Challenge
Bright Pattern offers innovative cloud contact center solutions that empower mid- and enterprise-size businesses to deliver great customer experience across all communications and messaging channels, faster and easier than ever before. They are at the forefront of technological innovations and market trends for communication. Bright Pattern invests heavily in research and development to bring those innovations to customers and partners around the globe. The Problem When Bright Pattern teamed up with LinkGraph, we recognized that even though they had created a marketable, cutting-edge software technology, their innovative spirit was not reflected in their website design or keyword rankings. At the start of their campaign, multiple lead capture forms spread across their site had left them with no way to effectively track and evaluate existing leads. Without a stronger backlink profile, their site authority held them back from ranking on page 1 and 2 for high-value keywords and from acquiring more leads from organic search.
Solution
The 10-Point LinkGraph Solution 1. Content Strategy LinkGraph built a database of high-value keyword clusters in the call center software space and created a plan to target them through in-depth, high-quality landing pages. Using our proprietary Copy Optimizer software, LinkGraph built long-form keyword optimized landing pages targeting both short-tail and long-tail keywords that were likely to get ranking. 2. Backlink Profile LinkGraph was confident that a highly-scaled backlink acquisition strategy was key to getting Bright Pattern ranking on page 1 for more high-value keywords. Through white-hat, targeted outreach to trade publications with editorial focus on technology, business, software, and entrepreneurship, LinkGraph built over 775 contextually relevant links for Bright Pattern, a third of which came from referring domains with DA 50+. 3. Page Speed Improvement In our codebase review, LinkGraph identified multiple issues with how landing pages were created, benchmarking their PSI scores at 20 on mobile and 40 on desktop. In the new landing pages LinkGraph created, our developers followed best practices and high-quality coding standards to achieve PSI scores of 80 and above for mobile and desktop. We also migrated the site away from it’s old DigitalOcean droplet environment to an enterprise-grade hosting environment with fast servers, automatic daily backups, one-click site restores, a CDN, and automatic site reviving. 4. Site Architecture and Page Rank Distribution Deep-crawls of the site’s internal linking profile revealed the site’s architecture put a lot of PageRank on lower value pages. In our site redesign, LinkGraph planned to re-architect the landing pages and internal linking profile to improve PageRankdistribution, driving PageRank toward landing pages that would be able to rank effectively and drive qualified traffic that would convert into valuable deals for the Company. 5. On-site SEO Tags LinkGraph discovered problems with the onsite tags that were used throughout the Bright Pattern site. In many cases, the powerful “rel canonical” was misused, preventing critical pages from being properly indexed. In addition, LinkGraph found numerous web pages with title tags that were either duplicate, missing, or under-optimized. 6. Schema.org Markup Bright Pattern didn’t make use of any schema.org markup like reviews, FAQs, company information, or social media profile bookmarking. By adding schema markup to the site, LinkGraph helped search engines better understand Bright Pattern’s content and boosted their brand visibility through more comprehensive search results with higher CTRs. 7. Content Optimization and Landing Pages Using our proprietary content optimization tools and strategy, LinkGraph discovered that although Bright Pattern’s landing pages had long-form content, the copy was not well-optimized for the high-value keywords they targeted. By including more necessary Focus Terms, the words and topics our software determined were contextually relevant to their keyword targets, we improved the quality of Bright Pattern’s landing pages, for both users and search engines, and saw strong improvement in rankings. 8. Reworked Conversion Tracking and Lead Attribution Prior to their campaign, Bright Pattern’s lead capture forms didn’t allow the team to clearly delineate the source of the leads , whether Facebook ads, email campaigns, or referrals. Improving lead attribution allowed the growth team to understand the economic value of these traffic sources’ increased revenue opportunities, so LinkGraph created a lead scoring system for Bright Pattern to better align resources to continue growth. 9. Site Reliability and Stability Bright Pattern’s site was previously hosted on a single DigitalOcean droplet and needed to follow devops best practices. Recognizing the need for an enterprise-grade worthy hosting environment for the site, LinkGraph migrated Bright Pattern to a more robust solution with daily site backups, self-healing servers, easy provisioning and removal of developer access, and a separate staging environment from production. This improved reliability for the site and made it easier for the LinkGraph developers to rapidly contribute to the site. 10. Website Redesign After analyzing bounce and conversion rates, we found that Bright Pattern’s legacy HTML design was not optimized for conversions or built to reflect an enterprise-level organization, and it was in need of a redesign. The new web redesign helped differentiate Bright Pattern from their peers as a modern and advanced software company with cutting-edge technology. LinkGraph utilized Google Tags Manager and custom javascript tracking pixels to monitor how users engaged with the site, and harnessed that data to create a more strategic conversion-focused web design with better UI/UX.
Results
As a result of LinkGraph’s efforts and data-driven strategy, Bright Pattern has experienced stunning improvements across all KPIs since the start of their SEO campaign. Overall, an 121% increase in goal completions sitewide has proved the most impressive and profitable metric and has motivated the client to remain on an annual campaign. LinkGraph also achieved our primary goal and helped Bright Pattern earn top SERP placements for multiple high-value keywords. Bright Pattern now ranks on pages 1 or 2 for over 75+ industry-specific keywords in the call center, contact center, and virtual call pace, with CPCs ranging up to $888. Bright Pattern’s keyword rankings are directly translating into higher-quality leads, increased demo bookings, more consultations, and revenue growth.
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