How Siege Media helped an AI procurement platform increase blog traffic value by 213%
92
citations in AI Overviews
528%
increase in links
145%
increase in organic traffic
Zip is a software company founded in 2020. Their cloud-based platform helps businesses manage their procurement process, from requesting supplies to making payments. They aim to make this process as easy and efficient as possible for businesses.
Industry: Fintech
Location: Sydney, Australia
Services provided: Content marketing, web design, and SEO
Challenges
Zip approached Siege Media looking for a strategic, data-driven partner who could help them move the needle by capturing high-priority keywords and increasing their authority in their industry. Previously, they depended on vendors who provided briefs for them to write in-house, but as they scaled, they needed additional support from a reliable content marketing service.
The Zip team was also in the process of revitalizing their website. They wanted a delightful, functional, and engaging website with modernized designs to make their brand feel fresh. Copy-wise, they wanted form to meet function and a team that could create easy-to-read content instead of the old-school dense articles that bogged down the voice in their industry.
Siege Media became the missing piece of the puzzle for them. The content marketing, SEO, and web design services were an all-encompassing package while they filled their time with growth initiatives. The subject matter, procurement orchestration — a niche industry with its own terminology and best practices — also came with its own challenges.
The results
Growth summary
Siege Media began the engagement with back-to-back web design and SEO recommendations for Zip to get the partnership started on the right foot. These projects included improved category, blog post, and hub page mockups as well as SEO copy recommendations and title tag and H1 analyses.
As the months continued, SEO became a significant aspect of the engagement. Each month, Siege Media provided comprehensive recommendations for the client to implement site-wide, such as bottom funnel content strategy, FAQ suggestions, a schema audit, and post-update reviews from the Siege Media team.
Siege Media also implemented a high-impact content marketing strategy that included content refreshes, freemium middle-funnel content and templates, and organic link-focused statistics roundups. All of these projects helped Zip hit their primary KPIs: They enhanced their authority in the space by increasing their Domain Rating by five points, and Siege Media-created content attributed to 92 more links on the blog alone during the engagement.
In all, the increases were hard to ignore. With a 145% increase in organic traffic site-wide and 213% increase in blog traffic value, Siege Media helped Zip find success in the verticals they needed.
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