Client:
PDF
editor (NDA)
editor (NDA)
Geo:
North
America
North
America
Industry:
B2B & B2C
SaaS
B2B & B2C
SaaS
Key services:
SEO, Content,
Paid Ads, SMM
SEO, Content,
Paid Ads, SMM
Results
1000%
non-branded organic
traffic growth in 1 year
Top-5
position for
high volume keywords
176%
increase in signups
in 1 year
50%
increase in paid
customer conversion
Our client is an online document
management and editing platform that helps
to view, edit and share PDF files in the cloud. Challenges:
management and editing platform that helps
to view, edit and share PDF files in the cloud. Challenges:
Low & declining volume
of organic traffic.
Most of the organic
traffic comes from
branded keywords.
of organic traffic.
Most of the organic
traffic comes from
branded keywords.
Incredibly high
competition
in organic search
in the US market.
competition
in organic search
in the US market.
Declining brand
demand due to a
reputation scandal
around a data leak.
demand due to a
reputation scandal
around a data leak.
Marketing
goals
Become a top-of-mind PDF tool both for businesses,
educational institutions & individuals.
educational institutions & individuals.
Client wanted to develop a growth marketing strategy
that would help them to expand their business, build
brand awareness, and grow relevant organic traffic.
that would help them to expand their business, build
brand awareness, and grow relevant organic traffic.
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We decided to focus on winning
the search battlefield.
This meant getting in the top-5 searches on Google for people who were looking for a pdf editor, convert the audience with engaging content and nurture them to paid customers with both great product related content and commercial offers.
1
Eliminate the negative
perception
of the brand
2
Start small with the less
competitive
keyword clusters
to test hypothesis
3
Choose the winning hypothesis and build
sustainable content
ecosystem
around them
4
Build a content distribution
machine with
strong links
profile
to win the hardest
keywords
5
Never stop – constantly
update
& support
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