Basic SEO is not enough anymore, a new strategy helps startups grow digital presence

When startups begin operating, owners typically aim to expand their business and attract a large clientele. Understandably, these are the goals of every company regardless of the size. Although many startups begin with the same goals, only a few of them can achieve them. Why? They all invest in products and services and are motivated and ambitious to succeed. However, too many startups never reach their peak. Investments need to be smart so they can be profitable. Some business owners invest greatly but still don’t see notable results.

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The role of digital marketing today is enormous, especially for start-up companies.

The role of digital marketing today is enormous, especially for small businesses. Large companies can rely on word-of-mouth marketing strategies and their long-lasting reputation to attract new customers even without plenty of marketing coverage. Startups, however, cannot only rely on word-of-mouth and similar marketing methods. Instead, they need a fast yet effective brand building strategy that can attract target audiences rapidly to give themselves a powerful boost that will bring opportunities and help their business expand.

Digital marketing – Effective practices for positive results
Entrepreneurs are aware that without efficacious online marketing, the road to success is slow, costly, and the results are uncertain. So, even well-established companies are hiring digital marketers to promote their products and services. As competition becomes stiff, growing the digital presence is also becoming more difficult with different strategies being used regularly to reach new audiences. That being said, it is crucial to hiring a digital agency that continually develops and introduces new practices to keep its clients ahead of the competitors.

Who are we?
Digital Zoo is a digital marketing company specialiseing in SEO and content marketing. Based in Hong Kong, our services are also available to clients worldwide. We have been trying to make a difference in the field of digital marketing. With outstanding results built on smart techniques and constant service development, our team of experts never stay in the comfort zone of the traditional advertising methodologies and marketing practices. To obtain better marketing outcomes, we amalgamate content, keyword and user experience, creating new strategies that push startups to the top of the Google search results. Despite the fact that this is a hardly-achievable goal for new businesses, we have managed to make it happen.

Marketing campaign that takes new sites to the top of the Google search engine results page (SERP)
For the YAS campaign, we spent eight months to improve the company’s SEO in a bid to bring 100% of traffic growth to the client’s website. Our team also aimed at having more than 90 keywords ranked on the first page of Google search results by the end of the contract period with YAS. That goal would secure the ranking of the client’s website in the top 10 positions of the industry (travel/insurance).

SEO and content marketing strategy combined
Link-building, domain authority score, and site audit are the bases of our SEO campaigns. Those technical factors are important, and they influence the SEO ranking enormously. However, as most sites are now focusing solely on those aspects, standing out by only working on the mentioned fields is extremely difficult. For that reason, we combine SEO with content marketing strategies.

digital zoo pic2YAS is a microinsurance service startup

For YAS, the content SEO marketing strategy included engaging topics related to microinsurance, writing guides, a specific number of articles published on the client’s website every month, intense keyword research, and scope, among others.

By publishing blog articles that are rich in keywords but also informative, purposeful, and original, we attracted visitors to read, view, and share content from the website. The search engines recognised the quality of the content, and readers found useful information that wasn’t only promotional. We generated articles that provoked people’s interests in purchasing microinsurance plans. They looked for specific answers or information regarding the field, and YAS gave them everything they needed without putting the services in the first plan. However, the quality of the content encouraged readers to learn more about the company, which resulted in increased traffic and service demand for YAS.

What does the audience need?
Our marketing campaign of Digital Zoo for YAS began with the idea of reaching the people in need of microinsurance. The target audience was a group of people from Hong Kong who are open to new adventures, and they make life decisions based on knowledge. Before making an important decision, they do detailed research, and that is when the Google search engine plays its role: it gives them the answers they need.

By getting to the top of the Google SERP, YAS could be the company that gives them solutions without asking for anything in return. They give those answers by publishing informative blog articles on the website. Using the combination of content marketing and SEO techniques, We acted actively and passively at the same time. The keywords and technical SEO practices pushed YAS into the top Google search results, which was an active way to reach potential customers. However, the content they read was not aggressively inviting them to hire YAS. Instead, it gave them helpful information related to microinsurance, which was a passive way to attract new clients. The results were amazing: people were interested in contacting the YAS team and requested their services because of the good impression of the blog articles.

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Digital Zoo is a digital marketing company specialising in SEO and content marketing.

Marketing planning and execution
Digital Zoo worked closely with the client during the entire project. In the YAS campaign, the client created articles while we were responsible for SEO, proofreading, fact-checking, and strategy review. Thus, with the efforts from both sides, the blog posts were fraught with keywords, informative, and engaging.

During the campaign period spanning eight months, we had weekly meetings with YAS to analyse the strategies, implement them, and monitor the results. Every Monday, Digital Zoo shared the SEO industry updates with YAS, discussed potential changes and improvements, including the installation of the FAQ schema to the website, addition of the table of contents, roadmap, and so on. By observing the traffic movements, we identified the factors that attracted visitors and factors that were not too influential. Using those reports, the SEO of the website gradually improved, and so did the traffic.

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Digital Zoo created content on various topics for YAS.

Final results of SEO and content marketing strategy
At the beginning of the campaign, the YAS website was only two to three months old. The odds for a new website to rank among the top 10 Google results in the microinsurance field were very low. However, the powerful strategy that included the combination of SEO practices with content marketing guaranteed outstanding results.

Since September 2020, the YAS website has recorded 2,250 visits per day. The whole campaign recorded over 34,000 website traffic. In October 2020, when the campaign contract ended, Digital Zoo helped YAS rank 339 keywords on Google Top 10 SERP with 116 optimised articles. The KPI at the start of the collaboration was more than keywords; We surpassed the goals that seemed ambitious initially, validating the effectiveness of our campaign.

The constructive digital marketing campaign helped YAS reach the target audience within the first few months of the website’s launch. By gaining the attention of potential customers, the company grew its digital presence rapidly that generated profits and strengthened brand building. For start-up companies, such an outcome is ideal. It gives them the stable foundation required for future development.

With a creative and innovative strategy, we proudly participate in the success of our clients. Apart from increasing their websites’ traffic, we offer a diverse set of services for sustainable online advertising and international brand building. Company owners that are determined to utilise the benefits of online marketing can consult us for a customised marketing strategy that will highly influence their profits and business prospects.

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Digital Zoo received DigiZ Awards for the Best SEO Campaign.

Thanks YAS team and Digital Zoo team!

Email: [email protected]
Tel: +852 2321 3130

This article is sponsored by Digital Zoo.

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