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Anchore is the first SBOM-powered software supply chain security platform. In our first year of working together, we've made significant gains in SEO across our organic traffic segments (i.e., groups of landing pages) most important to driving leads:
This case study focuses on optimization attributed to the blog segment growth. Specifically, the improvement of a valuable mid-funnel keyword from position 31 to position 1 overall in Google, and its effect on traffic and leads.
Generally speaking, writing a lot of content about a single subject isn’t in and of itself a detriment for SEO. The problem lies in reaching a tipping point where there’s no clear signal on exactly which page a user should be sent to from the search results. I.e., Google and other search engines may understand that a website (as an entity) is relevant for a certain topic, but when it comes to choosing which page Google should send searchers to, a confusing number of similar landing pages can hinder SEO rankings.
For this specific example, Anchore had reached a modest position 31 (of over 15M results) in organic Google search for the keyword ‘docker security best practices’ (390 searches/month in the USA according to SEMrush; for comparison, our large keyword dataset had a median of 20 searches/month). Despite strong search demand, our position was preventing us from driving meaningful traffic, and thereby, leads. We needed to find a way to move us to page one of the search results.
Upon conducting initial keyword research for this topic, we discovered a plethora of different (unique) landing pages ranking for similar keywords. Deciding whether slightly different keyword iterations deserve their own unique landing pages is admittedly an art (think UX) and a science -- but for this scenario, we hypothesized that the following set of keywords would rank best together, on a single page.
Using our keyword research process as a guide, we identified 6 very similar blog posts (a 4-part blog series plus two additional, internally competing posts). We then constructed a framework to sensibly combine the most helpful, unique content from the six separate posts into one new, cohesive post.\
Our tactical plan was implemented in May 2022. Within days, the keyword “docker security best practices” progressed from position 42 to 6. Within months, it progressed from position 6 to 1. A similar effect was seen across other high-volume keywords in this group. See the before/after results below.
In terms of business impact, this blog topic went from driving 0 leads/month to 4-5 leads/month.
