IT Marketing Insights Blog

By Charley Spektor and Paul Desmond
September 1, 2019

B2B Tech Companies Reach Page 1 of Google with SEO-informed Content

Pica8 and Indico prove effective SEO research and quality content can translate to success in Google search.

Creating long-form content for your website can be a way to earn page 1 rankings in Google – especially if you infuse the content with the results of effective Search Engine Optimization (SEO) research. In just the last four weeks, one of our emerging technology startup clients, Indico, has seen the number of weekly search impressions for a new pillar page we created soar by 511% from week 2 thru week 8, for a Compound Weekly Growth Rate of 29.5%.

At the same time, the page is also consistently ranking on page 1 of Google search results for search terms of importance to Indico.

Indico sells artificial intelligence (AI) software that automates processes involving unstructured content, a concept it calls “intelligent process automation,” or IPA. We created a page with some 1,400 words of content describing IPA and its various attributes. Drawing on our SEO research and rigorous competitive analysis, we made sure to weave in relevant terms that Google users have historically used when searching for AI solutions for process automation. We launched the page in late June, and now, two months later, the page’s performance is improving week by week. Indico requested we not reveal actual numbers of impressions, but as the chart below shows, suffice to say the page is succeeding in its main goal: delivering leads.

Pica8 gets consistent results for new term

This is no one-hit wonder. Below is a graph from another client, Pica8, showing sustained performance for Google organic search visits for a website page we created just over a year ago, in late June 2018. The page describes the leaf-spine network architecture, which is highly relevant to the open network operating system Pica8 sells. As you can see, visits have been sustained, averaging a solid 400 per month.

Prior to creating this page, the Pica8 website did not have content specifically focused on the leaf-spine architecture. We identified the term as an opportunity to drive more qualified visitors from organic search to the site. In short, it worked. As this case study details, leaf-spine was just one term we focused on for Pica8. Based on our SEO research, we identified 15 terms and created “glossary” pages for each one of them, in the process including dozens of terms people use when researching topics related to open networking. The strategy was effective for two main reasons:

  • Open networking is an emerging technology, so Pica8 had an opportunity to get in at an early stage of interest among IT decision-makers – setting the firm up to scale any early success as interest in the technology grows.
  • Many of the search results we found displayed “intent” – meaning searchers were looking for actual products, not just doing academic research. The results included some direct competitors’ pages that had content on open network-related technologies. This gave us a higher degree of confidence to pursue the long-form content project.

After stabilizing in month 3, a Pica8 page on leaf-spine networking has consistently garnered about 400 visits per month for the past 9 months.

As the Pica8 performance graph above illustrates, the page we created for leaf-spine began to slowly earn increased organic search visits during the first three months. In month three it reached a traffic level that has been sustained for nine additional months. The same general performance has been achieved for several other glossary pages we created for Pica8 (but not all, which is why it was important to create a range of these pages).  

Indico IPA page soars in Google search

Our success with Indico can be attributed to much the same strategy. Interestingly, the page is not only drawing many impressions, but it leapfrogged over Indico’s home page in Google rankings for many IPA-related terms. In mid-August we added another 800 words of content based on new material about Indico’s software. In the short time since, we’ve seen the page consistently on page 1 of Google search; we’re cautiously optimistic that will continue.

Click-throughs for the new IPA pillar page, while still modest, have been picking up week by week as well, as the page gets increasing visibility in Google searches for numerous variations on “intelligent process automation.”

The results we’ve seen with both Pica8 and Indico illustrate the potential Google presents for lead generation when content highlighting a firm’s benefits is fused with well-researched SEO analysis. For IT firms with business lines that include emerging technology products and services, getting in on the ground floor can set you up for a long, fruitful ride.

 

“It’s clear Saratoga’s principals understand technology, which means we don’t have to spend a lot of time editing or re-writing copy. Add to that their SEO expertise and you have a rare combination, from my experience.” – Jeff Paine, VP of Marketing, Pica8

“I strongly recommend Saratoga B2B Group. They provide unique and very valuable skills in creating rich SEO-aware content.  What you get is a site that is both interesting to humans and interesting to Google.  Hard to do, but they do it.” Tim Negris, SVP, Rulex