking to grow their online presence and customer signup rate.
Solutions
Company 2
The second company faced a very similar challenge. They had too many ongoing initiatives, so the team members were hamster-wheeling and struggling to develop a strategy that would drive high-quality traffic to the website and increase sign-ups
Landing pages focus
By analysing competitors, we identified high-volume keywords that were absent from our client’s content, yet successful in driving traffic for others in the industry.
Community activism
A strategic step we took to promote our client’s content was community activism. We engaged with relevant audiences in niche-related spaces on different forums like Reddit and Quora, without using obvious sales pitches, only by providing links to valuable website content.
Content on other channels
Besides being active in different community platforms we also used Medium blog as an external publishing platform to reach a wider audience and drive more traffic to the website using high-value backlinks.
Link building
There were several opportunities that we exploited to gain high-quality external backlinks that also doubled as listings in 3rd party service provider directories. These listings included direct (deep) links to product signup pages to facilitate a faster onboarding journey for converting audiences, as well as pages relevant to the interest groups in those directories.
In addition to the directory sites, we also used Medium as a great way of building external SEO page content with a high domain rating, although posted articles could only include “no-follow” links, which are slightly less effective than “do-follow” variants.
Paid vs organic
As the company was relatively new to the market, establishing high SEO performance was difficult to achieve quickly. However, with an industry knowledge and data intelligence-led approach, tailored to the niche market, rapid progress was made that continues to pay back the time invested long after the project was completed.
In order to supplement this longer-term, high-impact SEO strategy with some quick wins, we created search ads to drive paid traffic for specific niche keywords to the website. This needed careful consideration and tight control to avoid high-cost, low-impact popular keywords, instead focusing on search terms commonly used by audience persona that were most likely to convert to paying customers.
Regardless, even with this focus, the engagement and conversion rate of organic search traffic significantly exceeded that of paid and, importantly, continues to have a long-term effect long after Ad impact has vanished. As with any Paid or Organic approach what really mattered was visitor engagement converting to signup and sale, rather than vanity metrics such as new visitors or Ad CTR (Click-Through-Rate), and this is where we saw organic SEO to be most effective.
Results
Company 1
We helped the customer develop an SEO strategy and implement various techniques to improve their rankings, but we were not entirely successful. The primary reason for this was our client’s insistence on almost entirely using AI-generated content with little human editing. While automated content creation can save time and generate faster results, it doesn’t always capture the nuances and engagement that human-crafted content can offer and Google is clearly punishing sites with a heavy bias towards Generative AI over original, imaginative content. This over-reliance on AI-generated content resulted in challenges in realising the full potential of the suggested SEO strategy.
Despite these challenges, we did observe some positive developments:
The company experienced minor improvements in SERP rankings and online visibility. Technical optimisations and CDN implementation resulted in a more reliable and faster website, as indicated by lower bounce rates and higher engagement metrics. The website’s redesign aligned the online experience with the company’s innovative nature, reinforcing its brand identity.
Company 2
A strong emphasis on content strategy and community engagement led to significant improvement in search visibility, brand awareness, and platform sign-ups. The company’s approach to creating targeted quality content and actively participating in relevant online communities effectively addressed its initial challenges, resulting in a significant increase in organic traffic.
Conclusion
This comparative case study highlights the necessity of a customised SEO strategy that aligns with a company’s unique challenges and goals. While technical optimisations and strategic content recommendations form the foundation of effective SEO, the quality and engagement level of the content are vital for long-term success.
Are you looking to drive more targeted visitors to your website, improve search engine rankings, and increase conversions? Contact us and we would be glad to discuss how a well-crafted SEO strategy can help you achieve these goals and see real long-lasting results.
Dariia Panchenko
Hi! I'm Dariia Panchenko, Analytics and Community Manager at Fractional Teams. I write about the best B2B marketing strategies and practices.
