Thanks to a detailed SEO audit and a creative paid ads campaign, we helped a major payment provider attract 136% more search engine traffic after a move to a new CMS. We also attracted 273 new leads and increased their quality by 60%.
Our client, a major payment solutions provider, moved the corporate website from Tilda to WordPress. This is often a painful transition resulting in a loss of traffic. We took it as a challenge and opportunity for a complete SEO rehaul. This also allowed us to kickstart a paid traffic campaign in the LATAM region, to which the client was expanding.
BDC Consulting used a complex approach that combined a 360-degree SEO audit, competition analysis, and a test ad campaign.
The initial goal was to maintain the rankings and search traffic after the switch to the new CMS. The final result exceeded the client’s expectations: in just 3 months, we increased Google Search traffic from 730 site visits per month to 1730, while the number of organic keywords rose from 895 to 1323. We also increased lead quality and raised the conversion rate from lead to user by 7%. These are all impressive numbers for a B2B company whose sales cycle can last several months.
1) A full SEO audit
We used both automated and manual SEO analysis, checking for the following:
We also conducted an SEO analysis of the competition to see which of their SEO and content techniques can be used on the client's website to rank higher than the competitors.
2) SEO checklist
Based on the SEO audit and the competition analysis, we compiled a detailed checklist for the website admins, coders, and content managers on the client-side. It included:
Thanks to these measures, the website's SEO rankings improved after moving to the new CMS. The site received 1,730 visits originating from search engines in a month (as opposed to 730 previously), and the number of keywords it ranked for grew from 895 to 1,495.
Insight: adding internal anchor links allows you to show Google which pages are the most important and helps boost keyword relevancy.
3) Test campaign – stage 1
Duration: 1 month
As the client was looking to expand into both new industries and new regions (Latin America), we designed an experimental paid ad campaign that would tick both boxes:
The test campaign confirmed that we could attract relevant leads via ads on social media, even though the client's product was rather specific (B2B payment solutions). In total, we got 130 leads (registrations) at $16.5 each. Considering that each user (merchant) can earn the company thousands of dollars a year in processing fees, this is a good acquisition cost.
4) Test campaign – stage 2
Duration: 1 month
We used the analytics data from the first month to scale the test campaign and increase lead quality. The resulting 143 leads cost $22.56 per registration (25% more than during Stage 1), but the share of quality relevant leads was 59% higher.
The key objective was reached and exceeded: in spite of a move to WordPress, Google rankings improved and search traffic to the site increased by over 130%.
Switching from one CMS to another (WordPress, Joomla, Drupal, Tilda, etc.) often hurts Google rankings and search traffic, but with careful SEO improvements and search marketing, you can maintain and even boost the site's popularity.
However, one has to keep in mind that search marketing in 2022 goes far beyond designing a landing page and buying links. Marketing specialists need to account for all of Google's 200 ranking factors, including YMYL ('Your Money or Your Life') and EAT ('Expertise, Authoritativeness, Trustworthiness') – the guidelines that Google uses to evaluate content quality.
A combined manual and automatic SEO audit is the only efficient way to see if a website matches all the ranking criteria. The result should be a detailed action plan covering code, metadata, content, visuals, keywords, page structure, and more. It's crucial to implement all the recommendations from the SEO audit checklist and check competitors' SEO strategies.