Winning Search for SaaS
The Challenge
Salesforce, one of the world’s largest enterprise software companies, wanted to demonstrate its expertise and authority in some very specific and highly competitive areas—including software as a service (SaaS), artificial intelligence, cloud computing, mobile app security, and more.
To make this a reality, the brand wanted to not only rank well for content around these topics, it wanted to unquestionably win the coveted page 1 search engine rankings for the highest value, highest volume searches in these areas.
The goal: to demonstrate its clear leadership to a target audience of C-suite and executive-level decision-makers as well as to attract a broader audience who might be encountering their brand for the first time.
The Solution
Despite having a robust in-house content team, Salesforce recognized that it needed a specialized external partner to completely reimagine and transform its content assets—and make them “unmissable” in the view of both search engines and audiences.
After assembling a team of highly trained editorial SEO writers, Masthead collaborated with Salesforce to identify and prioritize several cornerstone articles that would be reformatted and enhanced with expanded sections of text, new graphics and multimedia features, and finely tuned metadata.
Writers then proceeded to make critical changes to each article that would turn them from short-form pieces into hero-length, must-read pieces of content for key IT decision-makers. Masthead’s graphic designers also worked closely with Salesforce and the editorial team to create graphics that transformed complex information into easy-to-digest visual snapshots that provided another view of the topic at hand. These elements not only appealed to audiences’ curiosity but made each piece more likely to index in the multimedia sections of search engine results pages.
The Results
The newly reworked content quickly captured top SERP positioning for highly valued terms such as “SaaS”, “What is SaaS,” “cloud computing” and “best cloud computing service”
Organic traffic for Salesforce’s newly optimized content grew an average of 144% within the first 3 months of publishing.
The engaging and visually enriched content not only attracted more visitors but also retained their interest, leading to higher engagement rates.