Situation: A lot of people see SEO as writing for a machine, but I look at it as a rich source of customer and prospect data — it tells us what they want and need as part of their buying journey.
Task: Based on SEO data, we saw a huge demand for competitor comparisons: People who were further down the funnel and wanted to compare features and functionality across their top ESP contenders.
Action: I helped launch and write a series of competitive comparison pages that gave ESP buyers a clear-eyed look at the differences between our product and our top competitors.
Results: This down-funnel content captured organic traffic and provided a resource for our buyers during the consideration phase of choosing a technology platform.
- Ranked in the No. 1 position for key search term within four weeks
- Leveraged by marketing and sales teams during key buying moments as the competitive landscape changed rapidly in 2019