Zendesk provides Software-as-a-Service (SaaS) solutions for customer support, sales, and multiple dimensions of communication, aiming to simplify business complexities and enable smooth connections between companies and customers.
Location: San Francisco, California
Services provided: Content Marketing, SEO
When Zendesk approached Siege, they had a well-established brand and ample resources. However, they acknowledged the presence of outdated pieces of content that required attention, and were falling short of their traffic targets. They sought an expert who could deliver SEO optimization best practices, conduct comprehensive keyword research, and develop both strategic and high-quality content. These efforts were crucial in their quest to secure top positions on search engine results pages (SERPs). Ultimately, Zendesk was in search of a content partner whose strategic direction would directly contribute to driving traffic growth and conversions to their product.
Siege began with a comprehensive, low-performing content audit that revealed Zendesk’s untapped potential. Recognizing the opportunity to leverage Zendesk’s authority, Siege focused on revamping and updating their existing content. This strategic approach unveiled considerable optimization opportunities in both technical SEO and design, resulting in a signficant surge in traffic virtually overnight — 37% growth to their blog in one month.
Alongside the content refresh efforts, Siege implemented a long-tail bottom-funnel strategy, prioritizing “best X” pieces to showcase Zendesk’s expertise in software, customer service, and technology. These pieces were strategically placed on both the blog and services pages to maximize their impact on conversion.
These content pieces skillfully blended informational and transactional elements while keeping blog design best practices, such as high-quality imagery and user-friendly charts, at the forefront. This bottom-funnel approach proved highly successful, with half of Zendesk’s top-ten traffic earners created by Siege. Notably, one of these pieces, “Best Client Portal Software,” currently holds a top position on the SERP and even captures the Featured Snippet.
Furthermore, the Siege team brought additional value to Zendesk’s content, introducing content like, Profit Margin Calculator and Customer Service Email Templates. Posts like these expanded Zendesk’s content portfolio and helped them stand out among competitors. As a result, Siege effectively overcame Zendesk’s content plateau, achieving 69% organic traffic growth within a year.
Top performing Zendesk content
A guide to the top client portal software solutions
- 551 Links
- Ranking Page One
- Featured Snippet
- $20.3K traffic value
Sales promotion: Definition, examples, ideas, and types
- 276 links
- Ranking Page One
- Top traffic earner
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