The Access Group | Software | SEO
- Overall ranking breadth increased by 207% for non-branded keywords.
- Rankings within the top 3 positions surged by an impressive 731%.
- Website traffic experienced a remarkable 83% increase.
- Lower-funnel leads generated through SEO saw substantial growth, up by 130%.
The Challenge
With newly acquired softwares added to their offering, The Access Group needed to broaden their digital footprint to grow their customer base in the APAC region.
Digital Minds were engaged to drive growth in leads and expand the reach of organic search by and ranking breadth and visibility for key subject areas.
The SOLUTION
Engaging Digital Minds, a trusted partner, Adam McKay spearheaded the creation of specialist teams for the three software categories, with a focus on product management, SEO, content, and paid media. Digital Minds took the lead in SEO and Paid Search, fostering collaboration and emphasizing audience-specific strategies.
To enter the market effectively, we first analysed how the B2B audience searched for solutions, mapping customer journeys and identifying touchpoints. Recognizing the importance of online content for decision-makers, our strategy included a full-funnel content plan. This aimed to position The Access Group as an expert source, showcasing their experience through valuable content tailored to different stages of the buyer’s journey.
Extensive keyword research informed a data-driven roadmap aligned with audience needs. We guided the creation of content clusters, ongoing upper-funnel blog creation, and leveraged FAQs and landing page optimization to fill gaps.
THE RESULT
The investment in quality content played a crucial role in achieving growth, particularly in non-brand rankings for head terms and upper-funnel topics. Since engaging Digital Minds:
- Overall ranking breadth increased by an impressive 207% for non-branded keywords.
- Rankings within the top 3 positions surged by 731%.
- Website traffic witnessed an 83% increase.
- Lower-funnel leads generated through SEO experienced a substantial growth of 130%.
As the journey continues, the focus remains on growing organic search as a vital channel for The Access Group’s business success.
About The Access Group
The Access Group, a global leader in business software solutions, offers a comprehensive portfolio serving various industries, including manufacturing, accounting, logistics, hospitality, and healthcare. In 2021, the company strategically acquired software assets from Sage Group, including HandiSoft accounting and compliant payroll solutions MicrOpay and WageEasy, as part of their regional strategy to meet the needs of their expanding global customer base.
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