ISG (Information Services Group) is a leading global technology research and advisory firm. The firm specializes in digital transformation services, including automation, cloud and data analytics; sourcing advisory; managed governance and risk services; network carrier services; strategy and operations design; change management; market intelligence and technology research and analysis.
Goal
After about a year of impressive SEO optimization, ISG decided to test digital pail media efforts with Anvil in October of 2020. With the ultimate goal of driving more traffic to the website and generating more leads, Anvil began paid media efforts on Google and LinkedIn in conjunction with ongoing organic efforts.
Strategy
On the SEO side, Anvil implemented an ongoing strategy for keyword research. The key aspect of this strategy was constant optimization of valuable non-branded keywords, implementation of event and article schema, reviewing user behavior flow and experience, event tracking,, and continuously optimized page titles and meta descriptions. The organic success led ISG and Anvil to pursue paid media campaigns for various aspects of the business on Google and LinkedIn.
Results
Gauging the performance of the ISG website in 2021 compared to 2020, Anvil generated the following results:
- Average Position improved from 39.9 to 25.7
- With a 27% increase to Media Spend, Total Conversions increased by 533%
- A 225% increase in Conversion Rate attributed to Paid Media efforts
- Cost per Conversion was reduced by 80% in 2021 compared to 2020