10 Most Successful B2B SEO Campaigns Case Studies

SEO techniques have developed along with Google and the search marketing sector. When it comes to online visibility, search engine optimization tactics have evolved significantly.

The organic search landscape is constantly changing as a result of Google’s algorithmic upgrades, real-time-search, and social signals. As a result, staying ahead of the digital curve and achieving true search success are becoming increasingly difficult for B2B companies.

As part of these audits, experts look at the website’s backlink profile and content suitability from the perspectives of both users and search engines, as well as any on-page features that could utilize optimization.

To provide you with the most up-to-date and efficient feedback and guidance for your website, this technique is compared against current industry standards.

These SEO case studies showcase some of our clients’ best work, and they include details about the steps they took to get the results they wanted to take their digital presence to the next level.

Successful B2B SEO Campaigns

Windsor Store

Fashion firm Windsor Store is on a quest to inspire and empower women by providing them with clothing and accessories that help them feel attractive.

The Windsor store took a strategic decision to shift its focus from selling products to driving SEO performance.

The early objectives centered on developing an internal SEO team, deploying an SEO platform to track performance, and giving data-driven insights to the organization.

The key to success was not only understanding SEO performance, but also understanding what keywords are generating organic traffic, ranking of focused keywords, what works and what doesn’t work, and webpage monitoring for PLPs and PDPs, among other things.

To accomplish this, they conducted keyword research, identified technical SEO facts, and gained a better understanding of how the organic channel operates in conjunction with other advertising channels.

Solution

• Windsor’s marketing team is comprised of one full-time SEO and a large group of people who aid in SEO production, including members of the design, retail, IT, digital advertising, affiliate marketing, and other departments as needed.
• When it comes to organic opportunities, the team makes use of the full BrightEdge SEO Platform, which includes the Data Cube, Site Report, Visualizations, ContentIQ, Keyword Analysis, and more, as the primary SEO tools for analyzing and increasing traffic and awareness to windsorstore.com.
• Windsor established authority with original content, which included images, and optimized it for both users and customers at different stages of the buying cycle. This allowed the company to keep its content current.
• They carried out intensive keyword research to optimize organic ranking opportunities and establish crucial keywords and then optimize the website utilizing technical and strategic strategies.
• It was decided to refine SEO efforts focused on team interactions and keyword research to optimize in the most precise manner possible.
• They went even further, down to the level of individual PDPs (product detail pages), which is something that many eCommerce companies should pay attention to.
• On-page SEO activities were carried out by the team, which included improving tags, meta descriptions, and graphic SEO for all material, including blog articles, among other things.
• They worked with their IT staff to remedy all technical issues, such as orphan sites and redundant pages, and they concentrated on minimizing page load times as part of their technical SEO efforts.
• Also in early August, Windsor re-platformed their site to Shopify, with a particular emphasis on Google images, where they saw a potential to assist consumers in shopping through photographs.
• The team achieved success by upgrading the file format and server location, as well as by employing structured data for photos in the final product.
• They proceeded to make adjustments to their strategy in response to the outcomes they received.

Results

• After 6 months, Windsor Store experienced a 55 percent boost in ranking image results, as well as a 59 percent rise in page one keyword results.
• Also notable are an increase in engagements of more than 73 percent, an improvement in average rank, and an uptick in several significant ranking keywords over the previous six months.

Beauty Retailer (Working with BrightEdge)

Even though the beauty shop has hundreds of outlets across North America, its website is the company’s largest store and the most popular luxury beauty location on the Internet. Notwithstanding its online success, the company realized that the legacy parts of the site’s design hampered its ability to expand further.

Because of the site’s layout, it was challenging for Google to identify and crawl valuable content that was not on the first few pages. They required a method of increasing their share of organic traffic on a scalable basis, notwithstanding the limits of the site’s design.

Solution

• The marketing team at the company realized that constructing internal linkages could assist Google in better finding its content. Nevertheless, doing so in a viable and sustainable manner has proven to be difficult.
• Another difficulty for internal linking was identified by the company’s senior manager of SEO.
• Because of this, they are restricted in the amount of space on the webpage where they can post links. A method for intelligently scaling inbound links over the entire site was required.
• To meet the challenge, they turned to Autopilot, a new marketing automation platform that harnesses internal connections to promote more valuable, non-brand terms to the first page of search results, where 75 percent of search clicks originate.
• Initially, the company’s marketing director had some reservations about the idea of automated internal connections. Would it influence the site’s performance? Would the quality of the links be sufficient? Would it be able to serve a variety of various markets and languages?
• To ensure that there were no issues whenever it came time to launch Autopilot, the team opted to test it on its shop pages and created testing URLs, profiles, and use cases to ensure that there were no issues when Autopilot was finally released.

