Accelerating SaaS Growth Through PPC, SEO and Content

The Brief

Codeit is an AI-powered tool for tagging unstructured data. It helps people who work with surveys and qual data sets to make sense of it all.

They asked us to establish and generate accelerated growth in leads through paid acquisition and improve end-to-end user experience from search to conversion. They also wanted to develop thought leadership and build topical authority through content and technical excellence.

The Solution

Our initial approach was to quickly drive some leads through PPC while developing and then executing an SEO and content marketing strategy (which included on-site content from blogs to product pages).

To swiftly generate tangible results, we embarked on a PPC strategy. By homing in on keywords relevant to the B2B sustainable tech sector, we crafted ad copy that highlighted CodeIt's distinct sustainable tech offerings. We paired these ads with carefully designed landing pages, ensuring a seamless transition from ad engagement to information gathering. To optimise performance, we fine-tuned our bidding strategies, dabbled with various ad structures, and made ongoing adjustments based on performance insights. The primary motive behind this approach was to achieve immediate visibility and to capture leads, effectively reaching a targeted demographic actively seeking sustainable tech solutions.

For SEO and content marketing, we delved deep into keyword research specific to the sustainable tech sector and mapped out a strategic content calendar tailored to the B2B audience's concerns and interests. Through an assortment of blogs, case studies, whitepapers, and refined product pages, we addressed various touchpoints in the buyer's journey. Our commitment to link-building, both via internal content linking and forging external partnerships, bolstered our efforts. This comprehensive approach aimed not just to enhance organic visibility but also to cement CodeIt's reputation as a trailblazer in the sustainable tech domain.

We conducted a meticulous website audit to uncover and rectify any technical SEO impediments hindering search performance. Recognising the growing prevalence of mobile B2B searches, we ensured good mobile responsiveness. To further optimise the user experience, we increased the site's speed by compressing images, refining the code, and making server adjustments. Moreover, we made data more accessible to search engines, optimising visibility in SERPs. All these measures were underpinned by the understanding that a technically sound website is pivotal to making the most of our SEO endeavours, ensuring both enhanced rankings and elevated user engagement.

The Results

• Increased conversions by 192%, and conversion rate by 79%
• Increased organic search visibility by 250%
• Drove 193% more clicks from organic and paid search
• 107% increase in brand search.