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)

To achieve these results, we implemented a multi-phase strategy:

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.

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.

• 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

For our work on DigitalXRAID, this campaign received a nomination for “Best Use Of Search – B2B (SEO)” at the 2024 UK Search Awards.