Neolane: B2B SEO & Content Marketing
While the details are sometimes sensitive, the picture painted in the following client success stories is one of quantifiable results.
Neolane increases leads by 21% and obtains Google first page position for over 50% of keyword targets.
The Challenge
Neolane, a conversational marketing technology provider that develops marketing automation and campaign management software and services for B2B and B2C marketers, approached KoMarketing after a year of dissatisfaction with its then current SEO initiatives.
The organization had aggressive growth goals and was looking for an SEO partner that would be held accountable for a range of key performance indicators (KPIs) as well as online marketing goals that included:
- Double organic search engine traffic on an annual basis
- Provide first page search engine results positioning for a core set of competitive keyword targets
- Continually optimize conversion rates for organic search engine traffic
Program components included SEO, content marketing, and social media marketing, and measurement for demand generation and online PR.
Program Implementation
To help Neolane reach its goals, KoMarketing implemented an integrated SEO and content marketing plan. While KoMarketing was responsible for monitoring the assigned KPIs and meeting the established goals, the KoMarketing team worked closely with the Neolane marketing team and others.
Search engine optimization tactics
The first step was to identify a core set of keyword targets along with a comprehensive list of supporting, related phrases. To optimize keyword visibility, KoMarketing provided strategic guidelines and onsite edits as new content was created for the site and blog. Throughout the duration of the program, KoMarketing provided optimization for more than two hundred onsite content assets.
In order to leverage several key qualities of Neolane’s marketing campaigns and drive links to the Neolane blog through outreach and social media, KoMarketing put together a comprehensive link building campaign. Examples for link building included recommendations for bylines, link analysis associated with events and conferences, and outreach related to content marketing assets developed.
In addition, KoMarketing provided regular recommendations for new content ideas based on keyword research, competitive analysis, and general experience with Internet marketing. Analyses lead to KoMarketing becoming heavily involved in Neolane’s content marketing effort.
International SEO efforts (France and UK)
KoMarketing’s efforts weren’t restricted to the domestic market only. Neolane originated in France, and while its presence spread to the UK and the US, only the US site was being optimized. KoMarketing aimed to provide a comprehensive search engine optimization audit and review of the competitive landscape in France and the UK on behalf of Neolane.
To ensure Neolane’s international SEO initiatives would achieve maximum success we provided a suite of recommendations, which included directing visitors across countries to the appropriate country destinations, establishing proper directory structure, and appropriately setting up web reporting.
Results
KoMarketing worked with Neolane for a two year period. During that time, the company saw the following results:
- 169% year over year growth in organic search engine traffic for a 12-month period
- 4x increase in unique visitors to the website
- 21% increase in lead opportunities through organic search
- The creation of 200 content assets, including blog posts, infographics, landing pages and an eBook; the development of blog content represented a core focus and thus made a significant impact on traffic through unique keywords and organic search traffic
- First page Google search results for more than half of the strategic keyword targets
- Over 42,000 inbound links point to Neolane.com landing pages
With KoMarketing, Neolane achieved significantly greater organic search engine visibility through fresh, consistent content marketing initiatives based off of an expansive keyword strategy, ongoing competitive SEO analysis, and dedicated communication and analysis between organizations.
The full case study, which includes graphs and other data metrics, can be downloaded here.
“With little digging, you can see that KoMarketing’s team is frequently educating the SEO industry on best practices through articles, blogs and presentations. If you’re considering hiring an agency you want talented people collaborating to bring you the best search results possible – that’s what you’ll get with KoMarketing.”
