SEO for a Competitive Niche Drives 163% Increase in Users via Multi-Stage SEO and Technical Migration Support

Challenge

Minesoft, based in London is a global provider of patent information solutions, specialising in tools and services that support intellectual property (IP) research and management. Despite boasting a well-known name within their niche, their organic presence didn’t quite match this, meaning they had to rely on other marketing channels.

They faced particular challenges to turn their presence around such as fierce competition within their niche, the majority of their traffic coming from branded search and historically low search volumes.

Solution

Working in unison with Minesoft, we devised a multi-stage strategy to address their challenges and achieve their objectives:

The first stage of the strategy focused entirely on discovery, driven by in-depth keyword research. Our experts found that the existing approach was targeting profitable but low-volume keywords, limiting potential growth. To fix this, we shifted to high-funnel keywords with greater search volume, attracting more users to the site who were then guided towards conversion.

In order to bolster their ability to target these higher funnel keywords, the next part of the strategy was key. Utilising our expertise, the team developed several relevant content clusters, packed with insightful blog pieces to not only provide potential customers with all of the information that they needed before a purchase, but to widen the scope of ranking keywords.

During the campaign, the Minesoft team carried out a complete website migration, something that can have detrimental effects if not done correctly. To ensure that the campaign wasn’t derailed, we carried out pre and post-migration checks to not only benchmark previous performance, but also identify opportunities for improvement that would benefit our SEO efforts.

Results

This multi-stage strategy paid tremendous dividends for Minesoft, with huge increases in a number of important KPIs that demonstrated the strength of their new organic status. Some notable improvements came in the form of site-wide keyword improvements and a wealth of unique traffic.

The results impressed Minesoft greatly and illustrated the value that an expert-led SEO strategy could bring - so much so that they decided to renew for another year.