Key results
+608%
return on investment
+56%
organic conversion rate
+185%
daily SOC impressions
Almost tripling daily SOC impressions in a packed field of competitors.
Overview
Project
DigitalXRAID was struggling to make significant gains in the highly competitive SOC market, with limited organic search market share. Their key challenge was capturing bottom-funnel leads for their SOC services. They needed a partner who could help them navigate the complex landscape of cybersecurity search, penetrate the market, and consistently drive high-value leads.
Our objective was to position DigitalXRAID as a leader in the SOC space while also optimising for secondary services like Pen Testing, ISO 27001, and MS Sentinel. By focusing on mid- and bottom-funnel search traffic, we could attract higher-intent users who were closer to making purchase decisions.
Our tasks were to:
- Grow organic sessions.
- Boost Organic conversion rate
- Boost Organic conversions (MQLs)
Snapshot:
Client: DigitalXRAID
Region: UK + US
Campaign Focus: ROI, organic conversion
What we did
The Growth Opportunity
Given the limited budget, we had to focus our efforts precisely, ensuring that we optimised for high-impact areas of the website.
Additionally, internal process changes at DigitalXRAID required us to pivot mid-campaign, focusing more on lower-value, easier-to-convert leads to meet short-term revenue goals.
Challenges also arose with the PR team’s performance, which underdelivered on off-page SEO. We responded by doubling down on tactical link-building, which successfully boosted priority keyword rankings.
Our Approach
1. Discovery: Understanding the market
We conducted a thorough audit of the SOC search market, alongside DigitalXRAID’s secondary services. Our keyword and competitor research provided us with a full understanding of the market’s seasonality, regulatory shifts, and content gaps.
Key Actions:
- SOC keyword research: Mapped out high-opportunity, high-intent terms.
- Competitor analysis: Identified gaps in their approach and capitalised on them.
- Trend analysis: Adapted to market changes driven by regulation and industry shifts.
2. Improving the website’s foundation
A full-scale website audit allowed us to identify opportunities for optimisation. We prioritised key pages based on potential impact, focusing on SOC services first.
Key Actions:
- Optimised key commercial landing pages for SOC and related services.
- Merged overlapping pages and improved internal linking to boost SEO value.
- Enhanced on-page SEO elements, CRO elements, and user experience.
3. Building an organic content strategy
We crafted a content plan focusing on building DigitalXRAID’s visibility across the SOC market and other secondary services. The strategy included a mix of top, middle, and bottom-funnel content aimed at converting decision-makers.
Key Actions:
- Created 5 new pages per month focusing on key service areas.
- Produced content briefs targeting high-intent keywords.
- Continuously refined pages based on performance data.
4. Promoting through off-page signals
To boost the website’s authority, we worked closely with a PR agency and implemented tactical link-building strategies to improve off-page signals for SOC-related content.
Key Actions:
- Acquired high-quality backlinks from industry-relevant sources.
- Collaborated with DigitalXRAID’s PR team to align off-page SEO efforts with broader campaigns.
5. Measuring and refining
We employed a constant cycle of testing and optimisation, measuring performance through engagement tools like Microsoft Clarity and refining the approach as necessary.
Key Actions:
- Monitored user engagement and made on-page adjustments to improve conversions.
- Collaborated closely with DigitalXRAID’s PPC team to share insights and ensure cross-channel alignment.
The Results
Return in investment
A massive ROI which helps boost the companies investment ability across all marketing channels.
+608%
Growth in Organic Conversions
Sustained growth in qualified traffic driven by technical fixes, on-page optimisation, and high-performing content.
+56%
Daily SOC Impressions
A massively competitive market, SOC impressions is the main goal for cybersecurity firms.
+185%
Why It Worked
- Pipeline value: Representing an ROI of +608% against the initial investment.
- Organic conversion rate: Exceeded the target by 55.59%.
- Organic conversions (MQLs): 56.3% increase over the target.
Additionally, we achieved significant increases in visibility:
- 185% increase in daily SOC impressions
- 100% increase in daily sitewide impressions
Award Recognition
For our work on DigitalXRAID, this campaign received a nomination for “Best Use Of Search – B2B (SEO)” at the 2024 UK Search Awards.
