MozPod with Chima Mmeje11 Nov 2024

Ep 20: SaaS Strategies for Outranking Industry Giants With John Burton

How do you compete with industry giants on a limited budget? John Burton shares how Staffology went from barely ranking for their own brand terms to outranking Sage Pay and becoming IRIS's go-to growth product in just 2 years.

Thank you to our guest, John Burton!

https://www.linkedin.com/in/jburtonuk/

This episode is brought to you by Moz’s Keyword Explorer. Try it for free: http://mz.cm/KeywordExplorer

Get access to our full suite of tools with a Moz Pro free trial: https://mz.cm/3WYFh28

Key takeaways:

How they achieved 400% ROI and ranked 4th for "payroll software" in 18 months
Smart content repurposing: turning 2 monthly pieces into 6 using existing resources
Leveraging founder stories for digital PR (featuring Duane Jackson's unique background)
Building topic clusters around fundamental industry questions
How they recovered and improved rankings after an unexpected website relaunch
Dominating branded search in the SaaS space

Whether you're competing against industry leaders or maximizing SEO on a budget, this episode shows you how to punch above your weight class with practical, proven strategies.

Timestamps:

0:18 - Introduction & Background

1:03 - Leveraging Founder's Reputation for SEO

3:56 - Pre-Campaign SEO Status

4:40 - Campaign Results and Achievements

5:43 - Key SEO Strategies (Topic Clusters)

12:21 - Brand Recognition Growth

13:02 - Technical SEO Challenges

15:31 - Content Strategy and Repurposing

18:56 - ROI and Metrics Discussion

19:45 - Handling Website Relaunch Challenges

23:13 - Key Learnings for SaaS Companies

#MozPod #SEOStrategy #SaaSSEO #ContentMarketing #DigitalPR #ROI

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Additional Moz Resources:

30-day Moz Pro Free Trial ► https://mz.cm/3jZq3p3

Check out Moz Local ► https://mz.cm/36Pbz7h

Learn about STAT ► https://mz.cm/2IiqTzf

Watch Moz Webinar ► https://mz.cm/3TgJgGK

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