What We Accomplished and How We Did It
Because Dusty Robotics work closely with Obility’s paid media, and organic and content teams, the Obility teams were able to support each other in the creation of new strategies and assets.
Let’s examine which paid search and SEO and content strategies the Obility team employed to get to these results.
On the paid side, Obility had to be creative as the “robotics” in Dusty Robotics’ brand name made it difficult to target non-branded search terms. As a workaround, Obility used dynamic search ads to generate branded search volume and the Core-Almost-Test strategy to allocate budget to the most efficient keywords.
In addition, Obility’s content team updated Dusty Robotics’ pricing landing page to focus on subscription benefits and eye-catching CTAs, which resulted in the new pricing landing page generating 54 leads and over $485,000 in pipeline from paid search and SEO.
The SEO strategy was heavily focused on full-funnel content creation and user experience improvements.
At first, Dusty Robotics had only one solution page for all three of its solutions, which made it difficult for users to find the information relevant to them. To improve Dusty Robotics’ lead generation strategy, Obility created three new solution pages for Dusty Robotics’ top audiences (General Contractors, Drywall, and Mechanical) and new case studies landing pages.
The new solutions pages drove a 71% increase in organic traffic. The old solution page didn’t gather any conversions or leads, whereas the new solutions pages saw 22 conversions and 5 leads since their creation.
While the new solution pages were great assets for middle and bottom-of-the-funnel content, Dusty Robotics and the SEO team were still in need of top-of-the-funnel content to build awareness about the brand.
Obility’s content team created and published several long-form articles and guides, including the guide to construction layout that is now ranking in first position in the SERP, in addition to being in the first ad place. Obility is also testing adding CTAs throughout new content pieces to improve user experience and increase conversion rate.
Obility’s SEO and content creation strategy helped double the number of keywords Dusty Robotics is ranking for and ensured Dusty Robotics’ presence in 27 SERP features.
About Dusty Robotics
Dusty Robotics enables the construction industry to build more with less, increasing construction efficiency while making job sites safer. Dusty Robotics’ flagship product, the FieldPrinter, automates layout with the most accurate mobile robot on the planet giving contractors the confidence that what they design is what they build.
Obility is a B2B digital marketing company with a core in revenue operations. We help B2B companies improve lead quality and increase pipeline through paid search, paid social, and SEO campaigns. Based in Portland, Oregon, we’re a fast-growing agency with a global client base ranging from early-stage start-ups to multinational enterprises.