+91.5% Organic Traffic Growth & +138% Top 10 Keyword Growth
No one likes to call a support line. And not surprisingly, support agents would rather not talk to angry customers.
Customers needed to find product information on the company’s knowledge base and find that information satisfactory, without needing to call. Fewer calls to their support agents meant valuable time and money saved. For 8×8’s Support Center, I devised a plan to increase call deflection, organic growth, and backlinks massively.
Challenge
Optimizing 8×8’s knowledge base had some unconventional problems. Their website was run on a different content management site (CMS) than the main site. Also, the website was managed by the support team’s agency web developers – not the internal digital team. My game plan was to tackle three issues surrounding the project:
Build a relationship between the support team and the digital team:
The support site was run by external devs, managed by the support team. Any changes I made would
need to be run by the support team. Everyone involved needed to feel comfortable working with me.
Determine what optimizations needed to be made to the support site:
A standard full web audit to determine the critical weaknesses of the site.
Identifying and creating an optimization plan around best SEO and content practices was the main
project goal. Additionally, these optimizations needed to build synergy between the support site and
the main site.
Educate and empower the support team with frequent reporting on KPIs:
Because the digital team or I did not own the site, I needed to display the results quarterly to
show the results of my work. If they could see what I was doing was working, they would give me
more freedom on the project.
Solution
My solution to this project was a triple-pronged approach:
Full, end-to-end on-page SEO strategy for the top 150 pages, each quarter:
Optimizing each webpage for optimal titles, headers, and meta descriptions. Each page was analyzed
based on user traffic and keyword ranking.
Establishing frequent communication with external devs to provided related link and backlink
functionally:
Massively increasing the number of backlinks to the support site from the main site increased the
Support site’s authority. Adding associated articles to the support site meant that customers could
reach the main site through the support site.
Set up reporting in Google Analytics to provide the results every quarter:
I created an easy-to-read dashboard in Google Analytics to show important KPIs: top pages, bounce
rate, session duration, demographics, and more.
Results
The support site saw a massive increase in organic traffic and a proportional 3X increase in call
deflection. This freed up a substantial amount of time and resources for the support center to focus
on other things. 8×8 also saw massive growth in keyword rankings for the support site.
By the numbers, the effort:
● Increase in organic traffic by 91.5%
● Lift in the top 10 organic keywords by 138%
● Growth in cross-domain linking by 17%
● Boost in call deflection rate by 91.5%
