Case Study:Revamping SEO Strategy for a SaaS Company Specializing in Hotel Software
Client: innRoad
Industry: Technology (Software-as-a-Service)
Introduction
A New York City-based SaaS company offering specialized software solutions for small hotels, inns, and B&Bs across the United States sought to enhance their online presence and lead generation through effective SEO. After experiencing inadequate results from a previous marketing agency, the client turned to J2H Digital for a revitalized SEO strategy.
Challenge
The client’s initial SEO efforts were underperforming, characterized by:
- Utilization of low-impact keywords with minimal monthly searches.
- Content published online that lacked effective anchor text alignment with strategic keywords, leading to poor traffic and lead generation, thereby failing to justify the costs involved.
Objectives
- Improve keyword strategy to target higher-impact search terms.
- Enhance content and link-building practices to better reflect targeted keywords and industry focus.
- Achieve first-page Google rankings for new, high-value keywords.
- Increase website traffic, lead generation, and customer conversion rates significantly.
- Demonstrate a substantial return on investment (ROI) from SEO activities.
Strategy
An eight-month comprehensive SEO plan was developed to address these objectives:
Keyword Optimization
Compiled a list of 10 new, high-value keywords relevant to the hotel and software industries for targeted SEO efforts.
Industry-Focused Link Building
Identified and secured link placements on blogs and websites pertinent to both the hotel industry and software technology sectors.
Consistent Link Building Efforts
Implemented a rigorous schedule of weekly link-building activities to enhance domain authority and relevance.
Results
The revamped SEO strategy delivered impressive outcomes over the course of 17 months:
Web Traffic and Lead Generation:
Google Organic Search drove 63,000 site visits, yielding 776 new customer leads and ultimately converting 63 new customers.
Keyword Ranking Success:
Achieved first-page ranking on Google for all targeted keywords within six months.
Lead Quality and Conversion:
SEO became the top lead-generating tactic, boasting the highest conversion rate at 52%.
Financial Impact:
Each new customer represented a first-year value of $3,000, translating to monthly sales of $48,000 attributable to SEO, against an SEO service cost of $3,000 per month.
ROI:
Monthly ROI of $45,000 or 16x the investment in SEO services.
Conclusion
The strategic overhaul of the SEO practices for this SaaS company not only rectified previous inefficiencies but established a highly effective lead generation engine. This case study exemplifies how tailored SEO strategies, particularly in competitive industries like software and hospitality, can yield significant business growth and financial returns.
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