11% increase in qualified trial signups
TestRail is a test management platform that helps QA, testing, and development teams across various industries streamline testing processes, get visibility into QA, and release high-quality products and software.
At the end of Q3 2024, the company engaged Virayo to increase traffic and SQLs from organic search.
Goals
- Rank #1 for priority keywords
- Increase audience reach and organic traffic
- Increase monthly qualified trial signups
Approach
We helped TestRail launch a product-led SEO strategy that aligned the keyword and content roadmaps with core platform features and use cases. This involved a heavy focus on solution and product-aware search terms that would enable TestRail to increase audience reach and engagement across the middle and bottom of the funnel.
Process
- Technical content audit: We crawled the website and mapped organic traffic, backlink, conversion, and timestamp data to each URL, and used the data to assign different page-level action items. This process uncovered opportunities to optimize existing content with in-market intent, consolidate competing assets, and remove “deadweight” content. The goal was to improve overall website quality signals and maximize the traffic and conversion potential of existing content.
- Internal link audit: We provided internal link recommendations for new and updated content to boost topical relevance and create additional entry points to conversion pages.
- Keyword strategy: We conducted competitor and customer-focused keyword research to find gaps and opportunities to reach TestRail’s ICP at the solution and product-aware stages of the buyer journey. Each keyword was qualified by rank potential and business value and then mapped to a specific content type—product, solution, integration, blog, and more.
- Content outlines: We developed detailed outlines for new and existing content updates. Each outline contained everything TestRail’s content team needed - target keywords, topic structure, formatting, reference links, positioning statements, etc. - to create content that ranks well in organic search results and has a chance of being mentioned/cited in AIO results.
- Technical audits and consultation: Each month, we conducted technical site audits to identify issues and opportunities related to accessibility, site speed, schema, and indexation. Based on our findings, we delivered clear, actionable recommendations.
- AI search consultation: We provided insights and recommendations for improving AIO and LLM visibility across priority keyword targets.
Results
- #1 rankings for priority keywords such as “test management tools”
- 45 high-priority keywords in the top three positions
- 11% increase in monthly qualified trial signups
Working with Virayo has completely changed how we approach SEO and turned the program into a major revenue driver for TestRail.
Christian Beatty
Working with Virayo has completely changed how we approach SEO and turned the program into a major revenue driver for TestRail. They don’t rely on a one-size-fits-all playbook; they work closely with our team to focus on what matters and deliver results. They have a great ability to see the big picture while also digging into the details that help us rank for the topics that matter most. As search becomes more competitive and AI continues to reshape the landscape, having a partner like Virayo has made all the difference.
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