Key Results
BACKGROUND
Founded in 2000, Questback has grown to become a global leader in enterprise feedback. They build scalable solutions that help global organisations achieve competitive advantage by improving employee engagement and productivity.
As lead providers of B2B enterprise feedback management software, Questback work with organisations like John Lewis, Randstad and the NHS.
CHALLENGE
When Questback was planning to migrate to a new website, they approached Found for some urgent assistance. These were some of our objectives:
– Avoid any traffic loss for any of the 10 international regions when migrating to the new site
– Grow visibility to the UK part of the site by 20%
– Complete work within the strict deadline of 2 weeks
– Off-set the technical issues (which wouldn’t be fixed in time by their internal team) that were likely to drag site performance down
OUR APPROACH
"The first step to getting this right was to gain as much insight as possible as quickly as possible. We needed to know the top search terms that Questback’s target audience use across the journey-to-lead path."
PRESENTATION EVALUATION
There was a significant gap between how Questback talked about their platform and services on their site, and how their potential customers were searching. So, we looked at how Questback described their products, and carefully cross-reference that with the language used by competitors who were performing well organically.
KEYWORD ANALYSIS
We created an inventory of keyword portfolios using Sistrix, Ahrefs Keyword Explorer and other premium industry tools were used. This inventory described Questback’s offering in the way most conducive to targeting their audience directly in organic search.
OPTIMISATION
On-site content was optimised and rewritten to these new requirements, and where needed, brand-new content was created with the in-house content team playing a pivotal role in keeping the changes strictly on-brand.
What normally would’ve been a very technical approach to a migration had just been flipped on its head to become a content-only approach. The capacity of their in-house development team and the time frame of the project meant we had to think on our feet and circumvent the tech bottleneck that could have scuppered the project.
RESULTS
The numbers speak for themselves:
When it came to analysing the campaign results, we had no doubt that we had smashed our given targets.
“Found’s brilliant keyword-led approach to guiding us through our recent web migration was absolutely key in mitigating the organic impact of the significant technical challenges we faced. Our work together has been pivotal in supporting the organic visibility of the Questback UK site.”
UP NEXT
CLIENT
Mission
YHA challenged Found to help them build their brand awareness and engagement with a younger travelling audience, and generally give traffic and booking levels a major boost through some seriously catchy content and outreach.
Read StoryResults
ROI
results
IMPRESSIONS