Results

• An instantaneous rise in the visibility of your keywords
• On pages that have the Autopilot link block, the conversion rate is higher, and the average order value is higher on visits that engage Autopilot, according to the company.
• Despite having a strong in-house SEO and tech operation, the company says that Autopilot provided speed, scale, and a “secret weapon” that was of further advantage to them.
• They could have constructed some kind of service back-end functionality based just on cross-linking, but they didn’t.
• Following up from its early success with Autopilot, the business has begun to broaden its use of the technology in a variety of applications.

Paycor

The initial collaboration between Paycor and BrightEdge was to acquire insights into content success, the share of voice, and obtain recommendations to better strategize for SEO. Paycor is an online platform that delivers payroll and human resources solutions to small and medium-sized enterprises.

Paycor’s marketing staff paid insufficient attention to search engine optimization (SEO). “Now, there are two of us in-house who are collaborating on SEO at least some of the time, yet none of our roles is 100 percent devoted to SEO…we’re stretched thin,” said Leslie Handmaker, Sr. Online Marketing Strategist at Paycor. “We’re stretched thin because we’re stretched thin because we’re stretched thin.”

Despite this, Paycor’s limited SEO team devotes almost 24 hours per week to on-page and technical improvement tactics, as well as other tasks.

Solution

• Paycor executed two large-scale site migrations at the start of 2020 to complement their overarching master brand plan, which was previously announced.
• As a result, the team used Data Cube to analyze high-performing material from each Paycor category and developed a strategy for rebuilding the site utilizing both new and previously published content.
• Both migrations were successful and resulted in an increase in domain authority for both domains.
• Paycor has also implemented Autopilot for SEO on their website to provide users with a more positive user experience when searching for relevant information.

Results

• Handmaker keeps track of the number of people who come to the site through organic means but do not sign in to the platform as a result.
• Paycor’s internal statistic for non-sign-in organic traffic is referred to as “non-sign-in organic traffic.”
• This measure provides the team with valuable information about their prospect growth.
• Currently, the year-over-year growth rate for these site visits is 308 percent higher than the national average. In addition, the team has experienced a 994% rise in organic leads year over year.
• Paycor experienced an increase in search volume as a result of the 2020 pandemic and rose to the top of the search results for keywords such as “sick absence laws” and “hiring process.”
• A significant shift in search demand for pertinent phrases such as “coronavirus mask policy” and “rehiring furloughed staff” was also observed, according to the researchers.
• The content team developed content and added value to the themes to aid employers in overcoming their current difficulties.
• This year, the organic channel has continued to outperform expectations and exceed revenue targets.

Graco

Graco Inc. is a B2B fluid handling product and solution maker for homeowners, builders, and others.

The most popular Graco sites were not the ones they wanted visitors to land on. When it came to content optimization, the Graco marketing team delved deep into technical SEO tactics and implemented canonical tags linking to recommended pages.

What’s next? To drive top-of-funnel prospects into mid-funnel sales prospects, the Graco staff, including Geoff Angell, Lead SEO Specialist, planned to develop fresh material and enhance published content often.

The strategy was to control featured snippet opportunities while offering valuable information.

Solution

• Optimizing picture alt text was the first step taken by the Angell SEO team in implementing image SEO best practices beginning in February 2019.
• Lead generation and lead engagement on Graco’s distributor directory landing page were the new KPI priorities.
• Before creating fresh content, Angell established his team’s creative plan to include monitoring phrases in Data Cube and controlling keyword alignment.
• Striking distance keyword research was used by the Graco team to discover high-volume keywords for which current pages may be optimized to obtain featured snippet results.

Results

• Graco’s position zero opportunities were seen by Angell and his crew, and they nearly took them all over.
• Graco witnessed a 718 percent boost in People Also Ask results and a 146 percent growth in Quick Answer results over the previous year by focusing keyword optimization for highlighted snippets.
• The Graco staff has experienced a 35.4% rise in image rankings in the last 6 months.
• Leads are up by double digits for Graco, and organic traffic is up as well.
• As a result of these Quick Answer possibilities, they continue to experience a steady stream of organic visitors.

