Excellent positions and relevant traffic for Pixelpillow.co.uk

Challenges 

• Increase organic visibility and generate relevant traffic 
• Generating relevant leads in a (small) b2b market
• Setting up Google ads campaigns 
• SEO set up reports for management

Starting point

Pixelpillow has a nice website, but apart from its own brand name and employee names, it was hardly findable organically. The creative agency operates in a niche market and competes on generic search terms like User experience design and User interface design. It does not look directly at the number of clicks and impressions. Above all, the traffic has to be relevant. 

SEO Strategy 

• This market does not choose overnight to develop a tool with an agency. Several contact moments precede this. 
• A cornerstone approach was therefore taken regarding the services UX design, UI design and Development where there is also plenty of room for informative content.
• A new url and menu structure was designed for this purpose. The services pages have been deepened with new subpages and adjacent blog pages to demonstrate expertise.  
• More commercial pages were then created on products that Pixelpillow regularly delivers such as customer portals, product configurators, single page applications and onboarding software.
• Rich pages of case studies have been added from customers telling an in-depth story about their experience with Pixelpillow.
• Overall work has been done to improve EEAT

Result 

The SEO strategy has done Pixelpillow no favours. Within 1.5 years, the number of positions in the top 10 has increased tenfold. The number of top 3 positions rose from 3 to 18.  

Although it was not an immediate objective to bring in as many clicks as possible, the number of clicks did increase over the past year from 113 per month to 269 per month on average. Forms were also filled in more often and phone and email links were clicked more often. The latter, of course, is a great signal of relevant traffic.

Learnings

In a b2b market, it is better not to be blinded by the volumes from the SEO tool. After all, you are looking for that one decision-maker from a company in your preferred segment. However, it is good to keep realising what that person is looking for and what their exact problem or need is. You can then respond to this with your content strategy.