SEO Competition for Highly Competitive Terms

Click has been working with Innography since 2015 to help increase search engine rankings and increase conversions sitewide. The primary issues were that organic traffic was stable but not growing even though lots of great new content was being created. Innography creates software for enterprise-level patent searching and IP analysis. The first thing Click focused on was clearing up technical issues on the website that was hindering crawling. Then a focus was made on existing content to clear out under-performing blog entries and redirecting that traffic. The result of this effort to clean up the website has driven a 37% growth in organic traffic since the beginning of the project.

The next step was to begin understanding some of the user behavior to impact conversion rates.  The content was difficult to read and conversion actions were not as obvious as they could be. A focus was made on increasing user engagement with content. Small gains were made in pages viewed and average time on the site.  Increases in conversion rates during tests ranged from 1-12%.