CION Investments

CION Investments, a New York-based B2B finance firm, has consistently employed SEO best practices to improve the usability of its website.

Their SEO objective was to enhance organic traffic while also focusing on paid search.

CION made use of the marketing and operational experience of several team members to play a vital role in ongoing optimization.

Solution

• Weekly data check-ins are a good idea. They focus on small victories that add up to bigger gains in optimization.
• Suggestions and keyword research were used by various members of their team to capitalize on SEO chances that connected back to their aims.
• CION focused on keyword grouping while keeping strategy in mind. They came up with various primary keyword groups to concentrate on.
• Articles and materials must be differentiated to avoid rivalry within the company.
• CION generated original material based on those keyword groups, guiding visitors away from their present pages and onto new ones.

Results

• While the bounce rate was low, time spent on-site was not.
• To help CION stand out as a leading figure in the financial services market, they develop and optimize instructional content that their customers desire to read.
• According to CION, their keyword rankings rose by 58% from the end of their first quarter to the end of their second quarter, by 97% from the end of their second quarter, and by 100% from the end of their third quarter.

Orangetheory Fitness

A gym is not what you’ll find at Orangetheory Fitness, which offers a group exercise program backed by research, monitored by cutting-edge technology, and led by a personal trainer.

Because of their success, Orangetheory Fitness had a hard time promoting their brand identity and exposure online as something other than just another gym.

To boost lead creation, Orangetheory Fitness teamed up with SEO agency The Tombras Group.

What is the ultimate objective? Improve Orangetheory’s search engine engagement rate for fitness-related key phrases, including ‘gym,’ to raise awareness and interest in their 1,100+ studios.

On- and off-page content rankings, technological insights, and listings were all discovered using a Site Audit.

Solution

• Orangetheory Fitness relies on Tombras to find long-tail keywords that are relevant both worldwide and locally.
• According to Orangetheory, they had been losing out on significant industry keyword rankings.
• As a result, they devised a plan called “More Than a Gym” and studied the most effective SEO strategies.
• Tombras and Orangetheory collaborated to create SEO-driven material and long-tail phrases that offered them exposure while also promoting their brand’s personality and personality. Tombras

Results

• In 2018, SEO Branded search grew by 13.1%, and in 2019, it grew by 16.7%.
• The number of new organic users on Orangetheory increased by 9.9%, while non-branded organic search traffic increased by 104%.
• Brand awareness and sales were two of Orangetheory’s goals. They witnessed a 26.6% rise in new studio lead generation during the first year of the SEO campaign.
• Using SEO strategies, we saw an increase in site visitors, sales leads, and people signing up for our free trial offer. As a result, Orangetheory trainers and sales representatives were able to recruit more new members.
• Orangetheory’s revenue increased by 9.7% year over year, making it their most prosperous period ever.
• With trending data and controlled warnings, they were able to simplify local SEO performance.
• Thousands of data points have yielded meaningful insights for them.

Philips

Philips Hue, a well-known smart lighting brand, provides much more than just wireless management of the lights.

Philips Hue is dedicated to providing customers with the most enjoyable lighting experience possible, to make their everyday routines that much more enjoyable.

The primary goal of the website is to provide customers with useful information about the company and its products.

Philips Hue, on the other hand, opted to inspire and enlighten online customers seeking a lighting product that suits their needs via blog entries to reach them.

Solution

• With the support of internal specialists, the team came up with a content plan.
• They compiled lists of generic and non-branded keywords and then repurposed them as themes relevant to the intended audience.
• Prioritizing high-volume search terms that match the brand marketing schedule was the goal.
• As a result, the team was able to choose niches with minimal competition, run the new blog, and boost SEO performance both automatically and manually.

Results

• To boost the exposure of non-branded terms like “bedroom lighting ideas,” “living room lighting ideas,” and so on, Philips launched their blog as a test in the UK.
• By doing so, they were able to move away from just focusing on core brand content phrases and instead adopt a data-driven, SEO-focused, relevant content approach to attract new traffic.

IBM

The proprietary technology IBM used to meet their SEO requirements for the past two years severely restricted their options in two key areas:

They couldn’t keep track of categories, which made it difficult for them to keep track of data.
Because of the insufficient data integration, they were unable to see trends in page performance and make informed decisions about their pages.

Solution

• This platform offers a wide range of data points and integration possibilities to help companies meet their reporting objectives.
• A large volume of data from IBM’s internal tool may be smoothly migrated.

