Customer story
About the client
Spendflo is the ultimate procurement partner that leverages AI to simplify bid analysis, negotiate SaaS contracts, and handle all your document management needs from start to finish.
Industry
SaaS ( Procurement)
Company size
51 - 200
Goals
Increase the flow of potential traffic & improve the MQL funnel
Engagement start date
June 2024
The challenge
Two Spendflo aimed to tackle key challenges limiting organic traffic growth and hindering the development of a robust leads funnel for sales. Some of the key challenges included:
- Traffic stagnation: The traffic flow on the website saw limited to no growth.
- Link cannibalization: The website had many duplicate pages that confused search engines & led to lower rankings.
- No defined user journey: The website lacked a proper user journey misled the visitors
- Content gaps: Lack of critical content affected the site’s relevance & engagement
- Unstructured blogs: The blog section lacked proper structure, making it difficult for users to navigate, leading to a higher bounce rate
- Lacked topical authority: The absence of keyword research and analysis kept the website from building its topical authority.
- Insufficient BoFU pages: There were not enough bottom-of-funnel (BOFU) pages to drive lead generation.
Before PipeRocket, Spendflo worked with other agencies for over 15 months but failed to see any growth in their organic growth or conversions.
PipeRocket’s strategy & implementation:
The team at PipeRocket analyzed and proposed a well-defined solution for every challenge that was affecting Spendflo. With the overall goal in mind, our team set out to make changes in how the content is planned, improve the user flow & bring more structure to the website. Here are the solutions that we planned and executed in the different phases for maximum efficiency:
- Phase 1: Quick fixes & basic setup
- For traffic stagnation on the website, our team set out to optimize the existing content (to make it relevant for search engines) and also produce new & effective content that drives relevant visitors to the website.
- All the duplicate pages were removed with a 301 redirect.
- The blog page was restructured to enhance the user experience by resolving navigational issues.
- Phase 2:Building of a strong foundation
- In the second phase, the PipeRocket team focused on creating well-defined user journeys, adding actionable CTAs, and building a solid internal linking network.
- The focus was also to amp up the content plan. This required us to conduct a thorough keyword analysis. This helped us in building pillar pages by leveraging the keyword clusters.
- With the right keywords in place, we started fixing gaps in the existing blogs and producing new content that was relevant, effective, and engaging.
- Phase 3: Content growth that builds authority
- To get the content to rank well on search engines and drive constant traffic to the blogs and website, we started focusing on high-volume keywords that were easy to win.
- To further strengthen the power of our content, we started interlinking blogs and other relevant content. This simplified user discoverability and encouraged higher engagement.
- Backlinking with high-domain sites helped in improving Spendflo’s domain authority score.
- Phase 4: Optimization that improves conversions
- Lastly, the efforts shifted to the Bottom of the Funnel or BoFU approach. We started creating pages for tools, alternatives, and comparisons.
- Along with that, we kept checking and revising our organic growth strategy based on the performance data to achieve maximum ROI.
Result - A success story:
PipeRocket’s ever-evolving strategies and foolproof execution delivered better than desired results. Spendflo’s website witnessed a 61% increase in its overall organic traffic with a 152% increase on the blog pages.
Overall website traffic
Blog Traffic
There was a 69% increase in organic traffic from the USA, which was the primary target audience for Spendflo. They saw a 100% increase in non-branded traffic. The keywords ranking in the top 10 positions increased from 264 to 1,273.
Blog Traffic
PipeRocket Digital has grown our organic traffic 5X over eight months and their organic leads by 25% over six months. The team is prompt and involved strategically and in execution. Moreover, their in-depth understanding of SEO and consistent involvement make them a reliable partner.