Our goal was to increase organic search visibility for three core pillar topics. The cybersecurity and cyber insurance industries are competitive, and At-Bay is competing against some legacy brands with higher domain authority.
To increase At-Bay’s authority, we created content pillar strategies around each core topic. By creating quality content that spans the funnel, we start to rank for more relevant search queries, leading to more organic visitors.
Key Objectives
- Increase organic traffic to help boost brand awareness and search visibility
- Increase the total number of target keywords ranked in the Top 20 of search results
- Increase the total number of organic keywords ranked in the Top 10 of search results
How We Did It
Topic Research and Keyword Refinement
Obility performs keyword and competitive research around each pillar topic. This helps us better understand the most popular search queries and what type of content is ranking the best.
Using key metrics like search volume, difficulty, and relevancy, we identify target keywords that represent our top opportunities. The goal is to cover each topic comprehensively, so that we can reach users no matter what stage of the journey they are in.
SEO Content Strategy
Publishing new content to fill gaps was a key component of our overall SEO strategy. Obility wrote detailed content briefs, which included SEO recommendations, and delivered them to the At-Bay team for writing and production.
In 12 months, we published 20 new articles that were specifically targeting keywords from our SEO strategy.
Additionally, Obility provided SEO recommendations for existing pages on the site. We prioritized pages that ranked on pages 2-3 of search results so that we’d have a higher chance of bumping our rankings up to page 1.
As part of this process, we’re improving internal linking, adding helpful content, and linking relevant resources. We’re also improving calls-to-action to help promote down-funnel conversions.
Results
We’ve seen strong results already and have exceeded our key objectives.
Organic sessions to net-new content published from our SEO strategy grew by 236% between January and June compared to the previous period. From Q2 to Q3, sessions grew by 62%.
Target keywords ranked in the top 20 grew by 41% over the course of the year.
The total number of organic keywords and SERP features ranked in the top 10 increased by 95%.
By optimizing CTAs and linking to valuable assets, like At-Bay’s industry research reports, we saw a 53% increase in organic conversions of our gated content downloads.
About At-Bay
At-Bay is the InsurSec provider for the digital age. By combining world-class technology with industry-leading insurance and security expertise, At-Bay was designed from the ground up to empower businesses of every size to meet cyber risk head on. The At-Bay Group includes a cybersecurity company and a full-stack insurance company. As an insurance company, At-Bay offers Cyber, Tech E&O, and Miscellaneous Professional Liability policies.
The InsurSec approach provides end-to-end protection for modern businesses. It’s a force multiplier that includes security, threat intelligence, and human experts to close the SMB cybersecurity gap – all as part of their insurance policy.
About Obility
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. We’re a fast-growing agency with a global client base ranging from early-stage start-ups to multinational enterprises.