Customize Consent Preferences

We use cookies to help you navigate efficiently and perform certain functions. You will find detailed information about all cookies under each consent category below.

The cookies that are categorized as "Necessary" are stored on your browser as they are essential for enabling the basic functionalities of the site. ... 

Always Active

Necessary cookies are required to enable the basic features of this site, such as providing secure log-in or adjusting your consent preferences. These cookies do not store any personally identifiable data.

No cookies to display.

Functional cookies help perform certain functionalities like sharing the content of the website on social media platforms, collecting feedback, and other third-party features.

No cookies to display.

Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics such as the number of visitors, bounce rate, traffic source, etc.

No cookies to display.

Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.

No cookies to display.

Advertisement cookies are used to provide visitors with customized advertisements based on the pages you visited previously and to analyze the effectiveness of the ad campaigns.

No cookies to display.

Crafting the SEO Strategy for a Startup Company

Project Background

This project involves SEO audit, technical and on-page SEO for a start-up company in SaaS. 

The goal was to increase brand awareness and organic traffic, and ultimately to bring conversion to demo calls.

Timeframe: 1 year

Scope of Work

1. Technical SEO 

When I took over, the site was not indexed and not ranking. After the initial technical audit, I highlighted several issues and worked closely with developers to build the SEO foundation.

Here are some tasks we tackled in the first 2 months:

  • Created robots.txt and sitemap
  • Changed CMS logic to automatically update sitemap
  • Migrated from client-side rendering to server-side rendering
  • Fixed the crawlability of links by using <a href> tag across the site instead of as an on click event
  • Implemented schema markup

2. Content Strategy

The company had a blog, but they didn’t have a concrete content strategy in mind and certainly didn’t include any keyword research in the content ideation stage.

As the company was still in a very early stage, we conducted thorough keyword research to identify top-performing keywords in our industry and decided to go after the ToFu keywords to increase brand awareness. 

The main goal in mind would be:

  • Build topical authority
  • Target competitor’s keyword to associate the brand with other top players in the niche

3. Content creation and on-page optimization

We hired content writers to produce SEO content with a list of keywords and carefully crafted article structure. 

We also focused on updating and optimising existing website content, including landing pages, product pages and pricing pages.

Some other on-page optimisation work includes:

  • Internal linking
  • Improve the overall structure
  • Meta tag and heading tag optimisation
  • Image Alt text
  • Update webpage design for better user experience

Result

Number of ranking keywords in 2022.
Number of ranking keywords in 2022.

After the initial roll-out of all the fixes and published content, we immediately observed an uplift in QoQ performance. We saw over 993.5% increase in organic clicks and significant increase in organic keywords.

The biggest takeaway of the project is the importance of a holistic approach to SEO that combines technical expertise, content strategy, and continuous optimization. 

Content lies at the heart of our SEO campaign. By incorporating ToFu keywords and strategically positioning the brand alongside industry leaders, we bolstered our competitive positioning and expanded our digital footprint. 

However, in order to achieve that, a thorough SEO audit is necessary to make sure we have a robust technical SEO foundation that lays the groundwork for improved search engine visibility and makes sure your content is indexed and read by your target audience.

Aubrey Yung

Aubrey Yung

Aubrey is an SEO Manager with 6+ years of B2B and B2C marketing experience. Outside of work, she loves traveling and learning languages.