Inbound Marketing Portfolio

By Veni Ethiraj

The Challenge

Top issues that needed our intervention

01.

Intense Competition

Brands like Adobe, Canva were competing for our target KWs

03.

Low Website Authority (DA)

Need better backlinks to boost authority

02.

Drop in KW Positions

Existing pages had old content; not aligned with changing KW intent

04.

Diminished Lead Generation

Shrinking top of the funnel meant fewer leads and conversions

Strategy

Uniqode (previously known as Beaconstac) had clear-cut goals:

On-page optimization

Identified high-impact keywords relevant to QR Codes and launched an intensive on-page optimization, integrating keywords into blogs, meta tags, meta descriptions etc.

High-quality content creation

The content strategy followed, with the production of regular, high-quality blog posts and landing pages. Particular emphasis on EEAT principles, semantic KWs, entities, etc,

Backlink development

conducted an extensive backlink campaign, reaching out to authoritative websites in the tech industry to secure guest post opportunities and backlinks.

Improve website hygiene

Focus on improving page speed, create HTML

sitemap, improve website structure using

breadcrumbs. Improve mobile search experience.

Technical audit

Review the Robot.txt File, check canonical tags,

schema markup, find & fix broken pages, check

instances of cannibalization, create XML sitemap

etc

• This data is for the period Sept 2022-Sept 2023
• Beaconstac migrated to Uniqode after Oct’23, and we faced a drop in traffic.
• All traffic numbers in thousands, from AHrefs and GSC.
  

Results

Keywords in top #3 on SERPs

• A robust process of publishing 3 blogs every week.
• May-Aug’23 was a promising quarter for us. Most KWs were ranking in top #3.
• Covered high-intent topics like comparison articles, product-led blogs such as “QR Code logo”, “High resolution QR Codes”, “Flowcode vs Beaconstac”.
• Published 100+ mini blogs with low KW difficulty, to gain higher visibility on SERPs.
  
• The drop is post-migration from Beaconstac to Uniqode.
  

Customer

Acquisition

• Beaconstac’s primary goal was to maintain a steady or

higher customer count.

• Steady traffic, along with high-intent KWs in top #3 on
  

SERPs helped us achieve that goal.

Summary

What Has Happened

Expand top of the funnel with 60% increase in traffic

Improved DR from 54 to 78 with outreach

Steady inflow of 800+ customers MoM

What We Did

Focus on top KWs. Create clusters, pillar pages etc.

Create linkable content, and get backlinks

Work with product and sales team to improve conversions