Case Study

Achieving 31% growth in organic conversions with a tailored content marketing strategy

%

increase in organic conversions

%

growth in new organic users and sessions

Background

 

Expert.ai is a leading company in artificial intelligence applied to text with more than 20 years of experience in natural language understanding. It is a global, publicly traded company (EXAI:IM) committed to innovation and to providing customers and partners with concrete results and tangible business value.

Services & Platforms

 

  • SEMRush
  • Content Growth

Goals

The Expert.ai team wanted to stay ahead of the competition through organic search visibility and SERP outranking. Their previous approach was to build content focused on industry news. This approach generated traffic and the audience was engaging with the content, but it didn’t lead to improved SERP ranks. In addition, the users didn’t engage much with the brand and didn’t move through the funnel.

Strategy

In VertoDigital’s research for a solution, we noticed that Expert.ai was missing key evergreen, informational pieces that their audience was longing for. The existing content wasn’t interlinked properly and needed a conversion-optimized approach with a compelling strategy to drive customers further down the sales funnel.

Since content quality outweighed any other SEO factor in recent years and especially after Google’s Medic algorithm update, our team took an approach to increase content quality by adhering to Google’s E-A-T signals and produce a content framework that is authoritative, trustworthy, and offers high-level of expertise. The aim was to position Expert.ai better, increase its brand awareness, raise CTR, and bring more organic conversions.

In this framework, every topic, every piece of related content and every link formed a strong structure that sends a powerful message to the search engines and stimulates the users to further engage with the brand. The user journey started with an introductory, bottom-of-funnel content and ended with a lead submission, form completion, or a “contact us” page. This structure ensured more engaging content that inspired and enlightened.

As a result, in just three months the conversions from organic traffic increased by 31%, while the new organic users and sessions grew by 26%.

Results

Don’t just take our word for it

We’ve made a lot of progress as a content team in a short period of time but have only scratched the surface of our potential. With Verto Digital’s expertise and guidance, I’m confident we can make an even bigger impact across the organization in the months and years ahead.

Testimonial Item

Jay Selig

Content Team Lead Expert.ai

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