We tell you about the success story of Anura where we worked on search engine optimization strategies and managed to increase organic traffic by 121% year-on-year.
Anura emerged more than 10 years ago as an Argentine telecommunications company specialized in the development of innovative multimedia services with high added value through the Internet. It replaces traditional telephone exchanges and integrates, simplifies and organizes business communications using the Internet and without the need to invest, since it delivers IP telephones on loan. Its main product is the Cloud PBX: its infrastructure is based on its own software that integrates all telephony services, the billing system and the consumption of each telephone line.
The company is currently challenging the giants in the telecommunications sector and is gaining competition. However, one of their main problems was that their potential customers in general were not even aware of the existence of the possibility of moving to an IP Telephony system. The concept itself is little known and being in a highly competitive environment they needed to differentiate themselves in some way and position themselves above all other competitors because in this way they could capture more customers and save investment in Adwords (the more competition, the higher the advertising expenditure).
In short, in a context of growing business, they needed to position their brand in search engines to improve visibility, attract more visitors and reduce advertising costs in their geographic areas: AMBA, Rosario and Córdoba.
In order to achieve these objectives, Known Online carries out an SEO strategy that includes 10 stages:
1. Research
First of all, we investigated the client, its product and functionalities, its business model (SaaS -Software as a Service- where its clients use all the functionalities that this software provides in exchange for a monthly subscription and which is accessed through the Internet) and we studied its competitors. We understood which keywords had more potential to bring traffic and which topics were convenient to position, taking into account the volume of searches and potential returns as well as topics related to the solutions that Anura could offer in the regions where it operates.
2. Web site
We analyzed Anura’s website as if we were a search engine to understand if it was well indexed, navigated and understood. We worked on optimizing titles and images, correcting meta descriptions, indexing, tag relevancy, structuring and sitemap, canonicalization of URLs, etc. We also looked for possible technical flaws and corrected programming errors that could cause problems when positioning the website.
3. Contents
We worked on the generation of public lobbying related to topics of strategic interest for the company. Thirty notes were written with appropriate content for the website to be positioned taking into account the commercial objectives, aligned with the results of the Research step. In this sense, the content in the Anura blog was grouped according to categories: Success Stories, News, Press and Cloud Telephony. As an example, currently, when searching for the term “Cloud Telephony” in Google, the informative note created on what is Cloud Telephony and how it differs from IP telephony appears in the first position in the search engine.
4. Performance
Our team of developers worked on optimizing the loading speed of Anura’s website to make it load faster, improving the site’s usability, positioning and sales. Through tasks such as image optimization, file reduction and cache performance improvements, the site was able to run 40% faster than before.
5. Usability
In order to convert new users into customers, we worked on improving the usability of the site, improving the main navigation and conversion indicators. In the case of Anura, we applied AB Testing on different landing pages, to make a performance comparison that allowed us to understand which contents of the site were more optimal, improve access to the contact form, privilege the view of the different plans and test the inclusion of quotes related to the theme of each page, seeking to encourage conversion.
6. Link Building
With the help of our press and social media teams, we generate relationships between Anura and other sites specialized in technology, SMEs and entrepreneurs in order to get inbound links to the website, in a scalable and organic way.
7. Consulting
We helped Anura to adapt to the new changes and take advantage of innovative solutions such as the integration with Google Analytics.
8. Analytics
Our digital analytics and business intelligence team is responsible for measuring and interpreting the results of SEO actions to make the right decisions for the short, medium and long term. We reconfigured the way Anura measures your website, implemented the measurement through Tag Manager, and the integration with Google Analytics through which you can measure the evolution of phone calls to evaluate SEM and SEO campaigns.
9. Reporting
We generate a series of dashboards for Anura with monthly evolution reports, which allow to visualize the results in terms of positioning, conversions and traffic generated, which then help in the decision making process of the company.
10. Results of the SEO strategy
From March to December 2017, through the implemented strategy, we positioned Anura’s brand in search engines managing to attract more visits and improving its sales in a sustained and scalable way with the following results:
- Organic traffic grew 121%.
- The number of new users increased 215%.
- The rebound rate fell 1.7 percentage points.
- The conversion rate rose 88.36%.
