Successful SEO and inbound marketing optimization for Salesforce apps publisher results in 35% increase in inbound leads
Background and challenge
App Marketing Minds (AMM) conducted an SEO and linkbuilding engagement for an app development studio that had the objective to increase downloads of their apps for eCommerce platforms (Magento, Shopify) and sales productivity apps available at the Salesforce App Exchange.
While the organization consists of a highly technical and talented team, there was strong a requirement and need to tackle marketing challenges of organically attracting visitors. In addition to improving their app store listings, the challenge was to significantly increase the exposure to attract visitors from other sources than app stores.
Approach and project delivery
As a fist step, AMM conducted app store optimization (ASO) and search engine optimization (SEO) analysis. Several aspects were considered, such as on-page elements, keyword analysis, the alignment of app names with search terms, search engine rankings and backlink profiles of competitors.
A backlink and SEO strategy was constructed based on the analysis. The insight allowed for more search engine friendly app and page names, just as URLs. Next, AMM focused on prioritization of content that should be created and promoted. AMM developed supporting content which in combination of already popular pages and apps were position as primary resources for promotion via guest blogging.
A backlink campaign ensued, where most popular competitor content was analysed for backlink opportunities, and subsequently targeted. A varied backlink profile was essential for success of the project. The profile was spread over industry related blogs, big magazines and publications, educational/university sites and others.
As a result, based on agreed terms and scope, AMM were able to place on average 13 new high Domain Authority links from guest blogging per month.
This significantly increased position for key ranking terms, with two pages ranking on page 1-2 for key terms. Overall, this resulted in over 35% increase in leads (measured by app downloads and sales resource downloads).