SEO isn’t just about traffic; it’s about the right kind of traffic.
When the Merit Tarkvara team approached me to help create an SEO strategy for their Polish brand, 360 Księgowość, I knew we had a unique challenge on our hands, because I usually only work with English-speaking markets. However, I really clicked with their team and knew that we’ll be successful when working together.
They received a new SEO strategy in September 2022 and by April 2023, the results spoke for themselves: they reported a surge in high-quality traffic that had in turn increased signups by over 100%.
And this upward trend is likely to continue at least for the next 2 years due to the compounding effect of SEO traffic.
Merit Tarkvara was already a recognized name in Estonia. But in Poland? They were starting from scratch. They had content but lacked direction and a strategic approach. They needed a strategy that would drive their growth and eventually position them as a leader in a new market.
Key Pillars of My Strategic Approach:
1. Understanding the Current Landscape:
The site had some visibility with a few keywords ranking on Google’s first page. However, the majority of their organic traffic was directed to the homepage. While they had been relying on Google Ads so far for signups, it was clear that organic search traffic growth presented an untapped potential.
2. Setting Clear Goals:
The objective was twofold:
- Establish 360 Księgowość as a trusted resource for accountants and entrepreneurs in Poland.
- Achieve a significant increase in organic signups by the end of 2023.
3. Technical SEO Adjustments:
The site’s mobile experience needed enhancement. Also, speed optimization was crucial. Additionally, integrating a sitemap into Google’s Search Console was prioritized to improve site indexing.
4. Content Strategy Revamp:
Content is the backbone of SEO. So, we focused on:
- Refining main landing pages to better cater to user intent.
- Updating the blog post template to enhance user experience
- Ensuring blog articles were optimized for both search engines and users by doing the following:
- Keyword Identification: Prioritized high-buying intent keywords to guide content creation.
- Pillar Content: Introduced in-depth guides on broad topics like “Accounting Software”.
- Bottom-of-the-Funnel Focus: Creation of “money pages” optimized for users ready to purchase, highlighting 360 Księgowość’s benefits.
- Middle-of-the-Funnel Content: Developing informational articles to nurture potential leads and build trust.
- Refreshing Old Content: Updating older articles to meet current trends and SEO standards.
- Diverse Content Types: Encouraged expanding to videos, infographics, and interactive browser tools.
- Content Promotion: Leveraging social media, email newsletters, and ads for wider reach of the new content.
- Continuous Feedback: Setting up a system for weekly monitoring of content performance for real-time feedback.
5. Organic Link Building:
We steered clear of shortcuts. Our approach was to produce quality content that would naturally attract backlinks, reinforcing the site’s authority.
6. Additional Strategic Moves:
A recommendation to engage with their target audience provided insights into their needs and preferences. This also informed our content strategy and added value.
Also, implementing features like a “table of contents” helps visitors find content that is important to them faster.
By strategically addressing each aspect of SEO, they were able to transform the quality of traffic coming to the site. This wasn’t just about numbers; it was about attracting the right audience.
A remarkable increase in signups by over 100% within 6 months of starting with the implementation.
In conclusion, SEO is a powerful tool when wielded with precision and expertise. Merit Tarkvara’s success with 360 Księgowość is a testament to the potential of a well-executed SEO strategy.