When Questback was planning to migrate to a new website, they approached Found for some urgent SEO assistance.
Founded in 2000, Questback has grown to become a global leader in enterprise feedback. They build scalable solutions that help global organisations achieve competitive advantage by improving employee engagement and productivity. As lead providers of B2B enterprise feedback management software, Questback work with organisations like John Lewis, Randstad and the NHS.
When Questback was planning to migrate to a new website, they approached Found for some urgent assistance. These were some of our objectives:
“Found’s brilliant keyword-led approach to guiding us through our recent web migration was absolutely key in mitigating the organic impact of the significant technical challenges we faced. Our work together has been pivotal in supporting the organic visibility of the Questback UK site.”
Susanne Brunner - UK Marketing Director - Questback
The first step to getting this right was to gain as much insight as possible as quickly as possible. We needed to know the top search terms that Questback’s target audience use across the journey-to-lead path. Our goal was to know how these people searched, and then uncover the best search terms that would generate good conversion rates for Questback.
Not long into our deep-dive, we realised that there was a significant gap between how Questback talked about their platform and services on their site, and how their potential customers were searching. So, fixing this went straight to the top of our priority list.
It was important to look at how Questback described their products, and carefully cross-reference that with the language used by competitors who were performing well organically. To help us do this, an inventory of search terms was built out using Sistrix, Ahrefs Keyword Explorer and other premium industry tools.
Through close collaboration with Questback, we created an inventory of keyword portfolios that was second to none - validated both by search volume and competitor analysis. This inventory described Questback’s offering in the way most conducive to targeting their audience directly in organic search.
On-site content was optimised and rewritten to these new requirements, and where needed, brand-new content was created with the in-house content team playing a pivotal role in keeping the changes strictly on-brand.
What normally would’ve been a very technical approach to a migration had just been flipped on its head to become a content-only approach. The capacity of their in-house development team and the time frame of the project meant we had to think on our feet and circumvent the tech bottleneck that could have scuppered the project.
Organic visibility for the UK pages rose 31% in the month from launch day. (Advanced Web Ranking)
UK organic traffic has remained significantly up YoY post migration – 134% YoY in July, the month immediately following the migration.