Clario - SEO & Content Case Study

TESTIMONIAL

“Wolfgang was a critical partner in Clario’s journey. Organic was a core plank in our strategy. The approach was comprehensive and it’s just the start for us”

Dom Neil-Dwyer, Chief Marketing Officer

WOLFGANG DIGEST

Successfully launched a new brand in the competitive consumer cyber security market with an organic content strategy as the key acquisition channel, hitting the ambitious target of ½ million organic sessions in the first year.

CHANNELS

SEO, Content Marketing

ONLINE GROWTH

(All metrics starting from 0)

Conversions: 6.5K
Organic Sessions: 534K
Top 3 Ranking Keywords: 2.1K
Domain Authority: 41

THE CHALLENGE

Clario wanted to take a disruptive approach to a highly traditional industry. They wanted to launch a cyber security software that would allow their customers to secure their digital lives and footprint in a simple, user-friendly way.

Launching a new brand, product, and web presence in a highly competitive market such as cyber security with established competitors such as Norton, Avast, McAfee etc. was a challenge in itself. Factoring in an end of year target of 500,000 non-branded organic visits made the brief all the more challenging, but also all the more exciting.

OUR STRATEGY

A strategy encompassing all 3 pillars of SEO (technical, relevancy, and authority) with a tailored content strategy integrated at its core was our chosen approach.

Clario article screenshot

The website development and technical build out of the site was crucial with a key focus on structure/taxonomy, speed, schema, UX/UI etc. Similarly, authority played a significant role as we collaborated with Clario’s PR and social teams to gain relevant high-quality links through digital PR.

Our relevancy plan, however, was most central and as such we devised a content vision and 12-month content strategy based on our award-winning method of using content to drive organic search.

We developed a site from the ground up with the Clario development team that supported the technical needs of commercial intent whilst allowing us to chase the longer tail search via our pillar/cluster content approach.
We worked on innovative link campaigns such as the ‘cyber security urban dictionary’ that was initially a social campaign.
We focused on the consumer and their experience (the need for simple how-to tutorials, explainer blogs etc.) that ultimately raised enough awareness and exposure to place Clario firmly on the map in one of the most competitive spaces online!

INNOVATION USED

Strategic SEO, smart SEO, data-led SEO, innovative SEO, integrated SEO… This was our mantra from the get-go. The sharing of insights and ideas among SEO/Content, the client, their PR and social agencies allowed for this holistic approach that ultimately worked.

The pillar and cluster strategy requires strategic and methodical keyword research, competitor research, SERP analysis, topic analysis and a plan for how each content will be thematically linked. It’s in the development of this strategy where the power of the content lies.

BUSINESS GROWTH

Clario generated these results (right) over the course of 2020. Being a brand new website and brand, all metrics started at 0 when it launched in January 2020.