Azuga B2B SEO and Content Case Study
Eyeful Media helps Azuga increase organic sessions by 142% and goal completions by 110% with SEO and Content.
Industry: B2B
Services: SEO and Content creation
About our Client
Azuga is dedicated to giving its customers everything they need to track and manage their fleet businesses effectively. Teamwork and collaboration with Eyeful Media helped Azuga spark significant growth through the organic channel by connecting with more fleet management customers through SEO and Content strategies.
Our partnership with Azuga has increased brand awareness and visibility by earning Page 1 keyword rankings for queries related to core services like fleet tracking and driver safety while generating more traffic and goal completions.
New Users increased by 235%
Users increased by 214%
Sessions Increased by 142%
““Eyeful Media has done a great job integrating with our marketing department to help maximize organic results as a team through SEO and content strategies.””
The Situation
Azuga customers have relied on their GPS fleet tracking and asset tracking solutions since 2013. While establishing itself as an innovative fleet management leader since launching the company, those two core offerings have expanded to a suite of 15 products. Today, from offices worldwide, the Azuga team is dedicated to giving customers everything they need to track and manage their fleets efficiently.
Over the last decade, Azuga has grown its product line to include route optimization software, driver safety solutions, dashcam technologies, driver reward apps, and much more.
They came to Eyeful Media with the goal of increasing organic visibility for non-branded search terms related to their products and services. We’d accomplish this goal with an SEO package that included a strong commitment to thought leadership content and incorporated inbound marketing principles.
We collaborated with an Azuga marketing team whose strengths complemented ours in many ways. Their website management team was well-versed in SEO and could address any technical issues we identified with the website quickly and effectively.
They were also strong with graphic design and inbound marketing best practices, which we could build on with the content we were creating. This helped us accomplish the following during the first 12 months of the SEO & Content campaign.
Results
Organic sessions increased 142% year-over-year
Users generated through the organic channel increased by 214%
New users through the organic channel increased by 236%
Organic goal completions increased 110% year-over-year
What we Did
We started with a series of SEO website audits. This included a technical audit, link audit, and content audit. We also conducted a striking distance keyword audit to find search query rankings in positions No. 11-25 that could be positioned to capture more organic traffic in the short term.
We identified key takeaways from these audits that would be applied to our SEO product or pillar page optimizations first. By 2021, Azuga had several Page 1 keyword rankings related to products like fleet tracking that they had always offered. Our goal was to get more of the product pages ranking for more relevant non-branded queries related to their latest products or offerings.
With great feedback from the CMO and team at Azuga, we aligned on the product or pillar page SEO strategies. The clusters would be represented by longer tail keywords that would be targeted through editorial content.
Strategy 1 - Product Page SEO Pillars
The product pages on the Azuga website were built for more lower-funnel traffic like any good product page should be. It was a website page designed to convert in multiple ways if an organic visitor found it after searching for fleet management software-related keywords. This could include downloading an asset, scheduling a demo, or requesting pricing.
To optimize these pages for SEO, we updated the meta titles to feature our primary keyword at the beginning while using 60 characters to describe what each page was about and entice a user to click. Below are a couple of meta title examples:
Route Optimization Software for Dispatching and Planning
Fleet Driver Safety Training and Management Software
These meta titles were paired with meta descriptions at 155 characters that opened with a CTA like discover, explore or learn. This metadata worked together to complement the meta title, tell more of that same story, and help entice people to click on the result in a SERP. Below is a meta description example:
Explore the latest in GPS asset tracking technology. Learn how Azuga's real-time fleet monitoring system improves location tracking, usage and maintenance.
On-page SEO updates for the product or pillar pages also included adding these keywords to the H1 and filtering them throughout the copy in a natural and meaningful way. Our content manager also provided refreshed and updated copy for each one, adding FAQs and testimonial content to match each product.
A key content audit finding we actioned on was that the same customer testimonial was used across all product pages. Azuga was a successful company with thousands of testimonials submitted and all featured on their reviews page of the website.
We pulled 15 individual reviews, specific to each product, and featured that content on the page with a link back to its source along with this refresh and page updates. This helped improve expertise, authority, and trust-related metrics in the eyes of search engines and continued to fuel our keyword growth.
Strategy 2 - Longform Editorial Content
The long-form editorial content represented the clusters surrounding each pillar or product page. At first, we focused exclusively on blog articles. We developed a content calendar that identified 30 articles per month. Each article would be ~1,000 words and targeted specific search queries.
That monthly content looked like this.
After three months or 90 articles, we started rolling those content hours into deeper, more informative pieces. We wrote whitepapers that could be downloaded in different places or stages in the buyer’s journey throughout the website. We also wrote this 30,000-word e-book about the Fleet Management Industry.
The e-book and premium pieces we’ve collaborated with Azuga on are designed to be used as downloadable assets to drive leads, content for an email nurture campaign, and in some cases new employee onboarding resources.
Our content writer wrote this e-book while primarily sourcing product details. She expanded her research from there, but every detail about every product that Azuga offers is included in each chapter. This is what also made it helpful as a training resource for an office staff teammate as a secondary benefit, in addition to being used as a marketing asset.
Strategy 3 - Content Auditing & Blog CTAs
We evaluated the blog content in multiple ways on an ongoing basis to find new content creation and conversion opportunities. We looked first at the blogs with the most organic traffic and identified the top 10 for a CTA optimization program that we rolled out together with the Azuga website team at the 6-month point of the campaign.
We wrote and added CTAs that asked visitors of a top-performing organic blog to download a guide with more details on that subject. They only had to provide their email and be added to Azuga’s inbound marketing funnel. The top-ranking organic keyword was included in each CTA to reinforce the search behavior that brought a user to the page. We began to drive leads and goal completions that were previously not being captured through this organic conversion strategy that is now featured on all new blogs that we write and publish.
These top-blog article conversions were added to Azuga’s inbound marketing funnel and incorporated into nurture emails and drip campaigns. This further leveraged blog content the Azuga team had already invested in by now driving tangible new contacts along with traffic. The second takeaway from this audit focused on identifying the most popular content that we could produce moving forward.
By doing so, we could streamline internal efficiencies that removed the need for client review and time spent trying to determine what content would be most popular to write. While we looked at several metrics to answer that question, we aligned on the number of times a blog topic was featured among the top-125 performing posts as a guide.
This gave us more of a target regarding what content topics were performing the best. So we focused on those top-6 categories above–along with Driver Safety which is a feature of all products–throughout the next quarter. This means that we are doubling down on content that has proven to be popular, while also incorporating a CTA strategy that is proving to convert, to all blogs in the future in order to drive more growth.
It also removes a client review step that was previously trying to determine what topic would be most popular without the latest data needed to inform that decision.
Examples of deliverables in this SEO & Content program:
Keyword research
Competitor research
Keyword mapping & reporting
Meta titles, meta descriptions, H1s & H2s
On-page strategy and optimizations
Technical SEO review and strategy
Internal link recommendations
Editorial content strategy
Editorial content calendar
Editorial content creation
E-book content creation
Whitepaper content creation
Content & email nurture strategies
CTA recommendations for organic conversions
Meetings and client support
Monthly reporting
* Period measures first 12 months of campaign vs. previous 12 months