How an accounting software organization increased organic search traffic through optimizing existing content and taking a strategic approach to new blog topics
Increasing awareness in an established market
As a new accounting software option for small to mid-sized businesses, Gravity Software’s biggest challenge was to gain awareness in a market of well-known accounting solutions and gain new business.
The owners had been publishing blog content but as the business grew, they no longer had time to continue creating their own content. They also didn’t have the expertise to determine the most effective topics to target.
Boosting performance of existing content to drive more organic search traffic
Brandpoint conducted a 30-page content audit to identify new topic opportunities based on top performing content. The audit also outlined ways to interlink related content and optimize the pages to boost key user metrics that could result in more organic search traffic.
In addition, Brandpoint researched competitors’ content and conducted keyword research to fill content gaps in the market and to target keywords and phrases that lacked quality content in search results. Brandpoint also identified technical issues with the site and supported the Gravity team in solving those challenges.
After the strategy was created, Brandpoint executed on creating new blog posts and gated guides, as well as optimizing existing content. After a few months, Gravity’s overall organic search traffic to the website increased by 49% (quarter-over-quarter) and the majority of new leads now come through Gravity’s website.