seo case study: how a small boston based software company outranked dropbox and other billion dollar...

InnoVitae’s8 Month SEO Project Overview – April 2015

The Most Advanced & Result-Driven Revenue Generating Service Available

Summary8 Month SEO Performance Review

This Presentation Will Cover:

1. Summary 2. Organic Traffic Trends and Graph Analysis3. Competitive Analysis – Data & Traffic Values ($)4. Organic Traffic Value ($) Analysis

OverviewWhat is our Best Source for Leads?

“Traffic is the Life-Blood of a Website”• Direct, Referral, and Organic Traffic Represent 95.47% of Total Website

Traffic• Organic Traffic is the #1 Traffic Source for ownCloud.com• Organic Traffic Represents 53.85% of Total Traffic – An Increase of

93.85% (Source–Google Webmaster)• ownCloud Had 51,543 Organic Visitors Over Past 30 Days• Last 30 Days Organic Net Traffic Value is $127,257 ($1.45MM Annual)• ownCloud’s SEO Traffic Value ($) is Outperforming Accellion &

Synplicity’s by 32 and 16% respectively (Source –SEMRush.com)• In RAW Lead Data Test: Organic Traffic Produced 15,700% More Leads

than Social 2,450% More Leads than AdWords, 345% More Leads Than Referral Traffic (Source –Lead Forensics)

• Organic Traffic Represents 86.20% of the current Total Lead Opportunity• 3 Month R.O.I Average for OwnCloud’s SEO program is 1,196%

TrendsWhich Way is the Data Pointing?

A Change From +46.04% Positive, to a -89.00% Represents a Traffic Loss of Approximately 65,000 Visitors / Month

SEO NO SEOTrends Traffic 8 Month 4 Month 1 Month 2 Weeks 1 Month 4 Month 8 Month

Organic 54.62% 80.97% 93.85% 95.01% 85.00% -15.00% -10.00%Referral 0.64% 1.06% -3.23% -60.25% -60.00% -60.00% -60.00%Direct -1.16% -12.10% -14.26% 11.28% -16.00% -17.00% -19.00%

54.10% 69.93% 76.36% 46.04% 9.00% -92.00% -89.00%

1 2 3 4 5 6 7

-150.00%

-100.00%

-50.00%

0.00%

50.00%

100.00%

Series1

Trends - Graphs8 Month Trend Analysis

“Traffic is the Life-Blood of a Website”

Trends- Graphs1 Month Trend Analysis

Google Webmaster Traffic DataFebruary 13, to March 15th

1. Currently Rank for 8,651 Keywords; 457% Improvement2. Showed up in Google Search Results 1,402,551; 145% Improvement3. 53,859 Organic Clicks to Website; 85.40% Improvement

Competitive AnalysisWhere Do We Stand Amongst Our Peers?

August 8, 2014 – Looking Back 30 Days

March 15, 2014 – Looking Back 30 Days

1,805% Improvement


• Multiply ($) values by 7.5 to get actual / more accurate calculations.• Data provided by semrush.com

1. ownCloud.com has a 32.18% higher organic traffic value than Accellion. 2. ownCloud.com has a 16.09% higher organic traffic value than Syncplicity3. ownCloud.com has a 72.16% lower organic traffic value than Egnyte. 4. ownCloud’s traffic value is currently trending up at 29%.


1. Accellion traffic trending down by 5%. 2. Accellion paid search is trending down by 47%



1. Syncplicity’s organic traffic value is trending up by 60%. 2. Syncplicitiy’s paid search is over $200k, and is trending down by 38%.



1. Egnyte’s organic traffic value is trending down by 5%. 2. Egnyte’s paid search is over $140k and is trending down by 30%.3. Egnyte has had an SEO program in place for 6+ years.


Traffic ValueWhere’s the Money?

“Traffic is the Life-Blood of a Website”• 3 Types of Organic Traffic; (a) Non-Brand, (b) Brand + Keyword, and (c)

Brand• Last 30 Days Total Organic Net Traffic Value = $ 127,527 (a+b+c)• Last 30 Days Non-Brand Traffic Value = $ 41,060 (a) only

Traffic ValueLet’s Dig a Little

Google Webmaster Data

1. Brand Keyword2. Brand + Keyword3. Non-Brand Keyword

~$ 1.05 / Click

~$ 5.00 / Click

~$ 26.00 / Click

Traffic ValueGoogle Webmaster & Google Keyword Tool

Google Webmaster Data

1. Brand Keyword2. Brand + Keyword3. Non-Brand Keyword

Traffic ValueWhere’s the Money?


• Pre-SEO Program Baseline Established – 3 Highest Previous Months Spanning 6 Months• “% Increase” Is the Measured Improvement Over the Baseline• Avg. C.P.C. is the Average Cost-Per-Click of the (a) Non-Brand, (b) Non-Brand +

Keyword, and (c) Brand keyword costs {$ 103 to $ 0.05 C.P.C. Range}

Lead ValueWhich Traffic Source has the Lowest Cost / Lead?

Based on Data Above:• Google Organic Traffic Represents 86.20% of Total Lead

Opportunity With Current 60% Drop in Referral Traffic• Google AdWords Cost ($) / Lead = $ 6.66• Organic Traffic Cost ($) / Lead = $ 0.93• Organic Lead Cost is 86.1% Lower & 96% Higher Volume

Notes:• Direct Traffic = ownCloud Customer• Insufficient Data for Facebook and Twitter

Raw Lead Report via Lead Forensics8-Mar 20-MarAverage Month Projection

Google Organic 421 314 367.5 11,025Direct (oC Customer) 301 292 296.5 8,895Referral 92 121 106.5 3,195*Google AdWords 17 13 15 450Facebook 2 1 1.5 45Twitter 0 1 0.5 15

0Total 833 742 787.5 14,730

ConclusionWhat is the Bottom Line?

“Traffic is the Life-Blood of a Website”• Organic Traffic is the Only Primary Traffic Source Currently Trending Up (93.85%

Current Month YoY)• Organic Traffic Has the Lowest Cost per RAW Lead by 86.1% ($ 0.93 vs. $ 6.66) • Organic Traffic Has the Highest Lead Volume In Data Analysis (11,024 Raw

Leads); which represents 74.84% of current lead opportunity• Organic Traffic Has a Current SEO Net Traffic Value of $ 127,257 for the Month

of March • Organic Traffic Has a Current ROI of 1,196%

seo case study: how a small boston based software company outranked dropbox and other billion dollar...

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