Increasing Organic Traffic by Converting PDFs to Optimized Web Pages

Highlights

Juniper Networks SEO Case Study

  • 2,785% increase in organic to case studies page in 8 months after transferring case studies from PDFs to optimized web pages
  • The ability to identify individual case study organic performance

The Challenge

Increase organic traffic to Juniper Networks’ Case Studies page. As PDFs, the case studies weren’t showing up well in search results, and weren’t ranking very well either. Juniper also had no way of knowing which case studies customers were actually reading, or how effective they were at assisting in conversions.

The Solution

For each case study, Obility provided keyword research around the case study topic to figure out terms people most often searched and optimized title tags, meta descriptions, H1 tags, and content, accordingly. As Juniper produces new case studies moving forward, Obility prepares additional keyword research to optimize for new case study pages for search results and organic traffic.

The Results

When Juniper Networks started the project in September 2013, the only thing Juniper could measure was the traffic that came to the Juniper Networks’ case studies landing page – Juniper couldn’t measure traffic to individual Juniper case studies. Now, after transferring the case studies from PDFs to web pages that include web analytics tracking, Juniper can determine the traffic for each individual case study, and which case studies are proving to be the most valuable in assisting conversions.

Reported organic traffic for Juniper’s case studies has skyrocketed since transferring case studies from PDFs to web pages. The Juniper Networks’ case studies pages experienced an overall increase in organic traffic of 2,785% from September 2013 to May 2014.

Juniper SEO Case Studies Organic Traffic

 


 

 

  • 2,785% increase in organic to case studies page in 8 months after transferring case studies from PDFs to optimized web pages
  • The ability to identify individual case study organic performance