Goodbox, like many other market disruptors, had a conundrum. The search market was full of opportunities for traditional fundraising but not necessarily directly aligned to Goodbox’s technology.
It’s a problem that we have strong experience in solving. SEO doesn’t necessarily increase search demand, instead it capitalises on existing demand. Therefore, it is our job as SEOs to find creative solutions to tap into relevant search volume.
We began by securing dominance in highly specific and relevant search terminology, albeit with lower search volume in comparison to other topics. Following this, we methodically expanded our content and reach into topics that would require the transitioning of the original searcher intent. I.e topics that were slightly less directly relevant, therefore generating a reduced conversion rate, mitigated by a significantly increased search volume. Using this methodology we saw dramatic increases in reach, new users and ultimately conversions.