How we helped the GIS SAS brand to increase their B2B conversion in India

The Client  :

 

Esri India is a leader in Geographic Information System (GIS) technology, offering cutting-edge mapping and spatial analytics solutions to organizations across India. Through its flagship platform, ArcGIS, Esri India helps businesses, governments, and communities harness the power of location-based data to improve decision-making, enhance operational efficiency, and drive innovation. With a strong focus on industries such as urban planning, infrastructure, defense, and natural resources, Esri India empowers users to visualize, analyze, and interpret geographic data in meaningful ways.

The Objective :

 

  • Brand Awareness
  • Maintain Technical health 
  • Increase Organic Traffic
  • Attract Niche-Specific Traffic

Business Challenges

 

Esri India needs to enhance its visibility on SERPs to boost brand awareness and attract more traffic in a competitive market. The company aims to engage niche audiences in sectors like infrastructure and urban planning for better conversions. Competing with established GIS platforms requires a strong SEO strategy to increase recognition and organic traffic. Additionally, improving content relevancy, targeting specific keywords, and enhancing user experience are crucial for driving organic sign-ups for the ArcGIS platform.

SEO Challenges

 

Esri India faces challenges in ranking for competitive GIS keywords and competing with high-authority industry leaders. Technical optimization and targeted keyword strategies are needed to enhance site performance and content relevancy. The company also needs to create niche-specific content, build high-quality backlinks, and optimize meta tags to improve search visibility. Following SEO best practices is essential to minimize the impact of Google algorithm updates on traffic.

Approach

 

Discovery: Conduct an in-depth analysis of Esri India’s current SEO performance, competitive landscape, and audience behavior to identify gaps and opportunities.

  • User Persona Development: Define user personas to understand the needs, interests, and search behaviors of Esri India’s target audiences. This step ensures content and SEO efforts are tailored to their specific preferences and industry requirements.
  • Information Architecture & Site Structure Optimization: Improve the website’s navigation and site structure to make it user-friendly and SEO-compliant, focusing on logical content organization and efficient crawling paths for search engines.
  • Content Mapping & Creation: Align content with each stage of the buyer journey, from awareness to consideration and conversion. Develop a content calendar that includes niche-specific blogs, case studies, and landing pages to attract and retain targeted traffic.
  • Keyword Research & Optimization: Focus on high-value, niche-specific keywords that resonate with Esri India’s target audience, boosting organic visibility and bringing in relevant traffic.
  • Technical SEO Enhancements: Regularly audit and optimize the website to maintain its technical health, including mobile-friendliness, page speed improvements, and schema implementation.
  • Boosting Organic Brochure Downloads: Drive organic traffic to increase brochure downloads by implementing a targeted SEO strategy that appeals to professionals in urban planning, infrastructure, and natural resources. Tailor content to address their specific needs, positioning Esri India as a leading GIS solution provider.

Results for The Brand

 

Site Health Performance       

  • Esri India faced technical issues on its Sitecore-based website, and after resolving them, the improvements were minimal due to Sitecore’s limited flexibility. To address this, we decided to migrate the site to Adobe Experience Manager (AEM), which offered greater customization options and better flexibility. This migration resulted in significant improvements to the website’s overall performance and health.

Performance Metrics from Google Analytics

 

 

  • Organic traffic to the website increased by 85.78% from June 2023 to July 2024, with a notable spike in traffic for the “Alandi to Pandharpur Yatra” page. Based on this success, we suggested creating similar pages to maintain year-round growth. We also optimized the “What is GIS” content for better coverage and updated titles,  descriptions, and keywords for pages with high impressions but low clicks, driving further organic growth.

 

  • Over the past year, our SEO and content strategies have delivered strong results, boosting new users by 29.75%, increasing total users by 46.04%, sessions by 71.88%, and engaged sessions by 67.29%. This growth has also led to improved visibility on SERPs.

 

For a software company, one of the best strategies to boost high-quality referring domains and increase backlink count is through software and business submissions, as well as blog submissions. These actions help improve online visibility and SEO performance.

by Posted Nov 16, 2024