Cato Networks increases organic traffic and qualified leads

Goal

Increase organic traffic and qualified leads through organic and paid traffic, culminating in closed deals.

Challenge

Cato Networks targets large enterprises with complex IT needs, but it struggled to achieve success with both organic traffic and Bing Ads, failing to generate SQLs (sales qualified leads). While its website attracted traffic, it lacked conversions and SQLs. The content was over-optimized for SEO, making it difficult for users to connect and engage, and the site structure further hindered user experience.

1. The website had traffic but lacked conversions and SQLs
2. Content wasn’t optimized for target users’ needs
3. Poor SEO tactics, including keyword stuffing, led to poor UX
4. The structure of the site had an unclear buyer’s journey and made it hard for users to connect and engage with the content

Solution

Focusing on the KPIs, we addressed the site’s core elements, aiming to increase visibility and conversions.

SEM audit and strategy development – We began with a comprehensive SEM (search engine marketing) audit and then developed a strategy tailored to driving top-of-the-funnel traffic and converting visitors into leads.

SEO strategy – We implemented a refined SEO strategy to drive organic traffic, focusing on creating content that met user needs and was optimized for conversion rather than just search engines. We also developed glossary content to educate users and improve their engagement with the site.

YouTube strategy – We optimized Cato Networks’ YouTube presence to convert video watchers into leads, leveraging the platform as a key component of the overall strategy.

Landing page optimization – We optimized the landing pages to increase lead generation, making it easier for potential customers to connect with Cato Networks and move through the sales funnel.

Bing ads strategy – We deployed a targeted Bing Ads strategy to reach potential buyers in the enterprise space, aligning ads with the specific needs of these complex IT buyers.

Results

By optimizing our client’s digital assets, we ensured messaging continuity. Our strategies resulted in a significant new deal worth over $120K, covering our fees for over five years. Additionally, we achieved a 279% increase in organic traffic over the previous two years. This resulted in 12,000 leads generated.