April 19, 2023 •DJ Team
Most content marketers can attest to the fact that increasing your rankings on Google search engine result pages (SERPs) is one of the most effective strategies to get more organic traffic coming into your website. And in the long run, growing your organic traffic leads to more prospects, conversions, and revenue for your business. Who doesn’t want results like those?
Historically, however, climbing the ranks of Google has been easier said than done. Especially if you're operating in a highly competitive landscape, it has typically required a nearly herculean feat—one that could take countless months, or even years, to achieve. DemandJump is on a mission to change this with a proven approach called Pillar-Based Marketing (PBM).
Pillar-Based Marketing combines a few key elements to help companies achieve incredible results in organic search:
- A data-backed strategy that pinpoints topics, keywords, and exact phrases that searchers are actually looking for. With PBM, there’s no more guessing at what content to write.
- An interlinking network of content made up of pillars, sub-pillars, and supporting blogs that uses both short-tail and long-tail keywords to signal your authority to search engines and humans alike.
- Helpful, educational content that directly answers your customers’ questions.
Essentially, PBM means there’s no more guessing at what content to write. And, with Google’s most recent helpful content update, content written by people for people is being championed. The fact is, PBM can help companies see triple digit growth in top 100 keywords in just a few months. Here’s the story of how one Software as a Service (SaaS) company made it happen.
The Approach
Strike Graph, a cybersecurity SaaS company, thrives in helping customers build trust with tools to assess risk, collect evidence, and achieve certification. Their flexible platform empowers its customers to create scalable security and compliance programs including security certifications for SOC 2, ISO 27001, HIPAA, and PCI DSS.
Before coming to DemandJump, the Strike Graph team was already writing engaging content and blogs. However, they were up against some stiff competition, with their top competitors already owning a large portion of the organic search market share. They needed a more holistic, data-driven content strategy to grow their first-page and top 100 rankings and get the attention of decision-makers ready to invest in security.
That’s where DemandJump’s marketing strategy platform comes in. Our platform shows companies the exact content to create to increase first page rankings and drive outcomes.
With the help of the DemandJump platform and team, Strike Graph ran Topic Insights reports to better understand their organic search performance, how their competitors were stacking up, and what keywords mattered most to their target audience.
From there, they chose “SOC 2” and “ISO 27001” as their first two pillars to focus on. Once these topics were decided, DemandJump’s Pillar Summary tool empowered Strike Graph’s content team to understand exactly what their customers were searching and asking.
With high-value topics in hand, the Strike Graph team was able to quickly and conveniently aggregate those keyword insights into helpful Content Briefs to begin writing and publishing. In other words, the platform gave them the exact keywords and phrases to use to reach their target audience.
Throughout this process, it was critical for the Strike Graph team to understand exactly what their audiences were searching and what questions they had related to cybersecurity. This knowledge allowed them to create human-centric content that would be truly helpful and meaningful to real people researching real solutions. The best content writers know that you’re not just writing for search engines—you’re writing for the people who use search engines to find the information they need day in and day out.
The Results
In just three months Strike Graph saw significant increases in search results for both pillars.
In their pillar about SOC 2, they saw:
- A 78% growth in top 100 keyword rankings, jumping from 138 to 246.
- A 44% growth in first-page rankings, jumping from 8 to 18 in just a few short months.
Their ISO 27001 pillar saw even more impressive results. They saw:
- A massive 290% growth in top 100 keywords, jumping from 70 to 273.
- An increase from 1 to 5 for page-one rankings in the same amount of time.
As the Strike Graph team continues to write and develop more content that’s based on what humans and search engines are looking for, their results will only continue to grow. According to Katie Burgess, Strike Graph’s Director of Marketing, “Now that we have DemandJump, it’s a lot easier to be able to see what metrics we’ve actually hit and where our progress is growing.”
With the help of DemandJump, Strike Graph was able to create a strategy, write their content, and have visibility into how individual content was contributing to its overall strategy. Congrats to Strike Graph—we’re looking forward to your continued success!
DemandJump: Content Made Easy
The results that Strike Graph continues to achieve are impressive, to say the least. But, they aren’t the only ones seeing this kind of growth. Every day, DemandJump’s customers are increasing their top 100 keywords and page one rankings, taking back portions of the organic search market share, and getting more eyes on their offerings. The fact is, DemandJump makes it easy to do.
Ready to see it for yourself? Create a free account to start running insights and developing content that ranks today!
