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increase monthly US non-branded traffic value
The Challenge
PandaDoc is a leading SaaS company, known for its document workflow software which allows customers to create, approve, and eSign proposals, quotes, contracts, and more.
PandaDoc had successfully used SEO to drive sales for several years, but growth through search had recently begun to slow. The leadership team remained keen to keep improving their SEO performance, and had ambitions to overtake several well-established competitors. Starting in May 2022, they asked accelerate agency to:
- Take 10 core pandadoc.com pages to the top 3 positions for all designated keywords.
- Increase monthly US non-branded traffic by 20%
- Increase monthly US non-branded traffic value by 10%
As PandaDoc had already been actively successfully implementing SEO for several years, further increases in performance would be a serious challenge. Undaunted, the accelerate agency team rolled up their sleeves and began meticulously preparing a winning campaign.
Insights
PandaDoc’s marketing team came to accelerate agency with clear expectations based on their previous experience. This included a list of keywords which had previously been identified as critical to growing sales, and detailed SEO content guidelines.
After a series of reviews and discussions, accelerate agency recommended:
- Expanding and improving PandaDoc’s onsite content, including “ask” pages, competitor pages, and highly targeted blog posts
- Continued keyword research to expand PandaDoc’s SEO footprint
- A high value link acquisition campaign, managed by accelerate agency’s award-winning targeted Outreach Team
During the discovery process, accelerate agency also determined that its normal content creation process should be refigured to accommodate PandaDoc’s exacting content guidelines. Extra checks were added to allow PandaDoc’s marketing team more oversight, and help reassure them that all requirements were being strictly adhered to.
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increase monthly US non-branded traffic value
What We Did
From day one, accelerate agency’s Content Team immediately began expanding PandaDoc’s onsite content. New, high quality blog posts focused on specific keywords were an early priority, but further optimization of PandaDoc’s existing content was also covered in the first phase. Many of the existing pages were already ranking in the top 10 for Google searches, but both PandaDoc and accelerate agency were determined to keep improving them until they reached number 1.
accelerate agency also began expanding PandaDoc’s “ask” pages, which answer specific questions that potential customers might ask via search. Although these pages tend to have lower traffic volume, they also tend to attract higher value leads.
Results
Despite already being an established SEO player, PandaDoc’s rankings have substantially increased during the first ten months of its partnership with accelerate agency.
25 core pages from pandadoc.com are currently ranked first for critical keywords (a 150% increase over target). A further 62 critical pages are in search positions 2-10.
Monthly US non-branded traffic has increased by 118.5% (a 98% increase over target)
Monthly US non-branded traffic value has increased by 89.2% (a 79% increase over target)
More importantly, since it began working with accelerate agency, PandaDoc’s traffic and traffic value have increased steadily every month, with no sign of slowing.
The PandaDoc team have been extremely happy with the results so far.
