How StackAdapt Achieved a 91% Increase in First Page Rankings

Challenge: Expanding domain expertise and search visibility

With their industry-leading multi-channel advertising platform, StackAdapt had already developed a strong digital presence and authority for all things programmatic. To build on that and support their business goals, they sought to grow their share of search and attract web visitors around a broader set of topics pertinent to advertising and marketing technology. 

StackAdapt’s flexible solutions can help a wide range of customers, and they wanted to make it easy for all of these varied audiences to find them. They partnered with TopRank Marketing on a strategy to increase rankings and drive qualified organic traffic.

Insight: Identifying opportunities for content coverage and technical fixes

TopRank conducted a series of audits – inventory & performance, competitive, and SERP landscape – to surface opportunities for improved performance in search. These audits revealed several high-impact optimization opportunities related to site structure and technical factors as well as content gaps in key topics. 

After prioritizing and detailing the technical opportunities for StackAdapt to implement, TopRank moved on to planning and developing content with StackAdapt’s content team to close the gap in their current library, namely by targeting a senior decision-making audience with intent-driven and search-informed content within the topics that were most relevant for the StackAdapt business.

Strategy: Activating a ‘Purple Cow’ SEO approach

Advertising and marketing technology is a competitive and nuanced search landscape, but StackAdapt’s strong reputation gave them an edge. Working closely with StackAdapt’s seasoned team of in-house writers, TopRank helped them plan and develop data-informed SEO content to take advantage and win visibility quickly.

Using AI tools, we analyzed hundreds of pages ranking for our target topics, building keyword glossaries and topical maps that became the blueprints for SEO content planning. For new content development, we utilized a “Purple Cow” technique, focusing on ways to differentiate from existing results while still accounting for all elements that searchers (and engines) expect to find. We wanted to make sure StackAdapt was covering the essentials on a given topic, while also adding unique angles and perspectives that showcase their credibility and expertise.

In addition to new content creation, a roadmap was put forward to improve site structure, deploy a best-practices migration and strengthen technical indexability. 

Results: Massive increases in captured search demand

The combination of StackAdapt’s outstanding domain authority, TopRank’s strategic SEO planning consultation, and the StackAdapt editorial team’s comprehensive-yet-innovative content led to extraordinarily rapid gains in search.

One new blog post targeting a high-value keyword achieved a top result and featured snippet on the same day it was published. Another reached the top of its search engine results page (SERP) after just one day. A high-intent service-related “benefits” post was in the No. 1 spot in less than one week.

Within six months of partnering with TopRank, StackAdapt saw a 91% increase in page one rankings for their website, massively expanding their share of voice among relevant audiences in search. In turn, they’ve experienced a 200% increase in captured search demand, winning visitors and impressions away from competitors to fundamentally grow their brand’s digital imprint. The conversion rate of traffic from organic improved by 4.5X, indicating that the audience we brought to the site via search optimization was qualified and ready to engage with the brand.

SEO clients are often warned not to expect results too quickly, but with the right combination of factors – including a talented in-house team of content marketers and a lockstep partnership with a seasoned agency – it’s possible to climb the rankings with near-mythical speed. This isn’t the first time we’ve seen it happen. 

Want to see how your brand can make big moves in the SERP and win new audiences? Learn about TopRank Marketing’s best-in-class SEO, content and strategy services.