Though paid search was working, said Dustin Sapp, the company‚Äôs president and co-founder, he knew that potential clients are much more likely to click on an organic search result than a paid search one.
‚ÄúNine times out of 10, people are going to overlook the paid search results and click on the first few Google results,‚ÄĚ he said.
Add to that the fact that Vontoo has a lot of competition on the paid search side, and it was clear that Sapp needed to find a way to raise the company‚Äôs profile in organic search results. After doing some research, Sapp added blogging to Vontoo‚Äôs overall marketing plan, starting with a blog he intended to write. However, the blog wasn‚Äôt updated often enough‚ÄĒ‚ÄĚI‚Äôm not a natural blogger,‚ÄĚ Sapp said‚ÄĒand the company still wasn‚Äôt getting traction on the first page of Google results.
Solution: So Sapp turned to Compendium Blogware, which was founded by e-mail service provider ExactTarget co-founder and CMO Chris Baggott. Using Compendium‚Äôs service, Vontoo was able to create five blogs written by its employees. Vontoo gives its employees lists of keyword suggestions that describe its voice-messaging services, and they blog on their own.
Compendium monitors blog posts and makes suggestions on optimizing the content; it also notifies Vontoo if employees aren‚Äôt blogging often enough. The resulting blogs are then approved by a Vontoo marketing person, and published both as stand-alone blogs as well as aggregated blogs that glean topic-specific posts from the individual blogs. This strategy ensures that there‚Äôs lots of Vontoo-related content and that it‚Äôs posted often‚ÄĒtwo characteristics that help boost a page‚Äôs Google ranking.
Results: Today, the Compendium blog posts are the third-highest source of natural search clicks, behind a Wikipedia link and a story that was published in Network World, Sapp said. But even more important, about 75% of Vontoo‚Äôs paid search terms now show up as first-page natural search results on Google, with many of them garnering the top three spots, he said.
Vontoo‚Äôs paid search costs are down 40%, and Sapp attributes about 5% to 10% of the decrease to the blogging, he said.
‚ÄúIf you go Google ‚Äėsports marketing technology,‚Äô our blog comes up fifth out of 11.1 million,‚ÄĚ he said. ‚ÄúAnd we‚Äôre not a sports marketing agency. This is a really big deal. We‚Äôve definitely saved money and increased the number of our leads because of the blogs.‚ÄĚ