increase in ARR pipeline and ROI of 120:1
additional visitors to the website
The Challenge
RingCentral is a leading provider of cloud-based communication and collaboration products worldwide.
In July 2019, RingCentral asked accelerate agency to help its UK division increase sales through search. This project was extremely successful, and RingCentral then asked accelerate agency to become its SEO agency for the US market in February 2020.
After even greater success in the US market, accelerate agency was asked to help with the French market (July 2021), the German market (starting in September 2021).
Insights
accelerate agency’s ability to acquire links from high authority domains was a key reason RingCentral wanted help with the ringcentral.com. After a thorough site audit, however, we identified several other ways we could boost SEO performance.
Following a gap analysis, we identified new organic competitors in the market who were taking market share from RingCentral. We also determined that ringcentral.com’s existing keyword and content strategy was failing to satisfy user intent, and only capturing audiences looking for information. Users who were ready to purchase were not finding ringcentral.com in their search results as often as they should.
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Let's Talk!increase in ARR and ROI of 120:1
additional visitors
What We Did
Acquiring high authority links was always a priority across all work for RingCentral across each of the four markets.
Thanks to our targeted outreach process, which identifies and cultivates potential content partnership opportunities, we were able to place thousands of thought leadership pieces with extremely relevant, high authority backlinks for RingCentral.
These included:
TechCrunch.com (DR92)
BigCommerce.com (DR92)
Hubspot.com (DR93)
Moz.com (DR 91)
Wordstream.com (DR 91)
Freshdesk.com (DR 91)
Flippingbook.com (DR 90)
G2.com (DR 90)
Freshworks.com (DR 90)
Bambohr.com (DR 86)
We also worked just as hard on improving RingCentral’s onsite content SEO. We identified 200+ pages to optimize with 328K new and emerging keywords.
We also created content hubs by audience vertical, grouping themes, and segmenting further by phases of the funnel and search criteria, which included:
- Type of query
- Intent of search
- Context of search
These hubs ensured RingCentral’s onsite visitors were served hyper relevant content from their initial search, and throughout their entire user journey.
Results
Across four different markets, accelerate agency’s combination of link building and onsite content delivered spectacular results for RingCentral.
In the UK:
- 2,756 links from highly relevant, high authority domains
- An increase of over 900K site visits from the UK market
- Over $50 million in new leads generated by SEO
In the US:
- 2,581 links from highly relevant, high authority domains
- An increase of over 2.5 million visits from the US market
- Over $130 million in new leads generated by SEO
In the French market:
- 124 links from highly relevant, high authority domains
- An increase of over 80K visits from the French market
- Over $4.5 million in leads generated by SEO
In the German market:
- 106 links from highly relevant, high authority domains
- An increase of over 30K visits from the German market
- Over $2.5 million in leads generated by SEO
The benefits to accelerate agency’s SEO work for RingCentral were truly exceptional.
In particular, the 3.4 million visitors in the US and UK market drove an extra 40% in ARR from organic search.
RingCentral’s overall ROI for the SEO campaigns in all four markets was a staggering 120:1.
“accelerate scaled RingCentral’s non-brand SEO traffic through link building, technical SEO, and content development to drive 40% growth in annual recurring revenue”
