BACKGROUND
Paycor, an online platform that provides payroll and human resources software to small and medium sized businesses, initially paired up with BrightEdge to gain visibility into content performance, share of voice, and secure recommendations to better strategize for SEO.
Prior to working with BrightEdge, the Paycor marketing team scarcely provided proper attention to SEO. "Now, there are two of us in-house who are working on SEO at least some of the time, but neither of our roles are 100% dedicated to SEO...we're stretched thin," said Leslie Handmaker, Sr. Digital Marketing Strategist, at Paycor. Even so, Paycor's small SEO team spends nearly 25 hours each week on both on-page and technical optimization strategies.
SOLUTION
At the beginning of 2020, Paycor completed two sizable site migrations to support their overall master brand strategy. The team leveraged Data Cube to evaluate high-performing content from each Paycor domain and mapped out a plan to rebuild using both new and published content. "Both migrations went well and contributed to our growing domain authority," said Handmaker. Paycor has also deployed Autopilot for SEO on their site to assist in offering users an overall better UX when finding relevant content.
THE RESULTS
Handmaker tracks the number of users who are arriving to the site organically but not signing in to the platform. Paycor uses the term "non sign-in organic traffic" as an in-house metric. Using this metric, her team receives insights into their prospect growth. Currently, the YoY growth for these site visitors are up 308%. The team has also seen a YoY increase of 994% for Net New Organic Leads.
Due to the 2020 pandemic, Paycor saw a jump in search volume and moved into position one for keywords including "sick leave laws" and "hiring process". They also saw a massive shift in search demand for relevant keywords including "coronavirus mask policy" and "rehiring furloughed employees". The content team created content and provided value on the topics to assist employers in their current challenges. "The organic channel is continuing to perform strong and exceed revenue goals," said Handmaker.
BrightEdge has been helpful in creating dashboards that get sent out automatically to internal team members. It saves me time to have it automated. Our writers get in and access Data Cube and it helps inform our content strategy and prioritize what content we create. - Leslie Handmaker, Sr. Digital Marketing Strategist, Paycor
