Problem Statement
An Information Technology company providing managed IT services, cloud computing migration and implementation consulting, and Google Apps implementation and integration services found their sales team inundated with calls and inquiries from users seeking Google Support. Instead of engaging with potential clients, crucial sales time was being spent addressing irrelevant queries. Identifying the root cause of this unwarranted traffic and taking measures to correct it became imperative.
Sales resources at the IT service provider were being disproportionately allocated to handle calls and inquiries from users attempting to connect with Google Support. This diversion was inhibiting the Sales team from engaging with genuine leads, adversely affecting the overall sales trajectory.
Goals and Objectives
- Determine the digital sources resulting in an influx of low-quality organic traffic.
- Enact strategies to considerably reduce the number of “false” leads.
- Boost the quality of organic traffic to the company’s website, allowing the sales team to zero in on genuine business prospects.
Strategies and Tactics
A two-tiered approach was adopted
- Research and Analysis: A detailed audit was conducted to locate landing pages and blog posts that were unintentionally drawing users looking for Google Support.
- Content Optimization: Based on the findings, it was advised to remove certain blog posts that were ranking for “help” and “support” keywords, misleading the users.
Following the prescribed strategy, I proceeded to delete 10 blog posts that were recognized as the main sources of low-quality traffic to the website.
Results and Metrics
The strategy bore significant results:
- Enhanced Sales Efficiency: Feedback from the sales department indicated a noticeable reduction in calls from users seeking Google Support, ensuring the focus remained on genuine leads.
- Improved Organic Traffic Quality:
- 511.11% MoM growth in Form Fill conversion rate (from 0.18% in May to 1.10% in June 2020).
- 450% MoM spike in Form Fill goal completions (from 2 in May to 11 in June 2020).
- 96.22% MoM jump in average pageviews per session (from 2.12 in May to 4.16 in June 2020).
- 72.84% MoM elevation in total pageviews (from 2,040 in May to 3,526 in June 2020).
Conclusion and Learnings
The initiative taken by the IT service provider shed light on the vital role of routine audits of website traffic sources and the content guiding it. Strategically removing misleading content significantly enhanced the quality of organic traffic and streamlined the sales process. The case highlights the necessity of syncing content strategy with business goals to foster genuine user interaction and optimize the deployment of resources.
