Software House | SEO Topical Authority

What was the software house looking for, and why did they choose us?

Software houses often face an uphill battle when it comes to SEO. The industry is flooded with competitors, and the target audience is highly specific, making it difficult to stand out. Our client was no exception. They were struggling with low organic traffic, limited visibility in search engines, and a lack of high-quality leads.

The client looked for a comprehensive SEO strategy to enhance their online presence and drive high-quality B2B leads in the European market. They chose us for our high SEO competence, quick understanding of new business niches, and strong focus on results.

Our up-to-date knowledge of the latest SEO trends and ability to provide practical solutions made us the ideal partner for their needs. As it turned out, these are the values our client appreciates most.

Client overview and the beginning of the partnership

Our client is a local software house specializing in custom software development and digital consulting services for the European market with expertise in Workflow Automation, Digital Sales, and Industry 4.0.

In mid-2023, the client came to us with a mission: to redesign their website in a way that would reflect their evolving business goals and expertise.

While closely collaborating with the client’s UX and development teams, we provided recommendations from both CRO and SEO perspectives, ensuring the site adhered to the latest E-E-A-T guidelines.

However, our most crucial aspect was introducing semantic SEO practices while creating new content and rewriting the old one.

Project scope and objectives

In December 2023, we launched an ambitious SEO project to position our client as a leading authority in their field of expertise.

Recognizing the competitive nature of the software development industry, our approach centred on leveraging semantic SEO best practices across the entire website, ensuring that every piece of content was optimized not just for keywords but for relevance, context, and user intent.

Our primary goals were clear and strategic:

• Increase organic traffic: We aimed to significantly boost the volume of high-quality organic traffic to the website, ensuring that visitors were numerous and aligned with the client’s target audience — those actively seeking custom software solutions and digital consulting services.
• Generate sales-qualified leads (SQLs): Beyond just attracting visitors, our objective was to convert these visitors into sales-qualified leads. We focused on optimizing conversion paths, creating compelling content, and strategically placing calls-to-actions to guide potential clients through the sales funnel.
• Establish topical authority: One of the most crucial goals was establishing the client’s topical authority* within their specific areas of expertise, including Workflow Automation, Digital Sales, and Industry 4.0.

*Topical authority refers to a website’s ability to be recognized by search engines as a leading source of information on particular subjects. We achieved this by creating comprehensive, in-depth content clusters around these core topics. This approach ensures the website provides valuable, authoritative insights on these subjects, improving its rankings for related search terms.

Strategy and implementation: Processes that drove the client’s growth

Our strategy was meticulously designed to address the client’s unique needs, ensuring substantial growth and development across all areas of their digital presence. We focused on several key components:

1. Website migration and technical SEO

Launching a newly designed website is critical and can significantly impact SEO performance. We carefully managed the migration process to ensure a seamless transition, addressing any potential technical SEO issues that could hinder the site’s performance or user experience. This included optimizing the website’s speed, ensuring mobile-friendliness, and improving its overall structure to make it easier for search engines to crawl and index the site.

We paid extra attention to optimizing meta tags for the client’s service pages. Meta tags play a crucial role in helping search engines understand a page’s content, and by refining these tags, we improved the visibility and relevance of the client’s thirty service pages in search results.

2. Building topical authority and content strategy

To establish the client as a leader in their field, we focused on building topical authority—the recognition by search engines that the client’s website is a trusted source of information on specific topics. Our strategy was centred around three key pillars aligned with the client’s expertise: Workflow Automation, Digital Sales, and Industry 4.0.

• Topical map development: We created a comprehensive topical map tailored to the client’s Ideal Customer Profile (ICP). This map served as a blueprint for content creation, ensuring that every piece of content we produced was relevant, insightful, and directly addressed the needs and interests of the target audience.
  

Example of content mind map

• Content creation: We implemented a content strategy within the client’s budget, including publishing 7-10 blog posts monthly. These posts were crafted to cover user intent, answering the specific questions and concerns that potential customers might have. This approach drove high-quality traffic to the site and positioned the client as a go-to resource in their industry.
  

Sneak peek of a content plan within the chosen cluster

• Case studies and visual content: Beyond attracting users with blog posts, we strategically developed case studies as critical next steps in the user conversion journey. The case studies showcased the customer’s success stories, providing tangible proof of the client’s expertise and credibility, which helped persuade visitors to take action. This, combined with visually engaging content like branded infographics and optimized cover images, was designed to enhance the website’s appeal and convert interest into leads, effectively moving users further down the conversion funnel.

Example of our content briefs