Executive Summary
An Internet Service Provider (ISP) focused on delivering fixed line and satellite internet services to underserved regional areas partnered with CMAX to overcome stagnant SEO performance and high acquisition costs. Through a phased deployment starting in February 2023, the ISP achieved an 86% increase in organic traffic and reduced their cost per acquisition by 37% compared to non-brand PPC spend within 12 months.
Introduction and Background
The client, a challenger brand in the ISP sector, provides internet services to underserved regional locations. They struggled to drive cost-effective growth due to stagnant SEO performance and increasing costs of paid media, which they heavily relied on. Spending over $75,000 monthly on Google Ads, they faced escalating costs due to CPC inflation, which increased their cost per acquisition (CPA). Faced with significantly larger competitors, the client needed a more sustainable and effective digital marketing strategy to remain competitive.
Challenges
Before implementing CMAX, the client faced:
Stagnant SEO Growth: No improvement in SEO performance due to the highly competitive landscape.
- Limited Internal Resources: Inability to effectively manage and scale their SEO efforts in-house.
- Unsustainable Ad Costs: Over $75,000 monthly spending on Google Ads with rapidly increasing CPCs.
- Rising CPAs: Increasing cost per acquisition due to CPC inflation.
These challenges were impacting the client’s profitability and hindering their ability to expand their market share.
Solution
To address these issues, the client implemented CMAX in February 2023 with a comprehensive strategy:
- Phased Content Expansion: Starting with 3,237 CMAX pages in February 2023, the client progressively expanded to 6,637 pages by May 2023, strategically increasing their digital footprint.
- Local SEO Optimization: CMAX concentrated on creating unique, suburb-specific content, targeting terms like “Satellite Internet [Suburb].” By incorporating relevant points of interest, we maximized local SEO benefits and effectively reached underserved regional areas.
- AI-Driven Optimization: Leveraging CMAX’s autonomous capabilities, the client implemented continuous, AI-driven analysis and adjustments to content and internal linking structures, ensuring optimal performance and targeting of high-potential keywords.
Results
After implementing CMAX, the client saw significant improvements:
- Immediate Impact: 7% improvement in overall organic traffic within the first month of launch.
- New Keyword Rankings: 3,747 new keyword rankings achieved in the first month.
- Long-term Growth: 86% improvement in SEO performance within 12 months, thanks to CMAX’s self-optimizing capabilities.
- Improved Competitive Position: Enhanced site performance for more competitive head and shoulder terms due to the greater critical mass of content.
- Increased Conversions: Conversion rates improved in sync with traffic increases, delivering incremental subscribers.
- Cost-Effective Conversions: Achieved conversions 37% cheaper than equivalent non-brand PPC spend.
Conclusion
By leveraging CMAX, the client found a new avenue for growth, achieving significant growth in organic traffic, reducing their dependance on expensive Google Ads. These improvements not only enhanced their competitive position but also established a sustainable and cost-effective growth model. The success of this collaboration underscores the importance of innovative SEO solutions in overcoming industry challenges and driving long-term profitability. As the ISP continues to expand its digital footprint, the foundation laid by CMAX ensures they are well-positioned for future growth and market expansion.
