How hijacking competitor keywords and dominating Google resulted in over $1.000.000 in organic sales
The client was in a highly competitive space, selling social media automation software.
- at least 40 competitors
- most of them were using grey hat
- marketing strategies
- the advertising costs were rising
- the churn rate was quite high (typical
- for this type of industry)
- the customer lifetime value was low
Create a network of third-party review websites.
Then rank all these blogs to dominate the 1st page of Google for ALL the competitor keywords and funnel traffic to the SaaS businesses (the client had multiple of them, in the same industry).
Note: the client already had the Top Of The Funnel keywords covered. We went straight for the bottom of the funnel
Simply put, anytime you Google’ed something like „[competitor name] review„, you ended on one of the third-party blogs, then you ended on the client’s homepage.
How we pulled this off:
Step #1: Identify how the customer makes decisions
A big issue in this industry is that most of the tools overpromise and underdeliver.
This makes the customer always try new tools. But before trying a new tool, the customer looks for an online review.
This is what helped us hack the game.
Step #2: Identify ALL the competitors in the space
We created a huge list of all the competitors in the space.
3. Perform keyword research for each competitor
We wanted to know exactly what keywords AND phrases the client uses when searching for a competitor.
4. Create an article template
Managing 15-20 writers is not easy. You don’t want to let them create 100+ articles and then check to see if it works or not.
So we created:
- one article
- then ranked it
- then tested how it performed (how many sales it got)
- tweaked it to perform even better
- and then turned it into a template for the writers to use it
- and finally, we created a separate version for each of the third-party blogs (each with its own „voice”).
5. Hire, instruct and manage writers
We gave the template to the team of writers.
But we didn’t stop there.
Before turning on our content „machine gun”, we wanted to make sure the writers understood:
- the tone of voice (for each of the blogs)
- the structure of the posts
- how to do the soft-selling in the article
- when and how to segway into selling the client’s SaaS
- what keywords to AVOID so that we rank high
So, besides the existing written instructions provided, I jumped on multiple calls with the leader of the writing team to make sure their writers understood the brief.
Then, we also went through different rounds of revisions until we saw the writers produced an almost exact version of the original article that already performed well.
6. Get a massive amount of backlinks
The SEO team started to get anywhere from 10 to 50 backlinks for each article.
Here’s what the traffic looked like for some of the blogs after only 1-3 months after the backlinking campaign.
But were these articles working/funneling traffic?
Good question! We wanted to measure this as well, so we tracked the actions that people performed on those articles.
More precisely, on those blog posts we had tables where we recommended our products/services. And we wanted to check if people click those.
For the geeks reading this, here’s how we tracked:
- We assigned an ID to each link.
- We fired an EVENT with Google Tag Manager each time someone clicked on a link or on a button from that table.
- We created a GOAL in Google Analytics for each of those events.
Here’s what the „conversion rate” looked like:
(For some reason Google Analytics didn’t show the conversions while I had the „PAGE” dimension as a SECONDARY dimension, so I had to remove that to display the conversion rates on those goals).
Here’s how the traffic of another of these funnel websites looked like:
Note: these websites funnelled traffic from a lot of other keywords. Like, for example, the website above actually drove over 1 million visitors per year (see the images below).
But hijacking competitor traffic worked best because there was a strong and clear INTENT behind those keywords.
What about the revenue generated by these websites?
Over $1 million in (organic) sales.
Note: the traffic was funnelled to multiple businesses in the same industry (all the products basically competing with each other).
Clinicile Dentare Dr. Leahu – Content Amplification Repurposing
The client was an 8-figure business: a chain of dental clinics in Romania.
They already had a solid marketing strategy in place:
- they were ranking high for all the major keywords
- they had hundreds of educational Youtube videos
- appeared on major national TV shows
They were present on Instagram as well, but they:
- had quite a low engagement
- no content strategy in place
- and no time to constantly create in-house content
Because of this, they posted either when they had an event or (mainly) the usual „filler” posts.
The most time and cost-effective way for their situation at that time was to create a content strategy based on the existing website (and Youtube) content, so they don’t need to produce too much in-house content.
Note: in their case, they already generated enough patients from other channels.
We used Instagram mainly as a a strategy to drive relevant top of the funnel traffic and have top-of-mind share. The existing marketing team then picked up that traffic and drove it further down the funnel.
The existing educational videos from Youtube were repurposed into short-form content that matches Instagram’s style.
- we performed keyword research to find out the biggest issues patients had
- we took all the Youtube videos and website traffic related to those problems and we turned them into Instagram posts, stories, Reels, and emails.
As you’ll see below, by implementing just some tiny changes*, the engagement already doubled (and even 10x in some cases).
- content based on what people were already searching for;
- educational content mixed with entertainment (edutainment);
- use of engagement tools in stories (polls, stickers etc.)
- visually appealing videos and images.
Aren’t these results vanity metrics? They could be, yes.
But, as I mentioned above, the content was part of a larger content strategy. Its purpose was mainly to filter out people who care about their oral health.
Because those are the ones who actually become patients when the will need a dentist.
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