Content Mapping & SEO Fundamentals Drive 2.5x Increase in Organic Traffic – Adeva Case Study

SmartClick Approach

1. Smart Audit – Search Competition Audit, Content Audit & Technical Audit.

These revealed the techniques and elements that competitive sites use to rank, the best opportunities for content optimization (and new content development), as well as link building, Results SmartClick Approach:

2. Content Mapping:

Building the global talent pool was the easier of the marketplace mandates. Competing for hiring companies was significantly more challenging. In order to effectively market Adeva, Adeva to build awareness of it’s talent pool, but also show decision makers that hiring through Adeva was an effective way to acquire talent, cost-effective, and was the best solution to their problems. Adeva needed to show it’s value proposition across a wealth of positions on the buyer side (CTO, Engineering Managers, Team Leaders, Product Managers, HR, CFO, CEO), and it needed that content to be visible so that Adeva would be part of the solution set and that Adeva’s content would be easy to find for prospects during the sales cycle.

SmartClick started by understanding each buyer role, and then actively mapped which content is likely to help each buyer role (champion, influencer, executive, etc) move towards a sales discussion regardless of their stage in the funnel.

Once that map was effectively created, SmartClick performed a content gap analysis that would accomplish two major things:

• Create Content To Fill In The Customer Journey Gaps: This helps accelerate lead development by answering key buying questions, preventing sales objections, and giving the prospect a simple, logical path to the next stage in the sales process.
• Increase Topical Authority: This additional content adds to Adeva topical authority. This breadth of visibility in the core technical topics that they want to appear. This helps Adveda get more visibility throughout the awareness/intent funnel across multiple buyer roles.

3. Content Optimization:

Adeva has a full content team in place, which allowed them to move very quickly in the development of new content. But SmartClick was able to identify the content that could have the quickest rankings growth and perform sophisticated on-page optimization as well as create a complex internal linking structure that helped Adeva generate search visibility not just for single keywords like “Laravel react” but generated visibility across the topical cluster of laravel react. Topical authority can allow sites to be visible for keywords that never actually appear anywhere on the site. Additionally, SmartClick built content briefs to help the Adeva team capitalize on the search opportunity.

The Results