Results

• The number of URLs in a huge industrial organization was organized into a clear page hierarchy.
• Established a new SEO framework to help the company break down its priorities to the product level and establish its optimization goals.
• Utilized dashboard capabilities to make use of integrated analytics data and precisely measure the performance of their new products, giving their product owners a complete trip.
• Owners of products can now concentrate on what keywords to use and how their pages perform.
• Their SEO solutions were expanded internationally to important geographical teams.

Rocky Brands

It was established in 1932 by Rocky Brands, Inc. to create high-quality outdoor footwear, apparel, and accessories for work and play as well as military use.

Rocky Boots, Georgia Boot, and Durango Boots are all part of Rocky Brands’ wholesale division.

Before last year, these three sites had not placed a high priority on developing SEO-friendly content or optimizing it for organic search.

Rocky Brands has witnessed organic growth on all three of its eCommerce sites since hiring an in-house SEO consultant.

Solution

• Rocky Brands relies on the Data Cube for the foundation of all SEO-friendly material they publish on their websites.
• To make informed selections about what phrases should be targeted for each page, they perform keyword and domain research. They also undertake competitor research.
• In addition, the Data Cube was critical in ensuring that the sites tracked the correct keywords for reporting purposes and highlighted development to the top-level domain for Rocky, Georgia, and Durango, Colorado.
• They improved SEO performance by optimizing the page title, meta tags, and content.
• Where there was a lack of information, they created SEO-friendly text that explained the attributes of each boot or boot subcategory in the language that their customers used when looking for both primary and semantically related keyword targets.
• Finally, they inserted internal links with relevant anchor text to round out the website.
• StoryBuilder dashboards are used from the beginning to the completion of every project to monitor the effectiveness of their content and to communicate success to the entire team and management.
• The option to tailor each report to meet the specific goals and KPIs of each business has been invaluable, and the graphics in each chart serve to further illustrate the points made by the numbers.
• On-the-fly metrics for pages and keywords have been offered by the Keyword and Page Reporting features during meetings or whenever they have required information for a given page or group of web pages and keywords
• Additionally, these reporting tools provide insight into raw data when a phrase’s Blended Rank changes, which is helpful for issue solving and explaining current keyword patterns.
• As a result, Rocky Brands has been able to make content edits that better suit its keyword targets.

Results

• There was a rise of 1,489 organic keywords on page 1 of Google US among the top brands in 2018.
• The revenue from organic search has increased by 31% since January 2020.
• New users increased by 13.3 percent, and revenue increased by 73.6 percent, on average, across all three brands during the important Christmas shopping month of November.

Thrive

Thrive, an Atlanta-based product design firm needs to be seen by the appropriate buyer at the right moment as an innovative product.

Except for trade fairs, industry conferences, and personal recommendations, Thrive’s website is their best chance to meet new customers.

Creating an SEO plan to increase web traffic was a vital step for Thrive to generate more sales.

They teamed up with AIS Media, an Atlanta-based online marketing and SEO firm, to develop an SEO strategy aimed at exceeding their company’s ambitious goals.

Solution

• For the keyword approach to be effective, the company’s management team had to know who Thrive’s target audience was and what they were looking for.
• AIS Media identified the keywords with the greatest potential for achieving their objectives.
• To foster ranking growth and improve user flow, AIS Media devised a keyword strategy divided into two term-specific categories.
• AIS Media developed material for each target segment based on their preferences for landing sites and recommendation engines, then segmented them.
• To support case study research, expertise areas, and personnel pages, AIS Media created supplemental material for each keyword group.
• For example, when Thrive collaborated with household names such as Chick FIL A and The Home Depot on case studies, Thrive’s website became more appealing and benefited their customers on their thought leadership journey through Thrive content.

Results

• The site’s page one Google-US ranks for these 2 keyword categories have risen by 87.8% after just one year of the SEO strategy.
• As a result, organic traffic to Thrive surged by 64.8% year over year.
• Thrive was able to grow its online market share because of Google’s first-page presence.
• Organic leads, according to Thrive, CEO Jon, helped find and secure big client transactions.

Final Thoughts

This list of B2B SEO campaign examples should help you with your own.

These efforts show that SEO is still effective no matter what business you’re in.

Your organic search exposure can be improved by learning from the experiences of these B2B SEO campaigns.

There is increasing proof that SEO efforts are beneficial online marketing efforts for any business, including increased traffic, solid growth in sales revenue, and higher conversion rates.