Global Technology Provider

The challenge

A leading provider of IT infrastructure for data centres reached out to AXD for help attracting website traffic and converting to leads. The client partners with the world's leading IT hardware providers to supply, install, and support the latest technology for their global client base. Despite their commercial success, the client had a low Domain Authority website and an underdeveloped digital marketing function. 

After hiring a new commercial lead, the client enlisted our services to help increase their online visibility and generate leads through their website.

Our approach

We worked with the technology provider to improve their technical SEO,  develop their content marketing, and build a small but passionate community of engaged followers. 

The project started with website optimisation, improving technical speed, user experience, internal linking, and keyword targeting in content, titles, meta descriptions, and header tags. Once we had upgraded the on-page optimisation, we moved to off-page optimisation to improve website authority. We did this by effectively responding to HARO (Help A Reporter Out) queries, guest blogging on popular industry websites, and submitting the website to relevant directories. 

The technical nature of the client's work meant there was plenty of opportunity for content marketing. We worked with the client to interview their existing client base to learn about their interests and online product research behaviours. Using our primary and keyword research, we created a content marketing plan for the first three months of our project agreement. 

In creating the content, we wrote high-quality articles and whitepapers around the identified keywords using the client's knowledge, our primary research, and our technical expertise. Our work included an initial release of 25 content pieces to boost website relevancy quickly before scheduling their sharing and distribution over the following twelve weeks. We worked with their highly successful sales team, supporting outreach and content distribution to convert warm leads to customers and cool contacts to community members.

With the sales team, we incentivised contacts to convert to community members by offering early access to content, complimentary attendance at business events, and hospitality ticket opportunities at global sporting events.

The results

Our work led to more website traffic, organic leads, and point of differentiation through a small but active community. The process took time and effort but was ultimately hugely worth it. The website now ranks in the Top 3 for over 100 search terms, bringing in over 2000 unique visitors monthly.

As a result of our efforts, the client saw a significant increase in new business opportunities and sales. The client was delighted with the results of our work and has since hired us to help them with their ongoing digital marketing needs, continuing to support their in-house sales and marketing teams. 

This case study shows how our SEO expertise can help improve online visibility and generate more leads. 

If you're looking for help with your SEO, contact AXD today.

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