Back in December 2022, we were approached by a startup SaaS company that supplied smart water monitoring systems.
They had a great USP and offered innovative solutions to their customers.
So, what was the problem?
Well, Bluebot’s organic visibility, rankings, and site traffic didn’t reflect the brand’s amazing potential.
Of course, this was a major concern, and the company had already enlisted a marketing agency to help them.
However, this didn’t work out, so they came to us in search of a partner who could help amplify their visibility and improve their bottom line.
That’s exactly what we did.
The Challenge: From Visibility To Viability
When they reached out to us, Bluebot made us aware upfront of some of the issues they were facing.
Still, we needed to dig into their site and its SEO performance metrics to truly establish the causes of these problems.
These were the challenges we uncovered:
- Limited organic traffic: The site wasn’t attracting enough traffic to ensure sustainable growth for the brand.
- Poor rankings for high-intent keywords: Their content was failing to rank for high-converting search terms that were relevant to their audience.
- Content gaps: The existing content also wasn’t comprehensive enough to establish the company as an authoritative voice within the smart water monitoring system niche.
- Technical SEO issues: Their site had a number of errors and inefficiencies that were undermining its overall performance.
This clearly wouldn’t be a simple case of writing SEO-optimized content to give the site a boost.
It required a holistic strategy that would address all of these issues and provide Bluebot with the results they needed.
Increasing Sales By Tapping Into Intent-Driven Searches
One of Bluebot’s primary goals was driving more sales through their site.
This meant we needed to identify keywords that were highly relevant to the brand’s target audience—homeowners and businesses searching for efficient water management solutions.
These keywords also had to be transactional and reflective of the user’s intent to make a purchase. If we could target these keywords effectively, we knew we could increase the client’s conversions in a relatively short space of time.
This was our approach.
Leveraging tools to identify opportunities
We used industry-leading SEO tools to identify high-buying intent keywords like “smart water meter”, “WiFi water meter”, and “water monitoring system”.
These search terms clearly aligned with Bluebot’s audience and the solutions the brand provided. Plus, they were bottom-of-the-funnel (BoFU) keywords, which meant users searching for these terms were close to making a purchase.
We also identified middle-of-the-funnel (MoFU) keywords to target with content designed to build relationships and nurture leads.
Pinpointing gaps in the informational market
Competitor analysis was another tactic we used to identify keyword opportunities.
This allowed us to discover topics that the client’s competitors had missed.
By targeting these terms, we could address audience pain points that were being neglected by other sites within the niche and give Bluebot a competitive advantage.
Prioritizing keywords for maximum impact
In order to achieve the desired results, we knew our strategy would have to take place in phases.
Phase 1: MoFU and BoFU keywords
We prioritized the MoFU and BoFU keywords we had identified to start driving conversions immediately.
These terms would help us capture leads who were further along in the decision-making process, and we would provide the content to get them over the line.
But rapidly improving conversions wasn’t our sole aim.
We also needed to improve Bluebot’s authority within the niche and establish it as a knowledgeable and trustworthy resource.
How would we do this?
By identifying and targeting top-of-the-funnel (ToFU) keywords.
Phase 2: ToFU keywords
ToFU keywords are informational search terms like “how to stop a water leak” or “how to save on your water bill”.
They’re the kind of queries users have at the start of their buying journey and they presented the perfect opportunity to introduce potential customers to the brand long before they were ready to convert.
Through our balanced approach of targeting all three types of keywords, we could ensure that the site’s content met users at each stage of their buying journey.
Still, our priorities were MoFU and BoFU terms, and we decided that targeting ToFU keywords would form a later phase of our overall strategy.
Creating Content That Sells
Next, it was time to build a content strategy around the terms we’d identified during the keyword research phase.
To effectively target the ToFU, MoFU, and BoFU terms, we’d need to create a mix of informational and commercial content.
Here’s how we did it.
1. Capturing BoFU traffic
We created content for topics like:
- “Best Water Saving Technology for Landlords (2023)”
- “The Top 5 Flo by Moen Alternatives”
- “The 5 Best Flume Water Monitor Alternatives”
Targeting these terms with product comparisons and alternatives helped us position Bluebot as a reliable and credible source of information for users making purchasing decisions.
This aligned with the client’s primary goal of driving conversions by attracting leads who were ready to buy.
2. Solving problems and addressing pain points
We also produced actionable, problem-solving guides that would address the very specific pain points of Bluebot’s target audience. These topics included:
- “The Ultimate Guide: How To Stop A Water Leak”
- “High Water Bill But No Visible Leak? Here’s What to Do”
- “How To Protect Your Property Against Irrigation System Leaks”
- “How To Read A Water Meter”
Our guides provided answers to these common niche-related queries, which helped build Bluebot’s authority even further.
By giving users the content they needed, we positioned the brand as a go-to knowledge hub.
Additionally, we knew that these terms had high search volumes and that they could drive significant levels of organic traffic to the site.
