Increasing Lokker’s Organic Traffic by 70% in 3 Months
Case Study
Overview
When Lokker initially came to me, their site was barely receiving any traffic outside of branded clicks.
While their clicks on the surface looked nice, all of them were tied to their brand. Around 75% of their clicks were branded.
Even with this, Lokker was spending $1,000s on a PR team for SEO that was just putting out press releases and nothing else.
This case study explains the full story and what I did to readjust their strategy.
70%
Increase in Traffic
#1
Article Was BoFu
20+
Page 1 Rankings
The Problem
As mentioned above, Lokker’s site was primarily branded.:
But even outside of that, there site still needed improvements.
They had:
- Zero conversion optimization on their site: They didn’t have a pricing page, case studies, or an easy-to-access demo request button. If you wanted to book a demo, you had to navigate through multiple pages to get there.
- Thin content: Most of the content that was previously created was very thin. Privacy, of course, is a complex niche, so lazy AI-generated content not only flopped, but it put the site at risk due to the large quantities of low-quality thin content.
- Weak solution pages: This usually falls under conversion rate optimization, but their use cases were bundled under one singular “features” page. So this complex product was being summarized by 1 page that was also 100% AI-generated.
- Lack of structure around SEO: One of the more subtle problems we dealt with was that there were changing roles when it came to SEO. It wasn’t decided who would create and review content, so bottlenecks were frequently encountered during this process.
All of this contributed to their lack of success with SEO and content marketing.
Their team had everything to make a strategy successful, they had:
- Expert product team members who were also customer-facing
- A huge library of recorded video content from the founder (webinars, podcast appearances, and just general YouTube videos)
- A product with tons of use cases to target
All the pieces were there, they just need additional help putting them together.
The Solution
To start this project out, I performed an SEO audit (which is something I do for all my prospective clients).
The point of the audit was to pinpoint exactly what the main goal of their SEO strategy should be and what tactics would help us reach that goal.
This included:
- Conversion rate optimization: Making CTAs more accessible, building a pricing page, creating case studies that act as sales enablement, and adding more social proof throughout the site
- Technical SEO: Fixing issues they had with sitemap pages being marked as discovered not currently indexed and crawled not currently indexed
- Building out more solution pages: Both to help prospects understand the product better and use those new pages to capture high intent traffic
- Built out BoFu content: This involved us creating articles like “best data privacy software” which ended up being a top performer for them.
- Content repurposing: Using their video assets to easily turn them into articles
The Result
Even though the engagement only took 3 months to get everything done, this helped:
- Traffic jumped from 611 to 1,040 monthly visits in 90 days
- Them get on page 1 for “best data privacy software”
- Their new BoFu page became their 3rd most visited page on the site
Even though I can share traffic data, unfortunately, we weren’t able to set up conversion tracking, but that’s to be expected with a data privacy company.
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