In the competitive world of SaaS, standing out is a challenge. However, one cloud telephony company has successfully leveraged SEO to drive impressive growth over the past few years. Let’s dive into how they did it and what we can learn from their journey.
Impressive Growth Metrics
Since its inception, this SaaS product has achieved remarkable milestones:
– 20,000+ Businesses Served
– Global Reach in 50+ Countries
– 150+ Employees
But the real turning point for this company came in the last three years when their annual search traffic skyrocketed from ~50000 to, 1.7 million users according to Search Console and Analytics
What Sparked This Growth?
The rapid increase in organic search traffic didn’t happen by chance. The company implemented a robust SEO strategy, focusing on content that resonated with their target audience. Let’s break down the tactics that fueled their growth and how they are contributing to the broader business objectives.
Understanding Their Content Strategy
The company’s blog is a cornerstone of their SEO strategy. With 1,000+ pages, they target a wide range of search terms relevant to businesses looking to improve their communication infrastructure.
The blog’s content is largely top-of-funnel, designed to attract businesses at the early stages of considering cloud telephony solutions. Topics include:
– “What is Cloud Telephony?”
– “Benefits of VoIP for Small Businesses”
– “How to Improve Customer Support with Call Analytics”
These topics address common questions and pain points, drawing in potential customers who are just beginning to explore solutions.
The company’s forum is a user-generated content (UGC) powerhouse. Business owners, IT professionals, and support teams come together to ask questions and share insights about cloud telephony.
Key elements of the forum’s success include:
– Country-specific sub-forums to cater to local needs and regulations.
– Active participation from company experts who provide authoritative answers.
– SEO-friendly Q&A pages that rank well on Google, driving consistent traffic.
This forum not only serves as a valuable resource for customers but also helps in retaining users by fostering a community around the product.
Product Pages
– “Cloud PBX for Small Businesses”
– “Call Tracking Software for Enterprises”
– “VoIP Phone Systems for Remote Teams”
This programmatic approach to content creation allows them to capture high-intent search queries, driving traffic from businesses ready to make a purchase decision.
Enhancing User Experience (UX) for Better Conversions
A few key elements in their site design have likely contributed to high conversion rates:
1. Real Customer Testimonials: Product pages feature testimonials from actual customers, adding credibility and helping potential buyers relate to the use cases.
2. Dynamic CTAs: The calls to action (CTAs) adapt based on the user’s journey, ensuring relevance and increasing the likelihood of conversion.
3. Custom Graphics: Like Preply, this SaaS company uses custom graphics throughout its blog and product pages to highlight important information, making the content more engaging and easier to digest.
4. FAQ Sections: FAQs are strategically placed on product pages and blogs, addressing common questions and concerns directly, reducing bounce rates, and improving time on page.
Link-Building Strategy
The company has also focused heavily on building a strong backlink profile to boost their domain authority. They’ve employed several tactics, including:
– Publishing Original Research: Studies and reports on the impact of cloud telephony on business efficiency have earned them high-quality backlinks from reputable sites.
– Collaborating with Influencers: Partnerships with industry thought leaders have resulted in guest posts and mentions on popular blogs and websites, further boosting their visibility.
– Digital PR Campaigns: The company has also launched several successful PR campaigns, getting their product featured in tech magazines and on news sites, which has significantly contributed to their backlink profile.
The Impact on Business Growth
The combination of a well-executed SEO strategy, user-generated content, and effective link-building has not only driven traffic but also fueled the company’s revenue growth. With more businesses discovering their product through organic search, they’ve seen a substantial increase in customer acquisition and retention.
Key Takeaways
– Content at Scale: By producing content at scale, this SaaS company has managed to capture a broad audience across various stages of the buyer journey.
– Community Building: Their user forum is a powerful tool for both customer retention and organic growth, as it fosters a sense of community and trust around the brand.
– Data-Driven Decisions: Their focus on high-intent keywords and strategic link-building has paid off in terms of both search rankings and business growth.
This case study illustrates the power of a well-rounded SEO strategy in driving sustainable growth for a SaaS product in the competitive cloud telephony space.