This meant that targeting these terms would align with another one of Bluebot’s key goals—increasing site traffic.
3. Targeting niche audiences and localized audiences
This phase of our content strategy involved catering to very specific demographics and geographic regions. We did this by targeting topics like:
- “Cal Water Rebates: How to Save Money & Conserve Water”
- “Aridification of the West – What it is and How to Help”
Creating content for these topics would demonstrate Bluebot’s understanding of localized water conservation challenges. As a result, we could attract users looking for region-specific solutions and insights.
4. Harnessing the power of comparative content
Users in the MoFU stage of the buying journey are still conducting thorough research and evaluating their different options.
Therefore, one of the best ways we could target these users was with informative, unbiased comparison content that subtly encouraged them to choose Bluebot as the solution to their issue.
We did this by creating posts for topics such as:
- “LoRa vs LoRaWAN: Main Differences + How to Choose”
- “The Top 5 Flo by Moen Alternatives”
Our content demonstrated Bluebot’s expertise by providing nuanced insights into technical topics. Plus, as these were high buying-intent keywords, we knew they’d also help move the needle in terms of conversions.
5. Educating and building awareness
Then, we targeted ToFU topics such as:
- “12 IoT Sensors to Improve Monitoring & Efficiency”
- “IoT in Agriculture: 10 Ways to Improve Efficiency & Yields”
- “8 Trending Advances in Car Wash Technology – Bluebot”
This content aimed to build Bluebot’s authority and establish it as a thought leader within the IoT and water monitoring technologies niches.
To do this, we created blog posts that educated and informed users about innovations and industry trends.
Content like this appeals to ToFU users who are researching brands, products, and relevant topics. So, our informational posts would be designed to introduce them to potential solutions while subtly connecting these ideas to Bluebot’s offerings.
Boosting Rankings By Optimizing Content
In addition to creating new content, we needed to analyze the site’s existing content and ensure it was fully optimized. To do this, we:
- Enhanced title tags, meta descriptions, and headers by crafting concise, keyword-optimized metadata to boost click-through rates (CTR).
- Improved on-page SEO by incorporating BoFU keywords into the homepage and the product pages.
- Refreshed older content with updated data, engaging visuals, and SEO-friendly formatting.
Optimizing the existing content helped improve the site’s visibility and gave the content a better chance of ranking for relevant keywords in the search engine results pages (SERPs).
A Technical SEO Overhaul For Speed, Structure, & Success
Addressing technical SEO issues was another vital element of our strategy.
If a site has problems with its technical SEO, it can cause major issues like slow load speeds which negatively affect user experience (UX).
Also, if the site architecture isn’t logical and hierarchical, search engine bots struggle to crawl and index its pages.
This meant we needed to audit the site and ensure it was optimized for both users and search engines.
We did this by creating a logical site structure that was easy to navigate.
We also used various methods to reduce load times, which is an effective way to minimize the number of users that bounce off a page (bounce rate).
Plus, we identified and fixed broken links and 404 pages to remove any obstacles that would get in the way of search engine bots.
Link Building: Turning Connections Into Conversions
A key part of our strategy was to not only increase organic traffic and rankings in the short term but to ensure that the site experienced long-term sustained growth.
One of the ways we knew we could do this was by building links to other high-authority sites within Bluebot’s niche.
By building high-quality backlinks, we would be able to:
- Signal the site’s authority to Google, which would improve its rankings.
- Drive referral traffic from relevant websites to boost conversions.
- Increase the credibility of the site, leading to improved brand recognition and user trust.
We managed to achieve all of this by steadily building an average of 9.67 backlinks per month.
As a result, we acquired backlinks from 150 new referring domains over 12/09/2022 to 12/04/2024—a huge increase of 1,363.6%.
How Our Efforts Created Transformative Growth
That was our strategy and the approach we took to execute it.
But what were the results?
Let’s take a look.
In just under two years, we managed to increase organic traffic by 1,162.11%.
We also:
- Increased sessions on the site by 196% by capturing a large share of search demand.
- Increased the total number of users by 212% as more first-time visitors discovered Bluebot’s innovative solutions.
- Increased website interactions (form submissions, product inquiries, etc.) by 90%, which signaled much higher engagement.
Plus, one of our greatest successes was achieving top three rankings for 56 keywords.
Moving Forward With Continuing Success
We’re proud to say that, as a direct result of our efforts, Bluebot’s site is still going from strength to strength.
Our data-driven strategy helped Bluebot realize its full potential and transition from a growing tech startup to a serious player in the smart water monitoring niche, and they continue to trust us as their SEO partner.
We may have already laid the foundations for success, but our strategy is also designed to deliver results way into the future and ensure that our client achieves its long-term business goals.
Scott Johnson
Founder
Hey! I live in San Diego and have been involved with SEO since 2010. Our amazing team at Amplifyed specializes in helping SaaS and tech companies dominate the search rankings. We serve as an extension of your team to make sure your content ranks and drives the right people to your website. Let’s connect on LinkedIn and schedule a chat.