How Web.com increased blog traffic by 117% in 3 months

Using a sales-led approach and performance marketing, Web.com successfully scaled to 1,400+ employees. When the time came to diversify their growth efforts, content marketing and SEO were clear opportunities.

Web.com were looking to diversify their growth channels and begin investing in content and SEO

Web.com gained success through a strong sales function and paid acquisition. After acquiring Acquisio—another Grizzle client—they saw the effectiveness of content marketing and SEO for acquiring leads and fuelling demand generation.

To achieve the ambitious goals defined by their new organic growth team, Web.com needed a full suite of organic growth services to complement a fresh content and SEO strategy.

Grizzle’s organic growth services helped Web.com accelerate SEO success

Web.com had many existing assets to leverage—namely a known brand, an existing library of content, and a strong domain.

It was our job to build upon this foundation by refreshing blog articles and establishing the brand as a thought leader in the small business marketing space.

1. Refreshing, pruning, and merging existing content

Web.com produced a bank of content over a period of years. It was practical and full of value, but needed expanding and optimizing for search to reach the performance goals Web.com had set out to achieve.

With Grizzle’s help, Web.com’s content and SEO team identified opportunities within its existing library of blog articles.

Existing content was catalogued and tagged for pruning (removed from the blog completely), merging, or expanding and updating.

2. Producing high-quality editorial content

Small businesses are hungry for practical, actionable guidance on acquiring and retaining customers. So, the crux of our strategy was to produce educational content to fulfil these needs.

We aligned topics with Web.com's audience's pain points and jobs-to-be-done (JTBD) while ensuring content began or accelerated the buying journey. Every article we produced or refreshed aligned with Web.com’s value proposition.

Most importantly, every piece of content we produce must be the best on a given topic. This meant providing Web.com’s buyers with an actionable resource that gave them everything they needed to solve their problems.

3. An editorial-driven digital PR approach

Web.com became a credible brand in the U.S. as a go-to marketing and web design tool for small businesses, giving us a headstart in terms of credibility in the space.

However, to establish a stronger presence in the “small business marketing” space, we needed an extra push to accelerate results.

So, we ran a series of digital PR campaigns using various Grizzle methodologies, helping Web.com capture a wider audience while building topical authority.

For example, Grizzle collaborated with editors at relevant blogs like Search Engine Land, Shopify, and GoDaddy to provide them with original high-quality content. Not only that, but we generated natural backlinks and editorial mentions from blogs and publications like Forbes, Inc., and WooCommerce.

Grizzle’s partnership helped Web.com increase blog traffic by 117% in 3 months

Thanks to an end-to-end content and SEO approach, Web.com saw a rapid increase in blog traffic across several organic growth channels—including digital PR and social media.

Furthermore, organic traffic quickly rose in the first three months of Web.com’s program.