Site Makeover: Re-imagining Mid- and Bottom-funnel Content for Peak SEO Performance

SEO Team: Harinder Singh, Amy Gonzalez, Kirill Kronrod

TLDR -- Case study: revamping a key section with a focus on mid- and bottom-funnel content, plus Technical upgrades and UX enhancements, led to a surge in traffic and conversions. Non-Branded visibility increased by 265% and visit-to-lead grew 74%.

Quick preamble

SEO team philosophy: we operate with a “Make it an Experience” mindset, meaning that we focus on creating an amazing user experience (vs chasing search algorithms), to fuel consistent growth.

A number of improvements to informational top-funnel content were done simultaneously, adding to site EEAT and helping mid- and bottom-funnel content (a good topic for another time).

SEO team can't take full credit, especially on such large-scale projects. Many teams contribute to what makes an SEO success. Kudos are always warranted to PMM, content/writers, engineers, web, studio and analytics teams.

What was done

Starting with an assessment: our team performed a comprehensive audit to identify what's working well, and what could be improved, across Technical, Content and UX.

1. Technical SEO

• We started with Site Health improvements, fixed redirect issues, identified dead pages and content that was not longer relevant
• We upgraded Taxonomy, creating a clean and logical structure to pave the way for the content expansion
• Automation of XML Sitemaps helped us improve and speed up content indexation
• Launching Schema, including Ratings/Reviews, How-to, FAQ and other types, helped search engines better understand our content
• Finally, we worked on Performance. Improving speed, interactivity and visual stability helped create a better user experience and benefited SEO

2. Content

• We launched over 100 new pages, including feature detail pages highlighting product capabilities for all of our offerings, info on industries we serve, compare and alternative pages, solutions by company size, "listicle" pages, etc.
• Re-optimized and updated legacy content, removed unneeded pages
• Content enrichment: added FAQ and How-to snippets, which, combined with Schema, also helped expand visibility in SERP

3. UX and CRO experimentation

• Updated visitor flow by adding Breadcrumbs
• Introduced cross-linking between mid- and top-funnel pages
• Added cross-linking from TOFU content to high-converting pages
• Tested various CTAs to improve conversion

Teams:

• SEO: Harinder Singh, Amy Gonzalez, Kirill Kronrod
• Our amazing writers: Christine M. Porretta, Taylor Ahlstrom, J.J. Starr-McClain, Gabriel Schicchi

Results:

• SEO traffic double-digits YoY growth (screenshot 1)

• Non-Branded content visibility increased +265% (screenshot 2)
• SEO conversion triple-digit increase. Note: conversions out-paced traffic gains as we’ve focused on optimizing visitor journey and experimented with CTAs to accelerated conversions, so visit-to-lead grew by 74%
• We also saw a significant organic increase in backlinks, adding to overall site authority and Brand awareness (screenshot 3)

Coda (a more musical way to say "conclusion")

Investment in site mid- and bottom-funnel content plus technical and UX enhancements are well worth the effort and can lead to dramatic uplift in traffic and conversions.

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Coming up

• Geo Routing Tool | How issues with Geo targeting were resolved in early days of SEO
• Site Makeover: Re-imagining Top-funnel Content for Peak SEO Performance
• Optimizing for SEO vs Optimizing for User Experience | And how much incremental traffic we yielded from appearing in Google Quick Answer