SAP Grows Blog Organic Sessions 1682% and 11X Blog Conversions

When breaking out updates of existing content, SAP grew monthly organic traffic to their pre-existing content 600% since March ‘22.

Growth in Conversions

SAP achieved an 11X increase in blog conversions

Content Optimization

3X improvement in blog conversion rates

Organic Traffic

1682%

Dramatic Increase

Project Overview

SAP, a global leader in enterprise application software, was facing a significant challenge: stagnant traffic and low lead generation from their existing content and SEO initiatives. As part of their rebranding and website redesign efforts, SAP recognized the need to transform their content into a robust growth engine. The goal was to increase organic traffic, enhance lead generation, and position SAP as a thought leader in the enterprise software industry. To achieve this, SAP partnered with MOArt to develop and execute a comprehensive content and SEO strategy.

Challenges:

  • Stagnant Traffic: Despite having a wealth of content, SAP's blog was not generating the expected levels of organic traffic or engagement.
  • Low Conversion Rates: The existing content and SEO efforts were not effectively converting traffic into qualified leads.
  • Rebranding Needs: SAP was undergoing a rebranding process and needed to ensure that their content reflected the new brand identity while avoiding any SEO disruptions.

Objectives:

  • Boost Organic Traffic: Significantly increase monthly organic sessions through targeted content updates and SEO optimizations.
  • Increase Conversions: Improve blog conversion rates to turn content into a primary driver of lead generation.
  • Support Rebranding: Align the content strategy with SAP’s rebranding efforts, ensuring consistency and relevance across all channels.

‍

Execution

MOArt implemented a structured, five-phase approach to revamp SAP’s content and SEO strategy:

  1. Phase 1: Alignment
    • Goal: Align SAP's business objectives, growth strategies, and rebranding efforts with the content and SEO strategy.
    • Actions: Conducted in-depth Q&A sessions with key stakeholders to fully understand SAP's goals and challenges. This phase ensured that all subsequent efforts were strategically aligned with SAP's overall business direction.
  2. Phase 2: Content & SEO Audit
    • Goal: Identify opportunities to enhance existing content and SEO practices.
    • Actions: Performed a data-driven audit of over 100 blog posts, assessing each for relevance, SEO value, and alignment with the new brand identity. The audit identified content that needed to be updated, rewritten, or repurposed. Additionally, an SEO audit was conducted to address issues such as outdated links, 404 errors, and the need for redirects to support the rebranding.
  3. Phase 3: New Content Strategy
    • Goal: Develop a comprehensive content strategy tailored to SAP’s ideal customer profiles (ICPs) and the buyer’s journey.
    • Actions: Through team interviews, competitive analysis, content gap analysis, and keyword discovery, MOArt crafted a full-funnel content strategy. This strategy focused on creating content that not only attracted visitors but also guided them through the buying process, ultimately leading to conversions.
  4. Phase 4: Content & Backlink Production
    • Goal: Create high-quality content and build authoritative backlinks to boost SEO rankings and visibility.
    • Actions: MOArt’s content production team developed new blog posts, articles, and whitepapers, all optimized for SEO and aligned with SAP’s strategic goals. Simultaneously, a backlink-building campaign was executed, targeting high-domain rating websites (DR 50+) to increase SAP’s domain authority.
  5. Phase 5: Content Optimization
    • Goal: Continuously improve the performance of SAP’s content to maximize conversions.
    • Actions: Implemented a continuous improvement process for optimizing blog conversion rates, including A/B testing, keyword refinement, and user experience enhancements. This phase focused on turning traffic into tangible leads and sales, with a specific emphasis on content that supported SAP’s new branding and messaging.

‍

Project Results

The strategic collaboration between SAP and MOArt yielded exceptional results:

  1. Explosive Growth in Organic Traffic:
    • SAP’s blog experienced a 1682% increase in organic sessions, drastically boosting the visibility and reach of their content. This dramatic rise in traffic was primarily driven by the strategic updates to pre-existing content, which saw a 600% increase in monthly organic traffic since the strategy’s implementation in March 2022.
  2. Substantial Increase in Conversions:
    • The revamped content and SEO strategy led to an 11X increase in blog conversions. This growth in conversions demonstrated the effectiveness of the full-funnel content approach, which was carefully designed to guide readers through their buying journey.
  3. Content Optimization Success:
    • Through continuous optimization efforts, SAP achieved a 3X improvement in blog conversion rates over the course of the year. This success was attributed to the meticulous refinement of content, SEO practices, and the strategic alignment with SAP’s rebranding.
  4. Strengthened Market Position:
    • The successful execution of this strategy not only enhanced SAP’s online presence but also supported the broader rebranding and website redesign efforts. SAP’s content now plays a pivotal role in their inbound marketing engine, driving both brand awareness and qualified lead generation.
  5. Enhanced SEO and Content Authority:
    • The backlink-building campaign significantly improved SAP’s domain authority, leading to better search engine rankings and increased organic traffic. The creation of high-quality content further solidified SAP’s reputation as a thought leader in the enterprise software industry.

Conclusion

SAP’s partnership with MOArt transformed their content and SEO strategy into a powerhouse of organic growth and lead generation. By implementing a data-driven, five-phase approach, SAP was able to overcome stagnant traffic, increase conversions, and support a successful rebranding effort. This case study underscores the critical role that a well-executed content and SEO strategy can play in driving business growth, enhancing market positioning, and supporting long-term success.

For companies facing similar challenges, this case study highlights the importance of aligning content strategy with business objectives, continuously optimizing performance, and leveraging the power of SEO to turn content into a key driver of growth.

Let’s get in touch

Ready to start working
together with us?

Marketing, creative, and product knowledge functions continue to be of primary importance to our organization as we strive to meet the increasing demands and challenges of the Industry.

Get started
Arrow
Explore