The Challenge:
An American-based Employer of Record (EOR), offering a wide variety of staffing solutions, including back-office staffing technology and EOR services, sought to strengthen their digital presence. Despite their expertise, their website faced several challenges:
- Low search engine visibility for relevant keywords.
- Limited website traffic and user engagement.
- High competition from more established players
- A lack of content tailored to audience needs and search intent.
- Poor rankings for core commercial terms, restricting new client acquisition opportunities.
They engaged Thrive RMO to implement a robust SEO and content strategy to address these challenges and position them as a leader in the industry.
The Solution:
Thrive developed a multi-faceted approach to tackle the client’s objectives, focusing on website optimisation, SEO enhancements, and a strategic content marketing campaign.
Website Optimisation
- Improved user experience with enhanced website navigation and content quality.
- Optimised key pages for better performance and audience engagement.
- Developed four core pillar campaigns, to attract traffic to key commercial services.
SEO Initiatives
We conducted a detailed technical SEO audit and created an actionable roadmap that:
- Targeted 51 industry-relevant keywords to improve search visibility.
- Implemented technical SEO fixes to enhance site health and rankings.
- Developed tailored content for top, middle and bottom stage(s) of the sales funnel
Content Marketing Strategy
We created comprehensive content that aligned with audience needs and search intent and built topical authority and trust with users through:
- Informative content on EOR services, permanent vs. contract placements, staffing in the USA, and payroll funding solutions.
- A pillar page strategy featuring 35,000+ words of authoritative content addressing target audience challenges.
- Complementary individual articles highlighting service offerings and market trends.
- Interlinked articles that supported the pillar pages while improving overall site structure and visibility.
The Outcome:
Thrive’s targeted SEO and content strategy yielded remarkable results.
Website traffic surged with a 40.3% year-over-year increase in sessions. While unique users grew by an impressive 73.4%.
A standout performer on the site was the “Back Office Staffing Solutions” page, which alone garnered 3,569 sessions, underscoring the effectiveness of Thrive’s industry and user-focused content approach.
The SEO initiatives proved equally impactful.
Search impressions rose by 330%, reaching 468,136 users. Clicks increased by 214.1%. Out of the 51 targeted keywords, 32 achieved notable rankings, with seven reaching the coveted first page of search results.
Thrive was also able to secure the client three featured snippets for high-value terms such as “EOR vs AOR PEO”; “UK staffing expansion into US”; and “Employer of record vs agent of record,” cementing their position as an authoritative voice in the industry.
Non-targeted keyword performance also experienced significant growth, with the number of ranking keywords growing from 560 to 2,220 and the average keyword position improving notably.
The comprehensive pillar page strategy, which introduced over 35,000 words of rich, authoritative content across four major business areas, was instrumental in establishing topical authority, contributing to this exceptional visibility.
In Conclusion:
Thrive’s efforts not only improved the client’s position in SEO rankings but also strengthened their competitive edge. By the end of the project, they outperformed their competitors for 56.25% of targeted keywords. This was in large part due to their improved authority, fuelled by a surge in organic backlinks and referring domains, solidifying their position in the staffing solutions market. This success reflects the power of a tailored, data-driven SEO and content strategy to deliver measurable and lasting results.
