Case Study: SEO
Vates: SEO Case Study
A software development and IT solutions company wanted search rankings that would bring in buyers, not just visitors. Here is the challenge, the monthly plan we ran and the outcome.
- SEO and content by an in-house team, never subcontracted
- Keywords chosen for buying intent
- No lock-in on standard services
- No ranking guarantees, just the work that earns them
The client
A software and IT services company
Vates is a provider of software development and IT solutions. With a global presence and broad industry experience, it aims to improve its clients' business functions with high-quality solutions.
Business-to-business technology services are a difficult search market. Buyers research for a long time, competitors are numerous, and the searches that lead to a contract are far fewer than the searches for general technical information.
The challenge
Rankings that lead to purchases
Determined to make an impression in search results, Vates outsourced its SEO to Content Writing Square in 2022. The company's primary need was to rank on search engines in a way that drove relevant traffic and purchases.
That meant the path to more sales ran through more web traffic, but only the right kind: ranking on commercial and transactional intent keywords, the searches made by companies looking to hire, rather than by people looking to learn.
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What we did
The plan of action
The plan ran as a set of monthly activities aimed at improving search visibility and rankings.
- Keyword targeting focused on commercial and transactional intent
- Community and directory participation
- On-site blog content optimised with SEO best practices
- Guest blogs placed on other sites
- LinkedIn articles
- Social media content, optimised for search impact
The result
What the work achieved
By working with Content Writing Square, Vates has achieved milestone search engine rankings through SEO.
Our record of this project does not include specific positions or traffic figures, so none are quoted here.
Lessons
What B2B technology companies can take from this
Choose keywords by what the searcher is about to do. A technology company can attract large numbers of visitors with tutorials and explainers, but contracts come from searches that show an intent to hire or buy. Prioritising those keeps the SEO budget tied to revenue.
B2B buyers also look beyond your website. LinkedIn articles, guest blogs on relevant sites and directory profiles put the company in front of decision-makers where they already research suppliers, and they support the main site's credibility in search at the same time.
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Questions about this case study
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A monthly programme aimed at ranking for commercial and transactional intent keywords. It included community and directory participation, plus content management covering on-site blogs, guest blogs, LinkedIn articles and social media content, all optimised using SEO best practices. The common thread was ranking for the searches made by companies looking to hire, rather than for general technical topics.
They are searches that show someone is evaluating or ready to buy, as opposed to looking for general information. Examples include searches that compare providers, mention pricing or ask for a specific service. They usually have lower volume than informational searches, but the visitors they bring are much closer to a decision.
For B2B companies, LinkedIn is where many buyers and decision-makers spend professional time. Articles there build visibility with that audience and can send relevant visitors to the main site. They complement on-site SEO rather than replacing it. They also give prospective clients more evidence of expertise when they check the company out.
No. Search engines decide rankings, and technology markets are competitive. We commit to a research-led plan, consistent monthly work and honest reporting on progress, and we tell you at the start what we think is realistic. Be cautious of any agency that promises a particular position.
Yes. Our in-house writers produce blog posts, articles and website content for technology companies, written for the buyers who make decisions as well as the technical staff who evaluate options. Your subject experts review drafts for accuracy before publication. That keeps the content credible to both audiences.
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