Improving Top 3 SERP Rankings by 200% for Momentive Software

About Momentive Software

Headquarters

St. Petersburg, FL

Company Size

5,000

Industry

Technology

Momentive Software (formerly Community Brands) delivers a suite of cloud-based software and services strategically focused on events, careers, fundraising, financials, and operations to help mission-driven associations and nonprofits engage their audience, simplify operations, and fuel revenue.

The challenge

The main challenge for Leah and the Momentive Software team was siloed website, audience, and competitor data scattered across multiple tools and point solutions. Using a combination of other SEO tools meant that the team lacked a comprehensive view of their website’s performance and the ROI of their SEO initiatives.

Siloed data and workflows quickly made overseeing SEO, content optimization, and technical monitoring challenging for the lean team. This had a domino effect, leading to technical issues like key lead-driving pages being erroneously no-indexed and inefficient content creation workflows that slowed optimization efforts. Plus, inconsistent and manual reporting hindered team activation around SEO across the organization.

The solution

Leah Starin , SEO Marketing Manager at Momentive Software, turned to Conductor to overcome the challenges of disconnected and siloed data.

Conductor is used for all of our research and SEO reporting.

Instead of researching keywords in one tool, creating content briefs in another, and monitoring the website for technical issues in a third, Conductor Intelligence and Conductor Website Monitoring allowed Leah and the team to unify all of their workflows in one platform. This helped to standardize and accelerate their content creation workflows to boost efficiency.

I would say using Conductor has allowed me to be at least 50% more efficient with my time. It has changed the way I work and collaborate because I have been able to get more people involved in the process of research and spending time on the platform.

It has [also] been so helpful in streamlining processes and being able to pass tasks along to others because Conductor makes it easy for everyone… Instead of feeding everyone all the information they need, I am able to send them to Conductor to find what they need.

Unified data empowered the Momentive Software team to develop a more data-driven, strategic, and efficient content strategy. Using Conductor’s Writing Assistant and Content Guidance features, the team generated detailed briefs based on audience insights and real-time SERP data to accelerate content publication and improve content quality.

Writing Assistant and Content Guidance also provide comprehensive AI recommendations personalized to Momentive Software’s specific set of competitors, content objectives, target audience, and other considerations to ensure content is optimized for success and satisfies audience search intent from day one.

Content Guidance & Writing Assistant are most valuable because they free me up, knowing they will have the direction and information needed to write quality content.

Ease of use throughout the platform, as well as having a single source of truth for their website data and intelligence, meant the team could easily track the website performance and the impact of SEO initiatives.

It also made it easy for Leah and Alex Carchietta , Senior Customer Success Manager at Conductor, to tailor personalized training on the platforms for new team members to ensure each role got the most out of the platform.

With features like Page Details Reports and Workspaces, Leah could easily track and report on the impact of their optimization efforts and wider platform adoption. This flexible reporting provided new ways to explore data and understand impact, allowing Leah and the team to create performance reports and automatically send them across teams to communicate wins, demonstrate ROI, and improve collaboration.

Monthly reports allow leadership and team members to see what’s going on with our sites without me having to inform them constantly. They are able to look over the report and come to me with any questions they might have. Organic and direct traffic are our top converting lead generators, so everyone is invested in how they perform.

Finally, a holistic approach to SEO and content optimization saved Leah critical time and resources, especially when it came to monitoring the website’s technical health.

Using smaller technical crawlers meant that Leah had to manually track website issues. This manual process created a risk that issues could exist undetected between scheduled crawls across the 15 sites in their portfolio.

For example, before Conductor, key lead-driving pages were erroneously no-indexed on the Momentive Software’s sites. This issue initially went undetected, causing significant drops in traffic and conversions on these pages until they were made indexable again.

Conductor Website Monitoring crawls the company’s sites 24/7 and instantly alerts Leah and the team to any issues or changes so they can resolve the issues before their traffic and engagement are impacted.

Conductor Website Monitoring is one of the features we were most excited about when we purchased Conductor. With 15 websites to oversee, the need to be alerted to any changes that could impact site traffic and health was a big draw and deciding factor.

The results

A unified platform and approach to website optimization led to the following boosts in organic traffic and technical health, which have helped to secure further SEO buy-in from key stakeholders.

Pages ranking in the top three on SERPs increased up to 200%

By having access to all of their website, audience, and competitor data in one place, plus other key analytics and metrics, the Momentive Software team was able to create a more focused keyword and content strategy.

With Conductor, they were able to easily determine their audience’s search intent and create content to meet those needs. The team's focus on creating content centered around high-value, intent-driven keywords led to a 200% increase in pages ranking in the top three SERP positions.

Organic traffic to high-priority pages increased by 30-50%

Higher rankings for key search terms drove significant organic traffic to the company's most valuable web pages.

By focusing keyword and content improvements on their most impactful pages, the team was able to drive traffic where it really mattered. The team’s efforts led to a 30-50% increase in organic traffic for those high-priority pages.

Pipeline attributed to organic traffic grew to 117% YoY

The team's efficient production of intent-focused, high-quality content not only improved rankings and traffic but also increased conversions and pipeline growth.

Content that satisfies user intent drives high-quality traffic that's more likely to convert. The Momentive Software team proved the effectiveness of this strategy, with some sites achieving a 117% year-over-year increase in pipeline revenue from organic traffic.

All 15 websites achieved premium technical health rating

Conductor Website Monitoring has allowed Leah to oversee all 15 individual sites within the Momentive Software portfolio while maintaining her other responsibilities. 24/7 monitoring and instant alerts have improved the team’s response time to issues, resulting in them attaining an average site health score of 900 within Conductor Website Monitoring.

Overall, Conductor helped the Momentive Software team unify all of their intelligence and data under one roof allowing them to optimize content, monitor technical health, and track page performance from a single dashboard. This helped the team create website experiences that resonated with their audience and drove conversions, which ultimately led to a significant increase in pipeline as well as brand awareness.