How to Struggle for Organic Traffic for a SaaS Startup in the Highly Competitive US Market

Solution 

IT startups can face various challenges in promoting and selling their products online, such as limited budgets for marketing and advertising, high competition from competitors, and limited human resources.

‍

Partially, some of these difficulties in online promotion can be mitigated by implementing quality search engine optimization (SEO) for the website. In the case of your client, developing the Blog section as a business tool could be utilized to attract organic traffic.

‍

Within the scope of working on the English version of Claspo's blog, we started from scratch.

‍

Analysis of Competitors' Blog

The information market in the client's niche is quite competitive. Top players emphasize the development of the content part – the blog, which can generate over 60% of the total traffic.

‍

‍

Taking into account the large volume of competitor blogs and their high rate of publishing new articles, it's challenging for a startup to secure top positions for highly competitive search queries. For instance, a single competitor's blog can add 25 new publications per month.

‍

‍

Claspo Blog Processing 

We started developing a content plan.

‍

Since the client's website was new and didn't have high authority metrics for search engines (Domain Rating, Url Rating), we looked for topics with low competition and low to medium search query frequencies.

‍

‍

Based on the analysis of competitors' blogs, their topics, and publishing frequency, we have set a goal: to achieve 3,000 sessions by the end of 2022. To achieve the desired results, it was necessary to publish a minimum of 10 articles per month.

‍

As part of the project, our copywriters have prepared 150+ articles, out of which 130+ have been published during the entire promotion period.

‍

Publication and Content Adjustment 

‍

An advantage of the website was the consideration of key search engine optimization factors during the development stage. This allowed us to avoid revisiting the development process and focus on achieving results.

‍

‍

CTA elements are website components that motivate users to take specific actions.

‍

Based on the indexing results of published articles and the initial changes in the website's search positions, we refined the articles on an individual basis.

‍

What We Evaluated and Adjusted in the Published Content  

‍

The effectiveness of incorporating key queries based on position dynamics

‍

We tested various variations of search queries and kept the ones that demonstrated the best positions in search results.

‍

‍

Metadata

We added FAQ and How To microdata to enhance the attractiveness of the snippet.

‍

Snippet is a preview of a website page that is displayed in search results.

‍

‍

CTA elements and other commercial and textual factors 

They were lacking on the client's website to reach the top 10 positions.

‍

Fixing technical errors after the update

‍

However, this case was not without challenges. Towards the end of 2022, Google announced several updates that had a negative impact on the website's positions and overall traffic.

‍

To address the situation, we conducted a thorough technical audit and implemented a series of measures to improve the search engine's trust in the website. Positive progress was achieved in March 2023.

‍

Results

We managed to attract organic traffic for low- and medium-frequency keywords and bring the Blog pages to the top 10 positions for those queries.

‍

‍

The work implemented for the Blog contributed to the improvement of the site's visibility in organic search and increased traffic to the site, reaching 3000+ sessions from organic search.

‍

‍

‍

‍